Chief Evangelist with Ethan Beute

Today’s guest is Anthony Kennada, Co-Founder & CEO at AudiencePlus and author of Category Creation. Anthony joins Ethan Beute to share why leading companies champion an idea, not just provide a product. They engage, educate, entertain, and host conversation. They wrap products with valuable content and a meaningful community. And evangelism is key to all of this.

Anthony explains why our reliance on rented channels drives so much of the struggle with tracking and measuring an evangelist’s impact, as well as how thinking more like a media company can resolve much of it. He also shares the differences between a creator and an evangelist – and the benefits of both in a changing B2B sales and marketing environment.


Takeaways:
  • The most important job as an evangelist is not just to create content, speak, and leverage a network, but to do it all with authenticity and subject matter expertise.
  • We’ve underappreciated and underinvested in the ideas that people want to buy from people and that people want to buy more than just a product.
  • Category creation is when you're positioning more than just your products. You position a problem that people may or may not recognize that they have. 
  • Ultimately companies don’t create categories, customers do. Evangelism helps carry the torch for the idea or the movement, but a category isn’t created unless the community rallies around it.
 

Quote of the Show:
  • “There’s a responsibility for companies to carry the torch for a new idea – and evangelism plays a massive role in that.”
 

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Chief Evangelist is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Creators & Guests

Host
Ethan Beute
Ethan Beute is the Chief Evangelist at Follow Up Boss, former Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling author of Human-Centered Communication and Rehumanize Your Business.

What is Chief Evangelist with Ethan Beute?

Welcome to Chief Evangelist, the podcast that unravels the unique and potent role of Chief Evangelists and the influential movement they lead. Hosted by Ethan Beute, each episode delves into the world of evangelism work, exploring its intricacies and shedding light on what success truly means in this space. From understanding why focusing on a problem is more impactful than a product, to the overlap and divergence with thought leadership, community building, category design, and traditional sales and marketing – this podcast is your go-to resource for insights into innovation and the demand for evangelism. Whether you're aspiring to be a Chief Evangelist or seeking to comprehend its significance, join Ethan for captivating conversations with evangelists across diverse companies, verticals, and industries.