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Product evangelism is, as Guy Kawasaki put it years ago, “selling the dream.” It's helping people imagine the future and inspiring them to help create that future. ... If you're a product manager—especially at a large company—and you're not good at evangelism, there's a very strong chance that your product efforts will get derailed before they see the light of day. And even if product does manage to ship, it will likely go the way of thousands of other large company efforts and wither on the vine. We've talked about how important it is to have a team of missionaries, not mercenaries, and evangelism is a key responsibility to make this happen. The responsibility for this falls primarily on the product manager.
If you’re working on a strategy for a whole product, then the superpowers that you might have can be split into 7 categories:
• **Network effects** – Each user enjoys more value as new users join the network
• **Scale economies** – Unit costs decline as volume increases
• **Switching costs** – Switching to an alternate product would be costly or painful for users
• **Counter positioning** – Where a new product’s business model or value proposition cannot easily be copied by incumbents as it would damage their existing business
• **Cornered resource** – Unique access to a valuable asset
• **Branding** – An objectively identical offering has higher perceived value
• **Process Power** – Embedded company culture and process which enable lower costs and/or superior quality
How to Write a Product Strategy in 1 Day / 1 Week / 1 Month
Aakash Gupta
The larger the organization, the more essential it is to be relentless at evangelism, and it's important for the leaders to understand that evangelism is something that is never finished. It needs to be constant.
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