UNVEILING ORGANIZATIONAL EVANGELIZATION – PART 1

“Evangelizing is a symphony of authentic connections, a melody that resonates in the heart and mind of the collaborator.”

For those who may not recall, the proposal to use the term evangelization became a buzzword in the Technology companies during the internet boom in the late 1990s. Despite appearing outdated, as an advocate for innovative practices in the field of cognitive behavioral development, I always strive to disseminate this term. The word “evangelization” has deep roots tracing back to its etymological origin. Derived from the Greek “euangelion,” meaning “good news” or “good message,” the term has an intrinsic connection to the Christian universe, where the Gospels narrate the good news of the birth, life, death, and resurrection of Jesus Christ. Throughout history, the term has expanded its meaning, finding new contexts and applications.

During the internet boom in the late 1990s, “evangelization” transcended its exclusively religious use to become a business jargon. In this context, visionary leaders, such as those involved in the Apple revolution, realized that the essence of evangelization could be applied not only to the propagation of spiritual beliefs but also to the enthusiastic promotion of innovative products and services. Thus, “evangelization” in the business landscape came to represent the practice of fervently sharing the virtues of a product or service, emphasizing how it can positively transform people’s lives. This phenomenon is not limited to the marketing department but encompasses leaders from all areas, showcasing the universality and versatility of the concept.

Evolution in Contemporary Times

In contemporary times, evangelization extends its wings beyond the physical boundaries of companies, entering the digital territory of social media and online sharing. In the realm of Cognitive Behavioral Development, an “evangelist” doesn’t merely refer to brand or product advocates but to all those committed to propagating ideas, knowledge, and positive values. This expansion of the term reflects not just linguistic evolution but also a paradigm shift in how we conceive the dissemination of information and influences and how closely it is related to human behavior.

Evangelization becomes a powerful instrument for building collaborative communities, where sharing best practices and mutual inspiration become essential pillars.

Beyond Corporate Borders

Before delving into the importance of this practice, let me reinforce the idea of transcending the corporate context; evangelization emerges as a catalyst for building this hyper-connected world. The “good news” is no longer solely about products and services but about collectively sharing knowledge that propels the progress of human connections.

It’s crucial to emphasize that evangelization is not merely a business concept; it’s a force that shapes our narrative, encompassing everything related to human behavior. By enthusiastically sharing the best of ourselves and the organizations we represent, we contribute to a future where collaboration, innovation, and inspiration are the foundations of a more connected and evolved society.

PRACTICE: COGNITIVE BEHAVIORAL DEVELOPMENT IN FOCUS

At the core of my work lies the passionate mission to proclaim the extraordinary possibilities offered by cognitive behavioral development practices. I don’t just promote a methodology; I share a philosophy in which I deeply believe, tirelessly seeking for others to experience and adapt it to their own realities.

Upon entering companies, I embrace the conviction that engaged clients can transform into true evangelists, spreading practices and approaches without the need for financial compensation. In this context, it is imperative to remember that executives from various areas also have the power to become evangelists, and this inclusion extends to the field of cognitive behavioral development.

Evangelizing Leaders

With over 25 years of experience as a consultant in various companies, I’ve learned that leaders in any sector can adopt this transformative practice, generating notable benefits for their organizations and careers. Whether occupying a prominent position or facing new challenges, the task of actively promoting the organization and everything it offers is not just a recommendation; it’s essential.

Playing this role of evangelizing leader requires skill in both internal communication, flowing through break spaces, emails, and collaboration platforms, and in a prominent presence at external events, participating in conferences, and interacting with the audience on social media. In the social era we live in, evangelization transcends the individual role and becomes a collective responsibility.

Alignment with Excellence

Finding a partnership that exceeds expectations is fundamental. In the cognitive behavioral development universe, this ideal partnership is characterized by insight into anticipating users’ needs, intelligence in offering innovative solutions, integrity in providing customer support, empowering capability to allow people to help themselves, and finally, elegance in harmonizing function and form.

I approach evangelization not only as a responsibility but as a constant opportunity to share the wealth of knowledge and practices that can transform not only individuals but entire organizations. This is a commitment that transcends the boundaries of professionalism, a dedication to the ability to make a difference.

What needs to be clear to everyone is that the proposal to evangelize has nothing to do with the idea of self-promotion but with sharing the best we produce with those who can benefit. It’s a journey that starts with a weekly act and evolves into multiple daily acts, an art that we continuously refine. This practice is not just a technique but a way of life that shapes not only our careers but also the positive impact we can have on the lives and organizations around us.

For instance, imagine a company that not only delivers a product or service but stands out for its foresighted vision, innovative creativity, comprehensive support, user empowerment, and an elegant integration of function and design. By incorporating these elements, evangelizing not only becomes a natural and convincing task but also a genuine expression of trust and appreciation for the organization and its mission. In this social and interconnected world, evangelization transcends the role of an individual and becomes a collective narrative that inspires reflection and engagement.

Evangelizing is not just for Large Corporations

Even if you’re not part of a massive corporation, it’s highly likely that your company offers something valuable and distinctive—something worth actively promoting. This uniqueness might extend beyond products or services; it could be present in your corporate values, innovative accounting practices, or flexible remote work policies.

By becoming an effective evangelist, you don’t just promote your organization; you set an example for your fellow employees. You demonstrate being a committed and passionate team member, inspiring your colleagues to share in that dedication. Moreover, you reveal tangible leadership, showing that you’re willing to highlight the unique features that make your company a special environment. By adopting this proactive stance, you contribute not only to building a positive organizational culture but also to strengthening team spirit and cohesion in the workplace.

Look around your organizational landscape, and you’ll find evangelists everywhere—the manager who shares leadership insights in articles, the teammate who regularly hosts webinars on the latest industry trends, the project manager who strategically engages in networking events. These are the types of leaders companies actively seek in their teams. Therefore, it’s crucial to develop the necessary skills to integrate into this select group. Based on my experience, three effective approaches for evangelization include actively participating in networking events, delivering public presentations, and adopting a strategic presence on social media platforms. Let’s delve into each:

1. Schmoozing: Building Effective Relationships for Evangelization

Schmoozing involves the art of conversing in a relaxed and pleasant manner, often in a social or professional context. Those who practice schmoozing are typically skilled at establishing interpersonal connections, building relationships, and creating a friendly atmosphere in different situations. This practice can be especially useful in business environments, where building good relationships can lead to collaboration opportunities, partnerships, and effective networking. This process is particularly valuable when promoting a culture of trust and collaboration. If you happen to feel hesitant about this practice, perhaps due to shyness or a perception of being manipulative, it’s crucial to reconsider.

In the book “The Frog and Prince: Secrets of Positive Networking to Change Your Life,” Darcy Rezac emphasizes the transformative perspective of networking, defining it as “finding out what you can do for someone.” This generous and proactive approach underscores the importance of establishing meaningful connections based on reciprocity and mutual support. By adopting this mindset, networking transcends simple exchanges of business cards and becomes a powerful tool for building lasting and enriching relationships, fundamental for professional and personal success.

This generous perspective is the essence of schmoozing, providing the key to building numerous, lasting, and trustworthy relationships. This solid foundation is crucial to ensure that people trust what you have to say about your organization.

In practice, it is crucial to acknowledge that Schmoozing is a contact sport, impossible to effectively practice in a cubicle. To increase your visibility and become known, it is essential to get out. Move around the office, explore different floors and areas of the company. Actively participate in trade fairs, conventions, seminars, and cocktails. Schmoozing requires presence and interaction, creating opportunities to build genuine relationships that transcend the barriers of the workplace. This active approach not only expands your network of contacts but also strengthens your image as an effective evangelist, generating trust and interest in what you have to share about the organization. Here’s how you can apply it:

1.1. Ask questions:

When practicing Schmoozing, it is crucial to be a good listener. Start the conversation, but give space for the other person to share their ideas, experiences, and perspectives. Ask open-ended questions that stimulate conversation and demonstrate genuine interest in the interlocutor.

Example:

At a conference, when introducing yourself, start by asking about your interlocutor’s professional interests. Listen attentively to their responses and, based on them, develop more specific questions to deepen the conversation.

1.2. Reveal your passions:

Do not limit the conversation only to work. Present yourself as a complete person, revealing your passions and interests beyond the professional environment. This not only makes the interaction more interesting but also provides different points of connection with people.

Example:

During a networking event, share your passions, such as sports, art, or volunteer activities. These revelations can create unexpected connections and establish bridges beyond the workplace.

1.3. Keep in touch:

Keeping in touch is fundamental. After meeting someone, follow up by phone, WhatsApp, or even email, within 24 hours. This highlights your proactivity and genuine interest in the established connection.

Example:

After a business meeting, send an email thanking for the opportunity to meet the person. If possible, highlight a specific point from the conversation to demonstrate attention to detail.

1.4. Email effectively:

Do not think that email is outdated. This is a very limited perspective of some in Brazil. Email is a key tool in Schmoozing. Optimizing subject lines, keeping messages short, and responding promptly are essential practices. Resending unanswered emails as reminders is also an effective strategy.

Example:

When sending an email, use attractive and specific subject lines. For example, mention something specific that you discussed or something that sparks interest. Respond within 48 hours to show promptness and commitment to communication.

1.5. Facilitate contact:

Facilitating contact is crucial for establishing and maintaining effective connections. Make sure to include contact information, such as your cell phone number, on your business cards and email signature. Remove any obstacles that may hinder easy communication, demonstrating openness and availability.

Example:

When exchanging business cards at a networking event, include your cell phone number and encourage others to get in touch. Also, have a signature with the most practical channels for you to communicate to ensure that people can easily connect.

1.6. Do favors:

Believing in reciprocity is crucial for Schmoozing. Do favors and be willing to help others. These positive actions not only strengthen connections but also contribute to building a solid reputation.

Example:

When meeting someone looking for a job opportunity, offer to review their resume or provide guidance on job hunting. These altruistic actions increase points on the “karmic scoreboard.”

Conclusion of the First Part

As we conclude this first part, we have only scratched the surface of the fascinating world of evangelization in companies. In the next chapter, we will deepen our exploration, diving into the arts of public communication and strategic online presence. Get ready to discover practical strategies and insightful ideas that will guide you on the journey to becoming a true corporate evangelist. Don’t miss the continuation of this fundamental discussion and get inspired to lead transformation in your organization. See you soon!

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Hello, I’m Marcello de Souza! I started my career in 1997 as a leader and manager of a major company in the IT and Telecom market. Since then, I have been involved in major projects structuring, implementing, and optimizing telecommunications networks in Brazil. Restless and passionate about behavioral and social psychology. In 2008, I decided to delve into the universe of the human mind.

Since then, I have become a professional passionate about unraveling the secrets of human behavior and catalyzing positive changes in individuals and organizations. With a Ph.D. in Social Psychology and over 25 years of experience in Cognitive Behavioral & Human Organizational Development. With a broad career, I highlight my roles as:

– Master Senior Coach & Trainer: I guide my clients in pursuit of personal and professional goals, providing extraordinary results.

– Chief Happiness Officer (CHO): I promote an organizational culture of happiness and well-being, boosting employee productivity and engagement.

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– Cognitive Behavioral Therapist: I use cutting-edge cognitive-behavioral therapy to assist in overcoming obstacles and achieving a balanced mind.

– Speaker, Professor, Writer, and Researcher: I share valuable knowledge and insights at events, training sessions, and publications to inspire positive changes.

– Consultant & Mentor: My experience in leadership and project management allows me to identify growth opportunities and propose personalized strategies.

My solid academic background includes four postgraduate degrees and a Ph.D. in Social Psychology, as well as international certifications in Management, Leadership, and Cognitive Behavioral Development. My contributions in the field are widely recognized in hundreds of classes, training sessions, lectures, and published articles.

Co-author of the book “The Secret of Coaching” and author of “The Map Is Not the Territory, the Territory Is You” and “The Diet Society” (the first of a trilogy on human behavior in contemporary times – 09/2023).

Allow me to be your partner on this journey of self-discovery and success. Together, we will unravel a universe of behavioral possibilities and achieve extraordinary results.

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