This blog entry from Seth Godin is a really good read, especially if you look at it through the lens of evangelism. Seth didn’t write this about evangelism but instead about marketing yet I think there are an enormous amount of parallels. Below are some excerpts:
Apple tried to use evidence to persuade IT execs and big companies to adopt the Mac during the 80s. They tried ads and studies that proved the Mac was easier and cheaper to support. They failed. It was only the gentle persistence of storytelling and the elevation of evangelists that turned the tide.
Of course, evidence isn’t the only marketing tactic that is effective. In fact, it’s often not the best tactic. What would change his mind, what would change the mind of many people resistant to evidence is a series of eager testimonials from other tribe members who have changed their minds. When people who are respected in a social or professional circle clearly and loudly proclaim that they’ve changed their minds, a ripple effect starts. First, peer pressure tries to repress these flip-flopping outliers. But if they persist in their new mindset, over time others may come along. Soon, the majority flips. It’s not easy or fast, but it happens.