I think the evangelist, or a consultant like yourself has a slightly more tricky role than simply selling the idea though. They have to take a very nuanced subculture, with jargon, internal memes and a burgeoning culture, and explain that to outsiders in a way that makes them want to join in. It’s a job traditional marketing can’t do very well.

Evangelists have to bridge the gap between the full-on otaku, the guys who are not willing or able to be approachable. You have to be the sales team to their techie inventor, if you like. Able to understand the new concepts and how to make these something the normal user can buy into. It’s a tricky role but a very exciting one I think.

Sometimes the most unapproachable people are the ones with the most knowledge to share. It seems counter intuitive to progress to segregate ourselves, and yet we’re living in the age of blogger wars and constructed personas that are ridiculously inflated and exaggerated. It’s time we just get real.