At times, I refer to myself as the MBA evangelist. For many people, especially those with a churched background, this sounds like an odd expression. Many are familiar with the evangelist in a church setting. An evangelist is typically a preacher who focuses on helping people to understand the good news of the gospel of Jesus Christ. No doubt the most famous evangelist in modern America is Billy Graham.
Let's look at the concept of the modern-day product evangelist. Many people consider Guy Kawaski as the one who popularized the use of the term "product evangelist." Here are his own words on the topic:
Evangelism comes from a Greek term that means “bringing the good news.” That’s what evangelists for a company or brand does. They bring the good news about how a product or service improves people’s lives. For example, when I evangelized Macintosh, I brought the good news of how Macintosh made you more creative and productive. I am currently the chief evangelist of Canva. Our good news is that anyone can easily, rapidly, and inexpensively create great graphics.
On July 17, 2017, I searched LinkedIn on the term "evangelist" and there were 2,098 job results and 103,057 people results. When I looked at some of the job results, here is what came up:
- Salesforce Evangelist
- Developer Evangelist
- Platform Evangelist
- Digital Evangelist
- Customer Evangelist
This should give you an idea as to the role of the product evangelist. When I refer to myself as the MBA evangelist, my follow up is, "Just about everyone needs this MBA stuff." I want to mention here that I am a late in life MBA having taken on that challenge when I was a college president in my 40s. It changed my life so much that when I stepped down as a college administrator, I wanted to find a job as a MBA faculty member. After several conversations and interviews, I ended up at Trevecca in 2013.
There are many reasons why I am so compelled to share the good news about the value of MBA studies. An MBA degree is a powerful bridge degree. Decades ago, MBA degrees were mostly earned by people who already had a degree in business and worked in business. Today, the MBA is the most granted graduate degree in America. An MBA degree can provide a pathway to a strong future through a whole host of different avenues. MBAs are earned by artists, surgeons, teachers, plumbers, and beyond.
MBA programs have also become more accessible. Decades ago, MBA programs were often filled with elite, affluent, white men. Today, MBA students are much more diverse in so many ways with more women, students of color and international students. Speaking of accessibility, MBA programs have become more affordable. Sure, a program at a top flight school still costs over $100K. At the same time, however, there are reputable programs at regionally-accredited universities for $20,000-$40,000.
When I was 30, I taught English in China for a few years. I soon learned that not only was English highly desirable, so was the ability to speak business English. In many circles, business English has become the lingua franca. In healthcare, education and even nonprofits, you will hear people talk about ROI, competitive advantage, market differentiation and internal controls. Regardless of discipline, most professionals today need to have the skills to provide strategic leadership, manage resources and understand deliverables.
Lastly, it is not just about getting an MBA degree, it is about understanding today's markets, how you and others can deliver valuable to your stakeholders, and when it is time to persevere or pivot. In today's changing environment, every professional needs to have a deep toolbox of insights and skills that are transferrable from job to job and from company to company.
I hope you can see why "Just about everyone needs this MBA stuff." If this resonates with you, remember that there are programs that are accessible and affordable. MBA programs are no longer the places of affluent elite. While an MBA requires lots of hard work, many programs today are affordable and if you have a 4-year degree, you probably don't need a GMAT/GRE or any other prerequisite.
Rick Mann, PhD is Professor of Leadership and Strategy and MBA Program Director at Trevecca Nazarene University. His is also Managing Director of ClarionStrategy.com and can be found at MBAevangelist.com.
