Recently I’ve been talking with my friends about an idea that business guru Guy Kawasaki has been at the forefront of for many years, the idea of “product evangelism” or utilizing your biggest supporters to positively promote a product or organization (i.e. Apple’s iCabal).
Following up on this thought, you should look at how to develop your company’s/industry’s supporters into a cohesive “pack” (for lack of a better word) that is willing to support and defend your company. Non-profit coalitions have been doing this for quite a while, and businesses can learn quite a bit from these organizations. Many non-profits, if not almost all of them, have spent decades doing more with less when it comes to communications and coalition-building. What these groups lacked in financial strength, they made up for in passion, perseverance, strategy and volunteerism.