In the old days, “evangelism” was something that religious fanatics did. Not the rest of us. But Guy Kawasaki has made a career out of his role as “evangelist” for Apple. What is evangelism? It is not just marketing a product or service. It is connecting a transaction to a much bigger thing. And as Guy points out, evangelists need to be sensitive to what is DICEE. This applies to assessing our own strategic ideas as well. Are they “deep”, “indulgent”, “complete”, “empowering”, and “elegant”? If not, we have work to do!