Focusing On Customers – Evernote’s Ambassador Program

Evernote is one of my favorite tools and I’m becoming a huge fan of their company too.

Evernote’s stated goal is to “give everyone the ability to easily capture any moment, idea, inspiration, or experience whenever they want using whichever device or platform they find most convenient, and then to make all of that information easy to find.” They do a great job of achieving that goal with tools that “just work”.

I’m not the only one who loves them; if you aren’t familiar with Evernote, just Google them and read for yourself how much their customers love them and the unique ways people use their software.

Like many great companies, Evernote recognizes the importance of their customers in helping them promote, support, and improve their products. To publicly recognize their more passionate users, they recently created the Evernote Ambassador Program. Ambassadors are recognized for their individual areas of expertise and the ways Evernote helps them achieve their goals – thus helping other users achieve theirs.

Ambassadors can also be identified by these special badges:


I think there are some great marketing lessons to be learned from what Evernote is doing. Here is my biggest takeaway from this story:,

We often talk about generating referrals and “buzz”. Your customers don’t want to talk about you, they want to talk about what they were able to accomplish because of you.

Here are some other questions to think about:

  • Do you know how your customers are using your product or service to fulfill their personal goals?
  • Do you have a crystal clear purpose for your company (see Evernote’s goal above)
  • How can you help your customers help other people like them?

P.S. – I always love to hear how other people use Evernote; leave a comment about your favorite way to use it.


  1. Hey Bill,

    I downloaded Evernote on my Android just a little while ago and I love it! – And I love to see this post and learn that in addition to having a great product – they’re a company that gets “it”. Love that!

    I use it for quick little notes to myself on the go. Need to remember a name? Put it in evernote. Heard of a great new song – jot it down in evernote.. Idea for a client.. jot it down in Evernote.

    Thanks for the post – the Ambassador program is an awesome idea – and you gave us all something to think about for our own businesses!


  2. Gee Bill — another great tip to a tool worthy of note.

    Thank you for sharing and thanks also to Carolyn for endorsing Evernote, as well. I guess it’s true . . . “Great Minds Think Alike!”. ‘-)



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