Who evangelizes for you?

I have written previously about the need to find evangelists to spread your message, and how you should not beg people to be your evangelist, but finding evangelists is actually a two way street.  Your evangelists should not be a part of your organization, but they should hold  and espouse your same values, and make your customers glad that you have the association.  A person who is out shilling for 100 companies is not an evangelist and may well not be someone with whom you want to be associated.  An evangelist lends their most valuable thing to you, themselves, and you are borrowing from them, you need to make sure it is a positive return.