1. The twists and turns of a long career create unmatched, rich experiences. For you that started out as a web architect, going into sales and then The Chief Evangelist at Khoros. With such a versatile career, how did you consistently set new bars?
I have certainly been fortunate enough to have some great mentors that have inspired me to not be complacent and to reach beyond my comfort zone. Having lived and worked in an international capacity, with a focus on global roles, has certainly contributed to a more macro career trajectory. My encouragement to anyone reading: actively pursue mentors in your career, both inside and outside the organization.
2. Word-of-mouth marketing is a SaaS lynchpin. With B2B companies being prone to industry-specific risks, how does a Chief Evangelist empower buyers to bridge this risk gap?
Expertise is a critical ingredient to gain the trust of the buyer. The red thread in my career has been laser focused on being fluent in the category that I claim to offer value. When I have ventured away from areas that I cannot speak to with credibility, I have faltered. Especially in the age of generative AI, category and product expertise will become a more acute workplace skill.
3. Your love for technology is commendable- how does your passion for tech bleed into your workflows and strategies?
Once again, I will emphasize the importance of becoming an expert and having a growth mindset. This includes the workplace tools and platforms. Think about it like learning a foreign language. Once you become fluent, there are less friction points to contend with. The goal is to achieve flow.
4. Speaking of tech, we can’t forget the hot topic of the minute- AI. What role do you think these thinking-analyzing machines will play in brand and organizational growth?
It seems cliche and perhaps even trite to speak to how disruptive AI will be to the workplace, and yet, its importance can’t be overstated. In terms of the role of AI, my hope and pursuit is to work towards AI making everyone better at what they do and not look to replace humans in the process. Certainly, roles will shift, and teams will become leaner as there is pressure on organizations to optimize the workforce with AI. Just like with the Internet itself, brands who adapt rather than resist, will have the advantage.
5. Most brands don’t do community right. But since Khoros excels at community experience- what do you think marketing teams should focus on to cut the fluff and harness the power of communities?
I am reluctant to claim that most brands don’t do community right. But I will say that community remains an underserved and unappreciated asset, particularly in the marketing function. My advice to marketing teams is to treat the community as a data treasure trove. The community shouldn’t be looked at to further market to, but rather to learn from, test and adapt to the voice of the customer. Communities serve as a rich data asset that brands should be leveraging more.
6. Communities spark a sense of belonging. But how can brands ensure that their communities are driving value for both the business and the customer?
Applying focus to a mutual exchange of value is critically important when looking to foster a brand-owned community. Too often brands over-reach in the get rather than the give. When you focus on the customer value that a community offers, there becomes a long-tail impact to the brand that is often overlooked. Community is a long-term investment. Those looking for a quick-hit, immediate return, will be disappointed. The best brand communities don’t develop overnight.
7. Lately, brands have this “quantity over quality” mentality- churning out content and hoping to attract a crowd. They are always shooting in the dark rather than forming a bond with their audience. What advice would you give to brands that are ensnared in this trap?
It’s important for a brand to be radically honest with itself and its customers in which it serves in the value equation that a community provides. One litmus test and question that I like to ask: How much of the community is representing the voice of the customer over the voice of the brand? When customers feel they are being heard, community thrives.
8. Your book, Human Traits: A Novel Exploring Humanity’s Relationship with AI, deals with the ethical dilemmas of the tech future. What’s your favorite idea from the book, and has that quality helped you be a better leader?
Perhaps my favorite idea from the book is that our blind reliance on technology can potentially lay a perilous path. One of the primary characters from my story completely ejects from technology and her eyes become open to a more beautiful world. As a technologist and futurist, I want to be balanced in how I interact with the world around me. This means having more control over my attention and being more present to those around me.
9. There’s a powerful quote from Dune, “A process cannot be understood by stopping it. Understanding must move with the flow of the process, must join it and flow with it.” It highlights the nature of understanding and process. These two concepts are necessary for leaders to understand, especially the ones working in volatile industries. The question to you is, to future leaders and aspiring— what can they do to grow and help others do it just as well?
Dune was a significant influence in my own storytelling in Human Traits. Replace the word ‘process’ with the word AI in the above quote, and I think it speaks to a truth that we are challenged to see. For both existing and aspiring leaders, we must lead by example and be tirelessly selfless in how we look to lead others. Focus on serving first, inevitably growth will be an outcome of this approach.
Michael Puhala, Chief Community Evangelist, Khoros
Michael Puhala is the Chief Community Evangelist at Khoros. He keeps the company at the forefront of the online community industry by championing its solutions, trusted by hundreds of the most respected brands around the globe. With over a decade at Khoros, he has held roles including VP of Solution Strategy and VP of Global Sales Engineering, contributing to major product initiatives and shaping Khoros’ go-to-market strategy. Between his tenures at Khoros, Michael served as VP of Global Presales at Billtrust. In June 2024, he published his first book, Human Traits, a novel exploring humanity’s relationship with AI.
