Coordinate and amplify
If you've got an idea or you're working in marketing, the temptation is to seek out and evangelize those that 'don't get it,' to find and sell to the skeptics.
In fact, real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you.
Ideas spread from person to person, not so much from you to them. So find your biggest fans and give them a story to tell.