Start with why
People don't buy what you do but why you do it.
This TED talkby Simon Sinek (about 20 minutes) is well worth your time to watch if you are currently in leadership or desire to influence others. This why question is not based in clever semantics but in biology. Here's the URL if you want to bookmark or Pocket it for later.
Answering this question will propel you beyond innovation and early adopters but to a tipping point of influence, illustrated in the talk in Sinek's description of the law of diffusion of innovation.
Thanks to Sarah Hanks for suggesting our leadership team at Northstar watch this.