Gladwell describes three key personality types which we can use to communicate our message. These are Connectors, Mavens and Salesmen. Just a few of these people ought to be enough to tip the skeptics and see that the design message is evangelized throughout the organisation. Connectors, Mavens and Salesmen are the people with influence in an organisation. These are exactly the type of people to whom we need to sell our new design and its benefits.
Connectors are the type of people who know everyone.
They are the people you go to, to get the latest gossip in the office. Mavens are people who know lots of stuff rather than lots of people. A company maven may well be a product manager. Someone who is employed to know all about all the competitors and their products. Or it might be someone in a development role, who knows lots about technology or lots about the computer network.