Change evokes three kinds of response: early adoption, middle and late adoption. Early adopters have natural interest in the new. They'll take on the risks of imperfect to have the new. Middle adopters adopt when the early adopters they're connected to get excited about the new. Later adopters adopt when the middle adopters they're connected to have embraced the new, with reluctance or enthusiasm.
Initiating change means focusing messaging, support and listening to early adoptors. Trying to appeal to and engage the other demographics slows down and compromises the process. The whole strategy is simple: creating and helping spread user success stories.