Our understanding of the need for systemic change grew from an almost casual interest in object-oriented programming. We hoped to share this with our company but found they had many reasons to be cautious. We had better luck looking for a receptive audience in our professional activities.
Examples
We hosted workshops at object-oriented programming conferences. We wrote a call for participation that was just specific enough to attract those who would likely understand what we wanted to do. At a conference drawing 3,000 we might get a full day of attention from 30, and from these, 3 people willing to join our mission.