How to spread your ideas faster

I always talk about the book I published and the great experience it was to meet the people who participated on it, however. I haven’t really talked about how painful it was at the beginning to get people to participate on it.
The book started as a case study I was doing (you can download the whole book here), but I wanted to do an anthology–find a group of people who wanted to write a small piece and put them all together.
Alas, I was sort of new in the influencer industry and didn’t really know people within it, so every time I talked to somebody two things happened: Either they said they didn’t have time, or I wouldn’t get a response at all.
After sending a few emails I realized the problem wasn’t the project itself, it was that I was talking to the wrong people.
So I started to look for early adopters that would love to be in. People passionate about participating on projects, and who supported the idea I was pursuing.
Then I pitched those people and the same thing happened. Again, I might had one or two guys but rejections were pretty high. And that was a defining moment.
What happened was that I had a problem of trust within that group in the industry. I needed someone who would serve me as a proof that this thing was going to get real, whether they were on the project or not.
And that changed everything.
Two things happen here:
First off, the most important one was that I changed my mindset and started to focus only on the people that were going to add real value, and let them know that. It’s something I couldn’t fake, so they knew I was gonna ship this thing.
Secondly, I found people who were some sort of influencers in the industry and got them on the book. From that point no one turned me down, because I solved a trust issue and I could get more strict on leaving people out. I was saying you’re either on the bus or off the bus.
And it turned out that the people who were more influential among a group, were more willing to participate than others.
From that point on I had people asking me to participate. That changed my situation, so I could focus only on the people who were really going to add value to the book.
It’s not only about focusing on the early adopters. That’s merely the first step.
The lesson here is simple. What happens within any group is that there are always people who lead them. There are always members of the group who have a voice, and the rest of the members follow them.
So, for your project, within your early adopters group there will always be some individuals who have more influence than others. They are the ones making the standards.
The hard part is to figure out how to make the leaders of that group to be part of your thing, so instantly everybody else will say I’m in. Once you figure that out, everything else will take care of itself.