Marketing Strategy Execution - How to start a movement?

Most of the time, I am facing the situation where I need to engage people in executing the strategy. Easy to say but probably the most difficult part of being a CMO (make it happen). One of my friend (@alainthys) showed me this video few years ago and it is so true!

When working on an innovative project or on a new commercial activity, who might be your first follower? Your existing client (a co-creation model)? Your sponsor (classical Corporate Model)? Your peers (collaborative model)? Anyone, that trust your idea?

So my question is: have you found your first follower? could you tell us what is his/her usual profile?