The relationships and social connections that exist among individuals in the target population can affect the rate of adoption of new ideas. Everett Rogers describes the role that "early adopters" play in bridging the gap between the "innovators" (the source of the ideas) and the "early majority" (those who watch and listen to the early adopters). The early majority is more likely to consider adopting a new idea if "someone like them" has tried it.

Brown (2000), Dixon (2002), and Wenger (1998) suggest bringing together groups of individuals with similar jobs and interests to form communities of practice. Communities of practice provide the help and support that adopters often need in applying the improvements to their local areas (Bandura). Through personal interaction, communities of practice also serve as mechanisms for transferring the detailed technical knowledge (i.e., concepts, specific changes, and tips) about the improvements that is often difficult to convey through printed material or formal training sessions.