In a soon to be published article David Creelman has some useful advice for professionals:
Once you have educated yourself on a topic it is natural to become an enthusiastic proponent of the subject and urge managers to try it out. This is natural but it may not be the best strategy. Busy managers are not eager to try out someone's pet ideas. Enthusiasts often end up angry because no one wants to take advantage of their new expertise. The best strategy is to talk to managers about problems and opportunities. When you really understand their situation then you will eventually find situations where your newfound knowledge genuinely is of use. If you are working to address their need, rather than working to promote your area of interest, then you will be much more successful.