The largest arts festival in the world is the Edinburgh Fringe. However when it started it was not a major initiative it was a small gathering of 8 theatre companies. The festival has grown through word of mouth and year on year.....like many businesses.
There is a lesson here for leaders - as much as you want success today, big success now...it takes time. You cannot engage all your employees or potential customers in one fell swoop. It is about continuously doing the right thing, about getting key people to engage and let them "sell" the ideas to other people.
That is why web 2.0 is a fantastic tool to engage people. If you use them correctly, then you will build customer and employee evangelists who will market your ideas for you.