What you need is information and insight from individuals who can actively contribute, are engaged, are ideally open to change (or at least would like to see things change for the better) and understand and agree to the aforementioned rules. These engaged contributors should come from all parts of the business—if they are involved in product creation and delivery, they should be considered. You will need a broad set of information and data to move forward, therefore you need to get a broad set of engaged contributors involved.

To ensure you can identify as many people as possible, you will need to establish a good network across the organization or at the very least access to those who already have one—especially if your organization is sizable as it's not practical to identify and be on speaking terms with everyone. You will normally...