As shown in our model, new knowledge can come from a multitude of sources including customers, suppliers, trade organizations, strategic alliances with other firms, and even friendly competitors when possible. Why do these individuals we call "innovators" actively seek out new knowledge from outside sources? Innovator characteristics include a desire or fascination with new ideas, innovations, and knowledge. Thus, according to Rogers (1995), innovators would be the individuals who actively seek out new knowledge or innovations through a multitude of outside sources using primarily interpersonal and secondarily cosmopolite channels of communication. Within an organizational context, we propose that organizations actively seek out those innovative type individuals to fulfill this knowledge acquisition role. For example, in many organizations, the managers or executives would normally attend trade shows or conferences, thus being exposed to new knowledge. While we do not advocate the elimination of these normal business practices, we suggest that individual innovators who have a fascination and passion within a particular domain or area of expertise also be included in these boundary spanning activities in the acquisition of new knowledge. Another example would be sending innovators to visit suppliers, customers, or strategic alliance firms where they can proactively acquire new knowledge form these sources. Appleyard (1996) supports this in her research on knowledge sharing. She found that using professionals to assist employees facilitated the knowledge acquisition and sharing process by providing more effective knowledge-sharing and acquisition vehicles and sources.