Overcoming the Network Effects?

paul_harrison asks: "I am trying to introduce a new P2P protocol. It's technically superior in several respects to existing protocols, but there's one big problem: too few people using it. Now this is not a new problem, there's even a name for it, "Network Effect". It crops up all over the place: which websites become popular, which formats and protocols people use, which operating systems people use, even which side of the road people drive on... So my question is this: how do things like these overcome network effects and become popular?"