One goal of the Q.wiki is that content is not only delivered from the top-down, but also created and maintained by employee self-motivation. This requires a sensitive approach. For this purpose we identify wiki-roles within a company using the persona method. This way we can ensure that there are sufficient interceders and key personnel in the right positions to achieve a multiplier effect. Depending on the type of company, we use the so called communication portfolio in order to predict the multiplier effect. On the other hand we also establish a structure with you to maintain content top-down, for example; out of periodical leadership circle sessions. Concise and short training sesions for managers, administrators and authors conclude this phase.