God knows I'm not a marketer, but I think mainstream adption as a concrete goal is too ambitious, as well as too nebulous. Start with niche markets that you know and expand from there.
Since I am convinced that the western economies will go through some very difficult times in the coming years, my hope is that bitcoins will position itself as an alternative when governments start setting up capital controls, raising taxes, and especially inflating. So my focus is on attracting the (hopefully) growing number of people wanting to escape in some sense governmet intervention.
That is my focus and my goal. Others disagree of course