You don't, instead you use your existing connections with corporate management and your massive advertising budget to convince managers to force developers to use it. Even if they are perfectly fine using C++ or Smalltalk.
Well it was clear that since Java was statically typed, it would be possible to write a faster VM for it eventually. And Sun bought up the startup that was implementing Strongtalk, an actual improvement over the bad performance of Smalltalk consumer hardware.
