Metadata 2020 have been thinking about how to spend the time during 2020 to ensure that our efforts result in the greatest impact possible. In reviewing our midpoint outputs, we recognized that a key piece that often is missing in the Scholarly Communications Metadata discussion is the change management activities necessary to ensure sustained action toward richer metadata. We feel that effective work here is essential to spur investment and evolved and widespread improved perspectives for metadata. On September 18-19, 2019, we held a Workathon workshop with key contributors to Metadata 2020 to discuss strategies and tactics for catalyzing this action. This paper provides the results of these discussion