Just build an advantageous ecosystem with a good chance of short-term and long-term commercial support. Do that right, there will be uptake that can slowly build into something competitive. We've seen it happen numerous times with Mathworks (MATLAB), Borland (Delphi/Pascal), Eiffel (Eiffel), Microsoft (C#), Sun (Java), Google (Go), Mozilla (Rust), and Apple (Swift). Really useful and superior tech can also attract people into closer-knit, small, and high-quality communities as we see with Haskell. So, I tell people not to worry if vast majority will use your stuff. Just worry if a good chunk of them will find it useful enough to pick up and extend. Then you might make it.
Note: A cheat I've already mentioned is making your language or whatever integrate with a popular one and its libraries. Clojure, in an anti-LISP world, is proof of how unusually effective that can be. The typical example is how most C alternatives can compile to C or use its libraries.