This narrative, single-case study examines how liaison librarians at the University of Minnesota (UMN) came to include advocating for reform of the scholarly communication system among their core responsibilities. While other libraries may hire a coordinator or rely on a committee to undertake outreach programs, UMN has defined baseline expertise in scholarly communication for all librarians who serve as liaisons to disciplinary faculty members. By "mainstreaming" scholarly communication duties, UMN is declaring these issues central to the profession. This intrinsic study uses evidence gathered from open-ended interviews with three participants, supplemented by documentation. It explores the context of these changes, systems thinking, and new mental models.