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How New Ideas Spread (Part 1)

Wednesday, November 11, 2020
Author: Business Consultants, Inc.

How New Ideas Spread (Part 1)

Since the beginning of the 20th century, scientists started to ask these questions:
What makes some ideas spread faster than others?
And how can someone ensure that his idea spread?

At first glance it may seem that the characteristics and advantages of an innovation is enough to get an idea adopted by the targeted audience, whether decision makers or direct consumers. However, Everett Rogers, one of the most influential writers in the field of innovation, claims that it is difficult to get new idea adopted even if it has an obvious advantage.
So the logical question is: what are the factors that contribute to the diffusion of an innovation?

According to the Diffusion of Innovation theory, there are four main elements we have to take into consideration if we want our idea to spread: the innovation, a social system, time, and communication channels.

This first part will discuss the innovation, and the social system aspects, including:

  • How to make an idea great & perceived attributes of innovation
  • How to present your idea according to the different categories
  • ... and many more!

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