Diffusion Lifecycle. Creative tools > Diffusion Lifecycle When to use it | How to use it | Example | How it works | See also When to use it Use it to identify the best people to talk with when you are first developing your idea.
Use it to classify target users when you are implementing your ideas. Use it to help identify appropriate actions to get buy-in to your idea. How to use it Use the categories below to classify the different types of people you are targeting with your idea. Innovators (2%) Innovators are the first 2% of the population. 'Techies' are a typical group of innovators. Early Adopters (14%) Early adopters enjoy the admiration of others in their adoption of new ideas, but are less interested in the kudos than the material advantage that they gain from using it. Early Adopters pay particular attention to Innovators as they are a good source of the 'next great idea'. There are two types of early adopter. Early Majority (34%) The Early Majority are something like a herd of cattle or a flock of sheep.
Diffusion. Principles of creativity > Diffusion The principle of diffusion | Networks of people | See also How do ideas spread?
How do you get all of those people out there to understand and be excited by your idea or product? How can one person communicate with so many others? It is a common problem that has stymied innovators everywhere. The principle of diffusion An important metaphor that helps to explain how ideas spread is that of diffusion. Atomic diffusion Ideas 'diffuse' through society much like atoms diffuse through the air.
The tipping point Malcolm Gladwell describes in his book, The Tipping Point, how, when enough people know about an idea, it suddenly takes off. Memes and viruses Richard Dawkins, in his Darwinian masterpiece The Selfish Gene, noted how ideas spread like viruses, almost having a life of their own. Networks of people People are connected together with one another through social and other relationships. The rule of six Network hubs Hubs vary in type. Marketing buzz See also. Adoption Checklist. Creative tools > Adoption Checklist When to use it | How to use it | Example | How it works | See also When to use it Use it when you are exploring how an idea can be put into practice.
Use it to test the viability of an idea, perhaps earlier in the process, before you start making prototypes. How to use it To maximise the speed at which information about something you have created is spread through a society and is broadly adopted, consider the following checklist. Example I have an idea for a new demountable building structure, so test it out with the table as above. How it works This checklist is based on a landmark study by Everett Rogers of how ideas spread ('diffuse') through societies. Diffusion of Innovations - Social Marketing.
The basic premise behind this theory is that getting people to adopt a belief or behavior is a process - not a one time action. It involves four factors: the innovation or idea/product itself, the communications used to create awareness and education, the time it takes to spread the word and the nature of the society or culture where the innovation is being introduced (Rogers, 1995).
Essentially, you have the "thing", the messenger (opinion leader), timing and the audience's environment. Case Studies - Social Marketing.