The Golden Circle.
This, again, is not about our beloved animals; in other words, this is not about our dogs.
But it is about something of supreme importance: The role of innovation. That’s innovation in all aspects of our human lives. Think of it as a process of innovation.
There was the Diffusion of Innovation (DOI) Theory developed by E.M. Rogers in 1962. There is a comprehensive explanation of DOI here, from where I take the following diagram, but before explaining, from that same site, the meanings behind the definitions, I would like to emphasize one important point: “It works better with adoption of behaviors rather than cessation or prevention of behaviors.“.
So here is that diagram:
Here are the meanings of those terms (my emboldening):
Adoption of a new idea, behavior, or product (i.e., “innovation”) does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others.
Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation.
There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population. When promoting an innovation, there are different strategies used to appeal to the different adopter categories.
- Innovators – These are people who want to be the first to try the innovation. They are venturesome and interested in new ideas. These people are very willing to take risks, and are often the first to develop new ideas. Very little, if anything, needs to be done to appeal to this population.
- Early Adopters – These are people who represent opinion leaders. They enjoy leadership roles, and embrace change opportunities. They are already aware of the need to change and so are very comfortable adopting new ideas. Strategies to appeal to this population include how-to manuals and information sheets on implementation. They do not need information to convince them to change.
- Early Majority – These people are rarely leaders, but they do adopt new ideas before the average person. That said, they typically need to see evidence that the innovation works before they are willing to adopt it. Strategies to appeal to this population include success stories and evidence of the innovation’s effectiveness.
- Late Majority – These people are skeptical of change, and will only adopt an innovation after it has been tried by the majority. Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully.
- Laggards – These people are bound by tradition and very conservative. They are very skeptical of change and are the hardest group to bring on board. Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups.
Now there’s a TED Talk that I hadn’t seen, and yet nearly 51 million people had! It came to me as an email from TED and yesterday, while we were sitting up in bed early in the morning, I watched it. It ‘spoke’ to me and I felt that I just had to share it with you.
Because so many of the problems that face our society today are global issues and if humans are to have a future on this planet then we need great leaders who will inspire us.
Now watch the following video, it’s just over 18 minutes long, but it says it all.