The Diffusion of Innovation, 5th ed by Everett Rogers

Concentrate on Opinion Leaders

  • Change agents need to concentrate their efforts on opinion leaders. Opinion leaders have followers whereas innovators are the first to adopt new ideas and are often perceived as deviants. Demonstrations can help. Be sure to differentiate between experimental demonstrations that are conducted to evaluate the effectiveness of a new idea and exemplary demonstrations that are conducted to facilitate diffusion. One should also work to improve a client’s evaluative ability.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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