LAW OF INNOVATION DIFFUSION

diagram of the law of innovation diffusion.

LAW OF INNOVATION DIFFUSION

The Law of Innovation Diffusion - first theorized by Professor Everett Rogers in 1962 - is a theory for explaining how ideas or products get "adopted" by the total population of consumers over time. Every person in your brand community fits somewhere within this bell curve, but what this bell curve reveals to us is that the priority of our communication should flow from left to right: starting with those most eager to hear and take action, and overflowing into each new segment of your consumer population from there. If you're looking to give new direction and fuel to your communication strategy, start with these 3 questions:
"Who is my innovator and what do they care about?"
"What problems are they trying to solve?"
"How would they like their existing life situation to change, and how can we help them make progress towards seeing it happen?"

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