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The Impact of Adoption and Change
Source: The Marketing Technology Blog
Oct 27, 2009


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Summary

I’m reading Kevin Eikenberry’s book, Remarkable Leadership: Unleashing Your Leadership Potential One Skill at a Time and will be having coffee with Kevin tomorrow. It’s a fantastic book – and one chapter really hit home with me on championing change.


Kevin discusses change in great detail. One of the references that Kevin uses is the 1962 book by Everett Rogers, Diffusion of Innovations. It’s a theory that has stood the test of time… providing insight into how we adopt technologies. The breakdown is as follows:



Even more interesting is when you review adoption on a scale of time. Here are some samples of the adoption of innovation:


That said, I’m not sure that anyone has discussed or measured the business impact of adoption. One of the pieces of advice that I provide clients is that, once a methodology is proven but not yet mainstream, the opportunity for an impact on your business is huge. As time goes by and businesses continue to ignore the adoption, they are losing the potential of that impact. Here’s my theoretical chart:



I’ve watched as companie

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