What Qualities Make Innovations Spread

What Qualities Make Innovations Spread?

• Diffusion of Innovations takes a radically different approach to most other theories of change.
• Instead of focusing on persuading individuals to change, it sees change as being primarily about the evolution or “reinvention” of products and behaviours so they become better fits for the needs of individuals and groups.
• In Diffusion of Innovations it is not people who change, but the innovations themselves.
• Why do certain innovations spread more quickly than others?
• Why do others fail?
  • (1) Relative Advantage
    • This is the degree to which an innovation is perceived as better than the idea it supersedes by a particular group of users, measured in terms that matter to those users, like economic advantage, social prestige, convenience, or satisfaction.
    • The greater the perceived relative advantage of an innovation, the more rapid its rate of adoption is likely to be.
    • There are no absolute rules for what constitutes “relative advantage”. It depends on the particular perceptions and needs of the user group.
  • (2) Compatibility with Existing Values and Practices
    • This is the degree to which an innovation is perceived as being consistent with the values, past experiences, and needs of potential adopters.
    • An idea that is incompatible with their values, norms or practices will not be adopted as rapidly as an innovation that is compatible.
  • (3) Simplicity and Ease of Use
    • This is the degree to which an innovation is perceived as difficult to understand and use.
    • New ideas that are simpler to understand are adopted more rapidly than innovations that require the adopter to develop new skills and understandings.
  • (4) Trialability
    • This is the degree to which an innovation can be experimented with on a limited basis.
    • An innovation that is trialable represents less uncertainty to the individual who is considering it.
  • (5) Observable Results
    • The easier it is for individuals to see the results of an innovation, the more likely they are to adopt it.
    • Visible results lower uncertainty and also stimulate peer discussion of a new idea, as friends and neighbors of an adopter often request information about it.
• Reinvention is a key principle in Diffusion of Innovations.
  • The success of an innovation depends on how well it evolves to meet the needs of more and more demanding and risk-averse individuals in a population (the history of the mobile phone is a perfect example).
  • A good way to achieve this is to make users into partners in a continuous process of redevelopment.
  • Computer games companies, pharmaceutical corporations and rural research institutes are examples of organisations that seek to make users active partners in improving innovations by supporting user communities or by applying participative action research techniques.
  • Many computer games are now built with the intention that they will be modified by enthusiastic users.
  • Says consumer behavior expert, Francine Gardin.
  • “They’re actually participating in the design of the game.
  • These consumers are really passionate about the game – it’s almost like a cult.
  • They have an incredible sense of loyalty and ownership of that brand. Instead of complaining, they fix the product.
  • The concept of reinvention is important because it tells us that no product or process can rest on it’s laurels:
    • Continuous improvement is the key to spreading an innovation.