There are many references on the web about the
subject. And, as our individual development gains the strength to standalone, we discover
that there is "one-right-answer"
to any of the topics we are so fearless of.But the great challenge is the Diffusion
of Ideas and Innovations. To help us out in our quest(s) here are a few ideas
from Everett M. Rogers author of Diffusion of Innovations.
Mr. Rogers looks upon the diffusion of innovations as a time ordered process which
involves:
- Knowledge
- Persuasion
- Decision
- Implementation
- Confirmation
These processes also can lead to confusion on the part of the "change agent".
while there is a technical difference between diffusion and dissemination,
in the processes concerned with the spread of innovation throughout a given culture, there
are in fact used interchangeably.
So Mr. Rogers sees diffusion as the overall process which actually
communicates the innovation throughout a social structure overtime. And he uses the term
social structure to include countries, corporations, groups, organizations, or any entity
which has communication among it's members (formal or informal).
As with all things, there are no absolutely correct
processes or procedures which will push either an idea or innovation through any corporate
or social system. However, this does not preclude us from learning from the successes and
mistakes of others who have tread the trails before us.
A very interesting aspect of the Diffusion
of Innovations is the concept of rejection and modification. It is possible
for the an entity to reject an innovation as presented, and implement there own version of
the innovation! This is not acceptance in the normal sense, but it is a form of
non-rejection.
