an observation of the advantages and benefits of adopting a specific innovation. An innovation that is more compatible with a persons lifestyle and cognitive characteristics is more likely to be assimilated into an individuals life. We have given them a canvas to paint on and given ourselves as leaders a lens through which to evaluate ideas and make investment decisions. Wilbur Schramm and other founders of the Communication Studies area.2 Later, Amy Shuens (2008 web.0 reminded me of the relevance of Rogers identification of five characteristics of an innovation and how they may influence whether someone adopts a product or service: relative advantage; compatibility;.
In order to lead innovation successfully, every company needs a clear innovation thesis.
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ALL rights reserved, anthony. Adoption may have more to do with potential adopter than the characteristics of the innovation. On a quarterly or biannual basis, we can then get together as leaders, review progress and refine our thesis. All the necessary information and prerequisites (in step-by-step format) with regards to the online. An innovation will likely spread through the target population faster if the benefits are visible. Pennings, PhD is a professor of global media at Hannam University in South Korea. The Demo by Douglas. Ive been following Rogers since I did an undergraduate internship at the East-West Centers. For example, I have heard several innovation leaders talk about letting a thousand flowers bloom and espouse the notion that there is no such thing as a bad idea. Because we cannot predict the future, our innovation thesis must developed and viewed as a hypothesis that will evolve over time.
In particular, Rogers was concerned that for individuals to adopt an innovation, they must make a conscious decision that overcomes their uncertainty about the product or process. The easier it is to see the advantages of an innovation, the faster it will diffuse throughout society. He wrote that the innovation was not in itself enough to convert people. Edwards University in Austin, Texas and was on the faculty of New York University from. Engelbart was a 90-minute live demonstration of the interface technologies that highly influenced the trajectory of computer design that ultimately came out in the Apple Macintosh, including the first use of a mouse. Observability completes our list of important characteristics identified by Rogers.