Theory explaining how, why, and at what rate new ideas and technology spread

Description:

   Our population consists of groups, in terms of spreading    the innovation.

  1. Innovators - These are people who want to be the first to try the innovation. Very little, if anything, needs to be done to appeal to this population.
  2. Early Adopters - These are people who represent opinion leaders. They enjoy leadership roles and embrace change opportunities. They do not need the information to convince them to change.
  3. Early Majority - They do adopt new ideas before the average person. They typically need to see evidence that the innovation works before they are willing to adopt it. Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness.
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