One of my favorite books is “Dealing with Darwin– how great companies innovate at every phase of their evolution” written by Geoffrey Moore. It is well worth a read.
When you work through his other books and connected thinking of “Crossing the Chasm” and “Inside the Tornado” you really appreciate the learning stories coming out of Roger Moore’s studies of the Technology Adoption Life-Cycle.
We all need to rethink a lot as the new challenges come rushing towards us. In his work Geoffrey Moore talks about ‘traction’ and I think this is a great word for thinking about how to gain diffusion and adoption in product, service or business models, to gain market and customer acceptance.
The future within our engagements will determine diffusion and adoption
It is all about letting go but also grabbing more at the same time, and then finding ‘it’.
Technology has opened up the door to both scale and fragmentation and social business is the one pushing through this open door. We are increasingly facing the Collaborative Economy everywhere we turn. Social business is becoming the denominator of success or failure.
We are needing to confront the new questions that are emerging
New rules are emerging – you could say new theories – and where are these fitting within the corporate mindset?
According to Professor Clayton Christensen and drawn from his book “Seeing What’s Next: Using the Theories of Innovation to Predict Industry Change”, by Clayton M. Christensen, Scott D. Anthony, and Erik A. Roth published by Harvard Business School Press, the only way to look into the future is to use theories.
“The best way to make accurate sense of the present, and the best way to look into the future, is through the lens of theory.” The theory of innovation helps to understand the forces that shape the context and influence natural decisions.
This might not be fashionable for many because as soon as you introduce “theory” into the discussion for many of my practical colleagues they want to dismiss it.
Going back to Christensen “good theory provides a robust way to understand important developments, even when the data is limited. “Theory helps to block out the noise and to amplify the signal”.
Diffusion of Innovation Theory is important for our innovation understanding
I have been recently revisiting Everett Rogers work on diffusion and adoptions recently, evaluating if it has the same relevance in my mind in our more connected world, where speed, knowledge and exchanges are measured in micro seconds.
This reminded me of a suggestion I made some time back and I thought I’d ‘air’ this again for engaging with others.
We constantly fall into the trap of not providing our listener enough of a reason to ‘buy into’ our thoughts. We forget to either pitch it to their mental framework or we do not provide a set of compelling arguments that allows our idea a mutual recognition of its value or structure, to take it forward and transform it into something tangible and valuable.
I think using Rogers rate of diffusion principles you can end up offering a fairly powerful positioning statement. Continue reading