A key task that successful leaders face lies in the promotion of innovative ideas throughout the organization. Review the literature from Everett Rogers on the diffusion of innovation (below). Then, compare his research with resources you locate online or in the NU library. Once you have completed some research, answer the following questions:
• Explain what Rogers is telling us about innovation.
• How does Everett Rogers’ description in Diffusion of Innovation still apply today?
• How can you apply this information in a leadership position?
Sample Answer
Everett Rogers’ Diffusion of Innovations (first published in 1962) remains the foundational framework for understanding how new ideas, technologies, and practices spread through social systems. Rogers defines "diffusion" as the process by which an innovation is communicated through certain channels over time among the members of a social system.Everett Rogers’ Diffusion of Innovations (first published in 1962) remains the foundational framework for understanding how new ideas, technologies, and practices spread through social systems. Rogers defines "diffusion" as the process by which an innovation is communicated through certain channels over time among the members of a social system.
What Rogers Tells Us About Innovation
Rogers argues that innovation is not just about the quality of the "thing" itself, but about the social process of adoption. He breaks this down into four main elements:
The Innovation Itself: Adoption is determined by the "Perceived Attributes" of the innovation, including:
Relative Advantage: Is it better than what it replaces?
Compatibility: Does it fit with existing values and needs?
Complexity: Is it difficult to understand or use?