Diffusion of Innovations, 5th Edition Review

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Diffusion of Innovations, 5th Edition ReviewVirtually every piece of change management literature that I have read since being introduced to Diffusion of Innovation either has its foundation in this book or its thesis can be understood in terms of Everett's framework. Do not let the 1962 date of the first edition (up to fifth edition at this writing), make you question the work's currency. While it is regularly called a classic, it is in no way an antique.
One caveat. Whether you are going to respond to D of I as positively as I did will depend in part on your cognitive style. If you are comfortable reading about abstractions that grew out of research from largely non-business fields of study and are comfortable personally having to make the leap from theory to practical application, you will value this book. If on the other hand you need a clearly defined process for applying the framework and have a hard time generalizing non-business research to your own world, you probably want to look elsewhere. Though Diffusion of Innovation is more abstract and less business focused, I personally find D of I to have more practical value than works such as Daryl Conner's Managing at the Speed of Change or John Kotter's Leading Change, both of which I feel are better at creating a sensitivity to change management concepts and fueling a sense of need for "expert" consulting resources than they do providing tools and knowledge.
I have used Rogers' framework to craft change programs in corporate and consulting environments and can confirm that, if you are willing to make an investment in understanding how its concepts can be applied within your context, D of I is an invaluable resource.
Bottom line: a great framework based on sound research, well written and entertaining, and, if you can make the leap from abstraction to application, eminently practical.
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