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 (DOI), first published in 1962, remains one of the most cited social science theories. It explains how, why, and at what rate new ideas and technology spread through cultures.
As a leader, understanding Rogers is the difference between forcing change and orchestrating an environment where change is naturally embraced.
What Rogers Tells Us About Innovation
Rogers argues that "diffusion" is a specialized form of communication. He identifies four main elements that influence the spread of a new idea:
The Innovation Itself: It is not the objective quality of an idea that matters, but its perceived qualities. Rogers outlines five attributes that determine the rate of adoption:
Relative Advantage: Is it better than what we have now?