Design Principle #1 for 84% Innovation Adoption – Aiming for 84%
This series of blog posts describes the principles relevant
for designing an innovation for rapid adoption by 84% of a target group. 84% adoption
is the threshold for achieving sustainable change.
The underlying theory stems from the "invisible
college" around Rogers, E.M. (2003) “Diffusion of Innovations.” which
reminds us that adopters are grouped as Innovators 2%, Early Adopters 14%,
Early Majority 34%, Late Majority 34% and Laggards 16%. Designing innovations (and
the change intended by them) to reach the Late Majority is a very different
game than that typically "played" (which actually only focuses on the
Innovators and Early Adopters). Such "designs" depend on
understanding our own body of work which skilfully integrates systems thinking,
living systems principles, complexity thinking etc. None of the design
principles we will discuss are “innovative” – it their blending and orchestration
to achieve 84% adoption that is the art of “deep diffusion” we master.
Design Principle #1: Aiming for 84%
You must want to reach 84% of the target population (and of
course understand who that target population is including what “adoption” means
in a measurable manner). Your aim may be the complete market or just a segment
of it, i.e., the Innovators. In any case, you need to define the NUMBER OF
INDIVIDUALS you want to reach – 84% of these is your success measure. Whatever
the case, you must deeply understand who you are reaching out to and how you
will measure adoption. You do not have to aim for 84%, however if you want to truly
create sustainable change and/or reach those adopters where the greatest
commercial profit is achieved. “Build it and they will come” does not work from
this perspective.
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P.S. If you
are interested in learning more please visit us at www.innovation-web.eu, our
LinkedIn Group at https://www.linkedin.com/groups/8779542/,
our blog at https://www.innovation-web.eu/entov-hvm-blog,
our Researchgate project page at https://www.researchgate.net/project/Open-European-Network-for-Enterprise-Innovation-in-High-Value-Manufacturing-ENTOV-HVM,
our Sourceforge page at https://sourceforge.net/projects/entov-hvm/
and our Facebook page at https://www.facebook.com/groups/2014779865300180/.
You can also follow us via Twitter: @owschwabe (#innovationweb) and the
LinkedIn Group page https://www.linkedin.com/company/entov.
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