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Diffusion of Innovations

Also known as: Adopter Categories · Innovators / Early Adopters / Majority / Laggards

New ideas spread through a population in a predictable sequence of adopter types.

A foundational social-science model describing how innovations are communicated and adopted over time across innovators, early adopters, early and late majorities, and laggards, shaped by attributes like relative advantage and compatibility.

Core concepts

Adopter CategoriesS-CurveInnovation Attributes

Best when

  • Planning a rollout sequence for something genuinely new

Watch-outs

  • Descriptive, not a go-to-market plan on its own