Diffusion of Innovations

A cornerstone of the fundamentals of change management

Change Management Fundamentals training helps you to ensure that all of your colleagues who need to understand change do understand change - how change happens, who it affects, how it will affect them, what factors will have an influence, how predictable or unpredictable it will be, what roles they could or should play… etc. Depending on your context and circumstances, this may be an understanding that you want all of your colleagues to have.

We have helped hundreds of people to develop an understanding of Change Management Fundamentals. In doing so, we draw upon a powerful blend of the best available research and conceptual models, and their practical application to real-world situations. No single model explains everything we all need to know about change, but in our view no introduction to change is complete without a thorough discussion of the ideas known as ‘the Diffusion of Innovations’. In other words, how new ideas – changes to the way we do things, adoption of new approaches, use of new technologies – spread through groups of people, populations, societies, and either get adopted by more and more people or, in some cases, don’t get accepted and adopted by very many people at all. It is not always immediately apparent to everybody, but these ideas are central to our understanding of how change happens (or sometimes doesn’t happen) within organisations, and what we can do to ensure that it happens effectively, as quickly as possible, and cost-effectively, when we want it to.

Many great thinkers have contributed to the development of our contemporary understanding of change and change management. The seminal contribution in the field of Diffusion of Innovations is the work of Everett Rogers, generalising theories developed in some specific contexts and helping us all to understand that we human beings have some deep-seated characteristics and follow some rather predictable patterns of behaviour in many, many different contexts. There is a depth and rigour in Rogers’s work, and that of other researchers who have built upon it, that offer a wealth of insights and explanations of ‘what’s going on’ when change is in the air, and perhaps even more importantly what we can expect as the lifetime of the change progresses.

Time For Change is on a mission to spread awareness of this vitally important theory of, er, spread! We welcome opportunities to share ideas, learn about new developments in the field, and collaborate with others who share our enthusiasm.

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