1. Law of diffusion of
innovation
Marketing the Framework for a Free Society

2. Law of Diffusion of Innovation
• Developed by E.M. Rogers in 1962
• One of the oldest social science theories.
• Originated in communication to explain how, over time, an idea or product gains
momentum and diffuses through a specific population or social system.
• The end result of this diffusion is that people, as part of a social system, adopt a
new idea, behavior, or product.

3. LAW OF DIFFUSION OF INNOVATION
Early Adopters
13.5%
Early Majority
34%
Late Majority
34%
Laggards
16%
Innovators
2.5%
In order to have an idea spread and gain mainstream adoption, it must
cross the “Chasm.”Think of D-day as a metaphor where the Chasm was
The English channel ,and the destination was Normandy beach--with
the ultimate goal being all of France/ending the war.

4. Five Key Factors Influencing Adoption of an
Innovation (how to develop tools for our customers)
• Relative Advantage -The degree to which an innovation is seen as better
than the idea, program, or product it replaces.
• Compatibility - How consistent the innovation is with the values,
experiences, and needs of the potential adopters.
• Complexity - How difficult the innovation is to understand and/or use.
• Triability -The extent to which the innovation can be tested or
experimented with before a commitment to adopt is made.
• Observability -The extent to which the innovation provides tangible
results.

5. “
”
Don’t find customers for your products, Find
products for your customers.
Seth Godin

6. Marketing Approaches
The old model-Mass-Market
• Mass
(Market/Manufacture/Message)
• One size fits all
• Broadcast Out
• InterruptAttention
• Most Effective Selling Is ByThe
Company
• i.e. Advertising
• Goal Of Marketing
• To Persuade
• DominantTools
• Awareness
• Differentiation
• Messaging
We are Here*-Customer Network
• Niche
• Each chooses creates or modifies to
suit his or her needs
• Send Out & Receive: Connect with the
customer directly
• Earn Attention by Providing
• Good Content, Utility, & Experience
• Most Effective Selling is By Customers
• Advocacy, Reviews, &Word of Mouth
• Goal of Marketing IsTo Inspire
• Confidence,Trust, & Loyalty
• DominantTools
• Innovation
• Collaboration
• Values

7. Applying the Model to the Network
Innovators
• 2.5 %
• CKI/CKF employees, Donors
• These are the people interested in new
ideas; they’re the risk-takers.
• They need little to be nudged
Early Adopters (Trend Setters)
• 13.5%
• Network leaders , opinion leaders, CKI portfolios,
select program participants.
• These people are in leadership roles, embrace change
& are comfortable adopting new ideas & improving
efficiency.
• Their Needs
• F2F Support
• Instructional Guides/FAQs &Lectures
• “Pilot Project”
• What CKI needs to get/build in return
• Case studies,Testimonials & Feedback
• Relationship-building
• Measurement Systems
• Media stories –TheyTellTheir Friends
• Court Opinion leaders

8. Applying the Model to the Network
Early Majority
• 34 % - Pragmatists
• Other Orgs/Aligned Groups
• These people need evidence first, they’re price
sensitive, and somewhat risk-averse.
• Their Needs
• Evidence, references and relationships
• Industry Standards, Plug-&-Play
• Media stories, blogs, “facts-&-figures”, How-to
Videos, Website 2.0, Success stories, Social
Buzz, Contests – Give-aways, trade
shows/conventions
• What CKI needs to get in return
• Social Proof – Evidence
• Feedback – Reviews
Late Majority
• 34% - Conservative Pragmatists
• Other Liberty-advancing orgs.
• More risk-averse.
• Influenced by opinions of laggards.
Motivated partly by a fear of not fitting in.
• Their Needs
• Social norms
• Risk of being left behind
• Goals of CKI
• Provide them with success stories, press,
links to reviews

9. Applying the Model to the Network
Laggards
• 16 % - Skeptics
• These people are bound by tradition.
• Very conservative, highly risk-averse
• Skeptical of change and difficult to bring on-
board.
• Motivated by robust statistics, fear of being
left behind completely, and pressure from
people in other adopter groups.
• Other Needs
• Statistics
• Fear of not fitting in, being left behind.
• Group peer-pressure
Other Leverages
• P.O. alignment for talent selection
• Grant making
• Policy POV
• External Relations
• Human Resources –FPSS

10. Resources
• Tribes by Seth Godin
• The Tipping Point by Malcolm Gladwell
• The Network is Your Customer by David L. Rogers
• Start with Why by Simon Sinek
• Crossing the Chasm by Geoffrey Moore
• Good Profit by Charles Koch
• Diffusion of Innovations by Everett Rogers

11. How to Start a Movement
• https://www.youtube.com/watch?v=V74AxCqOTvg