Leadership & Influence: Diffusion of Ideas

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The "Law of Diffusion of Innovations" has long been observed as the standard for technology adoption, but can this simple bell curve also be used to inform our leadership and enhance our influence? This short presentation will give participants a basic understanding of the five adopter categories and provide recommendations for communicating and influencing each to increase effectiveness, drive persuasive communications and the championing of ideas.

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Leadership & Influence: Diffusion of Ideas

  1. 1. LEADERSHIP & INFLUENCE Diffusion of Ideas Speaker: Christopher Tarantino @Tarantino4me Rochester Chapter
  2. 2. #spectrum14 Can IDEAS spread like INNOVATIONS ? That’s what we’ll explore in the next twenty minutes…
  3. 3. #spectrum14 The Diffusion of Innovations Everett Rogers (1962)
  4. 4. #spectrum14 How can we better identify these groups/characteristics?
  5. 5. #spectrum14 Diffusion Groups (part 1) Innovators • Tech geeks/nerds • Trailblazers, risk-takers • Responds to: • The word “new” • Being first • Bragging rights: stood in line for every Apple product ever released Early Adopters • Visionaries • Socialites • Responds to: • Evangelizing • Opinion leadership • Bragging rights: told that guy about that thing
  6. 6. #spectrum14 Diffusion Groups (part 2) Early Majority • Pragmatic • Critical • Responds to: • Tested applications • Larger user bases • Bragging rights: adopted [technology] after the kinks were worked out Late Majority • Spectators • Skeptical • Responds to: • Majority opinion • “Bandwagon” thinking • Bragging rights: was pretty late to get [technology], but they’re with it now
  7. 7. #spectrum14 Diffusion Groups (part 3) Laggards • Skeptics • Risk-averse, Inactive • Responds to: • Obsolescence • “I don’t want to & you can’t make me!” • Bragging rights: still has a rotary phone Can you identify these people in your life? How do these groups interact? Have we each been in multiple places on this bell curve before? Can identifying these groups assist us with the persuasiveness of our communication?
  8. 8. #spectrum14 Diffusion, AIDA & the “HierarchyofEffects” • AIDA = Attention  Interest  Desire  Action • Hierarchy of Effects (theory) • Usually applied to advertising/marketing – can also be used to “sell” ideas persuasively! Awareness Knowledge Liking (+/-) Preference Conviction “Purchase”
  9. 9. #spectrum14 When can this understanding help us? Work, personal relationships, sales/marketing, leadership and management, others…?
  10. 10. #spectrum14 “The key to successful leadership today is INFLUENCE, not authority.” Find this presentation online: http://slidesha.re/1g4i3Oo -Kenneth Blanchard
  11. 11. #spectrum14 Other training/services available: • Crisis Communications • Emergency Management • Technology • Information Management • Consulting • Content Management • Exercises/Evaluation
  12. 12. #spectrum14 Christopher Tarantino, MEP CMCP about.me/chris_tarantino CEO – Epicenter Media & Training christopherltarantino@gmail.com @Tarantino4me | (585) 210-3011 THANK YOU!

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