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The Secret to Accelerating
 Diffusion of Innovation

    By Chris Maloney
To Do List
I. Review diffusion of innovation theory

II. Learn the 16% rule

III. Apply the 16% rule to marketing strategy

IV. Break the 16% rule
To Do List
I. Review diffusion of innovation theory

II. Learn the 16% rule

III. Apply the 16% rule to marketing strategy

IV. Break the 16% rule
Two best sellers talk about the same
 point from different perspectives
Consumer psychology can help us “cross
   the chasm” to “the tipping point”
At 16% switch your marketing strategy
from generating scarcity to social proof
To Do List
I. Review diffusion of innovation theory

II. Learn the 16% rule

III. Apply the 16% rule to marketing strategy

IV. Break the 16% rule
Apple uses scarcity of distribution and
   information. Ever notice how they don’t
     advertise first generation products?




Source: news.com.au
Facebook created scarcity through
     Harvard. Google+ used invitation only.




Source: geekword.net
What bar, bottle shop or vending machine
    wouldn’t stock Japan’s #1 beer?
In competitive categories, sometimes
being No.2 is all the social proof you need
Build social proof into your products.
 Simple white headphones provided
 observability for a new innovation.
To Do List
I. Review diffusion of innovation theory

II. Learn the 16% rule

III. Apply the 16% rule to marketing strategy

IV. Break the 16% rule
Group buying sites build scarcity and
       social proof at the same time.



Social
Proof




                                        Social
                                        Proof


                                        Scarcity
Send out advance copies to drive scarcity
then ask for reviews to drive social proof.


                             Social
                             Proof
To Done List
 Reviewed diffusion of innovation theory

 Learnt the 16% rule

 Applied the 16% rule to marketing strategy

 Learnt how to break the 16% rule
innovateordie.com.au

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The 16% Rule: The Secret to Accelerating Diffusion of Innovation

  • 1. The Secret to Accelerating Diffusion of Innovation By Chris Maloney
  • 2. To Do List I. Review diffusion of innovation theory II. Learn the 16% rule III. Apply the 16% rule to marketing strategy IV. Break the 16% rule
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. To Do List I. Review diffusion of innovation theory II. Learn the 16% rule III. Apply the 16% rule to marketing strategy IV. Break the 16% rule
  • 9. Two best sellers talk about the same point from different perspectives
  • 10.
  • 11. Consumer psychology can help us “cross the chasm” to “the tipping point”
  • 12.
  • 13.
  • 14. At 16% switch your marketing strategy from generating scarcity to social proof
  • 15. To Do List I. Review diffusion of innovation theory II. Learn the 16% rule III. Apply the 16% rule to marketing strategy IV. Break the 16% rule
  • 16.
  • 17. Apple uses scarcity of distribution and information. Ever notice how they don’t advertise first generation products? Source: news.com.au
  • 18. Facebook created scarcity through Harvard. Google+ used invitation only. Source: geekword.net
  • 19.
  • 20. What bar, bottle shop or vending machine wouldn’t stock Japan’s #1 beer?
  • 21. In competitive categories, sometimes being No.2 is all the social proof you need
  • 22. Build social proof into your products. Simple white headphones provided observability for a new innovation.
  • 23. To Do List I. Review diffusion of innovation theory II. Learn the 16% rule III. Apply the 16% rule to marketing strategy IV. Break the 16% rule
  • 24. Group buying sites build scarcity and social proof at the same time. Social Proof Social Proof Scarcity
  • 25. Send out advance copies to drive scarcity then ask for reviews to drive social proof. Social Proof
  • 26. To Done List  Reviewed diffusion of innovation theory  Learnt the 16% rule  Applied the 16% rule to marketing strategy  Learnt how to break the 16% rule