Diffusion of Innovations

In: Business and Management

Submitted By lorte
Words 735
Pages 3
Startups live and die by their ability to drive customer acquisition growth. Of course many startups are doomed to failure and can’t grow because they never reach product/market fit. But even with product/market fit, traction is tough. Startups are under extreme resource constraints and need to figure out how to break through the noise to let their target customers know they have a superior solution for a critical problem.

Breaking through the noise is very difficult when well-entrenched companies have the resources to dominate traditional channels. The best a startup can hope for in traditional channels is to siphon off a few early adopters that are always on the look out for the latest emerging solutions.

This resource-constrained desperation is exactly the scenario that Malcolm Gladwell suggests leads underdogs to extreme innovation.

Desperation Leads to Innovation

For meaningful growth, startups must completely change the rules of traditional channels or innovate outside of those growth channels. They are too desperate and disadvantaged to adapt to the old rules of marketing. They have to dig deep creatively, and relentlessly test new ideas. If they don’t figure it out quickly, they will go out of business.

Some people would just call this marketing. I call it growth hacking. And the best growth hacks take advantage of the unique opportunities available in a connected world where digital experiences can spread rapidly. Since most growth ideas fail, it becomes critical to test a lot of them. The faster you can hack together an idea, the sooner you can start testing it for some signs of life.

Growth hackers don’t have time to waste around a white board strategizing marketing plans. They are desperately testing trying to find something that works.

It was in this face of desperation that I was part of the team that invented the first…...

Similar Documents

Innovation Diffusion in Mobile Communication Industry

...Innovation Diffusion in Mobile Communication Industry Introduction The word innovation is derived from the Latin word ‘innovatio’ which means renew or change. Innovation is connected with the renewal or improvement in things, it brings a change in the existing things or brings completely new thing into the market and the consequence of innovation is novelty. Innovation is that idea, practice or object which is perceived as new by an individual of unit of adoption (Rogers 1962). Innovation, first of all influences the thinking process of an individual, when one changes the way he makes a decision or makes choices outside of their norm. When innovation comes it changes the old settings and develops a space for new and better process and establishes a completely better system. Innovation and creativity are somewhere connected with each other; creativity can be described as coming up with new ideas, while innovation is about instilling life to ideas that is actually implementing the ideas. Innovation can be described differently at different levels, like on the lower level it is about changing the way the activities are performed and application of inventions; on the other hand, at the higher levels, it is about complete transformation of the organisation. In context to the organisation, innovation is concerned with positive changes in market shares, efficiency, competitive positioning, and quality productivity and so on and all these......

Words: 5006 - Pages: 21

The Diffusion of Innovation Theory

...Nicole Whaley May 11, 2011 Com-126 Comm. and the Media Dr. Susan Montjar, APR  “The Water Car” A good candidate that I believe can be used to exemplify the Roger’s Diffusion of Innovations Theory would be a vehicle that runs on water. It would cut down the cost of gas and allow individuals to drive more efficiently without the worry of costly gasoline pieces. I would design the car to be able to run on gas as well, but if and when the vehicle was out of gasoline, the car would automatically switch to water. It would be design to be ran manually so that the owner had a choice of driving the car on water alone without ever using gas. This would enable the owner to keep the environment clean and sanitary. The people most likely to be receivers of this innovation would be the young to middle age people whose concerns for their pockets and the environment was of great matter. I would predict that those individuals would become my first time buyers. People that have families to support and are in constant commute, back and forth, to work. Individuals, who are economically stable, but still experience hardships when trying to fit the cost of gas into their family budget. People who need standard of living changes that will improve their responsibility to our environment all while still allowing themselves the ease of their current way of living. If I had to give them titles, they would be business-orientated, focus on maintaining their current status and still......

Words: 1391 - Pages: 6

Diffusion

...atoms that are independent, rapid, and random in motion. These molecules frequently collide with each other and with the sides of the container. In a period of time, this movement results in a uniform distribution of the molecules throughout the system. This process is called diffusion (Everett and Everett, n.d.). Diffusion is defined as the movement of molecules away from the area of their highest concentration to an area of low concentration. Net diffusion can be restated as the movement of particles along the concentration gradient. According to Meyertholen (n.d.), there are several factors which may affect the rate of diffusion of a substance. These factors include the following: (1) Temperature: higher the temp-higher the rate of diffusion, (2) Size of particle: bigger the particle-higher the energy to diffuse , (3) State of matter: solid takes more time to diffuse compared to liquids, liquids take more time to diffuse compared to gases and gases take less time to diffuse compared to liquids and solids, (4) Nature of matter: denser the matter-slower the rate of diffusion. My objective was to determine the properties of ammonia (NH3) and of hydrochloric acid (HCl) that are related to diffusion. I hypothesized that ammonia diffuse faster than hydrochloric acid. For more support we conduct also an experiment that would detect the diffusing substances in an agar plate using colored compounds; potassium permanganate, methylene blue and potassium dichromate...

Words: 268 - Pages: 2

Diffusion Paper

...Katrina White-Moore 3/6/11 COM-126 Comm. and the Media Ms. Keri Smith Diffusion of Innovation, when deciding to develop this product I had to think of a big new insight of what the consumer needs, wants, and how they view and use the product. Believe it or not, American loves to try new products that would enhance their lives each day. By developing the product it will also help find what people like and dislike in order making this product successful. Step 1 - Insight Finding of Identification: Trying to "sell to the consumer" on your views is seldom successful; but by watching what they buy daily to use on their face each day will point you straight to terrific new insights. Example: “Procter & Gamble's efforts in 1985 to create a bold new advertising campaign for Folgers to catapult it into market leadership began by watching consumers make coffee and by listening to their descriptions of their process of waking up in the morning. From these efforts came the insight that people actually wake up to the smell of coffee before they get to the taste. And, thus was born "The best part of waking up…" The insight worked so well, it's still guiding the marketing campaign today - twenty years later.” Step 2 - Screening the Product: Now that I have done the research in what it will take to produce this product called “Timelessly,” a new face cream for all types of color and gender I will begin screening my product. I will start with my......

Words: 942 - Pages: 4

Diffusion of Innovation

...Diffusion of Innovation Theory: In communications and Media By: Dezro’ Hill Agnes Scott College Public Health 202 Spring 2013 Environmental and Health Communications Diffusion of Innovation Theory: In communications and Media In Communications there are various ways that professional’s communication with society to make the world a better place. Media is a helpful form of communication when trying to inform society of important information. However sending these messages can sometimes be difficult when creating. Therefore, professionals have found ways in which they are able to communicate these messages depending on the subject. Theories are the skills which professionals use to communicate these messages depending on the subject. One important theory that is use is the Diffusion of Innovation Theory which is used to communicate with society. The Diffusion of Innovation Theory is a theory that addresses how new ideas and concepts, and/or practices are diffused throughout a community or society. The theory was developed by Everett Rogers in 1962. The theory has five subgroups in which audiences fall under when adapting the new idea, innovators, early adopters, early majority, late majority, and laggards. The innovators are the people in the community to create the idea and inform the people in the community about it. These are the people in the community who uses different communication outreaches to inform the community about what’s going on and how they can...

Words: 959 - Pages: 4

Diffusion

...Diffusion Undersøgelse af betydningen af overflade/rumfangs-forholdet Resultat og efterbehandlingen: Resultater Kantlængde cm | Tværsnit af terning | Overflade cm2 | Rumfang cm3 | Overflade i forhold til rumfang | Ufarvet rumfang | 3x3 | | 54 cm2 | 27 cm3 | 2 | 5,04 cm3 | 2x2 | | 24 cm2 | 8 cm3 | 3 | 1,331 cm3 | 1x1 | | 6 cm2 | 1 cm3 | 6 | 0,216 cm3 | Efterbehandling Overflade: 6* (L*b) 6*3*3= 54 cm2 Rumfang: L*b*h 3*3*3= 27 cm3 (Det samme gør man, når man udregner det ufarvet rumfang. Man minusser det dog med Rumfang.) O/R: Overfladen/rumfanget 27/54= 2 Diskussion: a. Det vil den lille terning på 1x1. Det vil den, fordi overfladen i forhold til rumfanget er større i den lille terning end i de større. Det har vi også i forsøget bevidst, da det er den lille terning, der er bedst til at diffundere eddike pga. O/R b. Højden=1 bredde=1 Længde=27 Overflade arealet bliver større, så stoffet nemmere kan diffundere ind i organismen. Desto større overfladearealet er i forhold til rumfanget, desto nemmere har stoffet ved at diffundere ind, derfor er firkantens overfladeareal blevet større. Vi bevidste også i forsøget, jo mindre rumfanget er i forhold til overfladen er, desto mere af eddiken blev diffunderet ind, fordi firkanten, hvor O/R er størst har et mindre ufarvet rumfang. c. Længde*bredde*højde= 27*1*1= 27......

Words: 689 - Pages: 3

Diffusion

...which are the solutes, or dissolved substances. Organelle membranes and the plasma membrane are selectively permeable, allowing water to freely pass through but regulating the movement of solutes. The cell actively moves some dissolved substances across membranes, expending adenosine triphosphate (ATP) (biological energy) to accomplish the movement. Other substances move passively, without expenditure of ATP from the cell, but only if the cell membrane is permeable to those substances. Water and selected solutes move passively through the cell and cell membranes by diffusion, a physical process in which molecules move from an area where they are in high concentration to one where their concentration is lower. The energy driving diffusion comes only from the intrinsic kinetic energy in all atoms and molecules. If nothing hinders the movement, a solute will diffuse until it reaches equilibrium. EXERCISE 1. Diffusion of Molecules Through a Selectively Permeable Membrane Materials string or rubber band 500 – mL beaker one-third filled water sharpie handheld test tube holder 30 % glucose solution 3 standard test tubes starch solution disposable transfer pipettes I2KI solution 2 400 – mL beakers to hold dialysis bag Benedict’s reagent 30 – cm strip of moist dialysis tubing hot plate Introduction Dialysis tubing is a membrane made of regenerated cellulose fibers formed into a flat tube. If two solutions containing dissolved substances of different......

Words: 1040 - Pages: 5

Diffusion

...lighter molecular weight value diffused at a faster rate. Thus, resulting in the formation of a white smoke in the glass tube moving closer to the side of the heavier substance Hydrochloric Acid (HCl). The agar-water gel set-up consisted of a agar-water gel in a petri dish. Potassium Permanganate (KmnO4), Methylene Blue (C16H18N3SCl) had a drop in each well. Methylene Blue, having the heaviest weight, diffused slowly. Therefore, the heavier the molecular weight, the slower the rate of diffusion. Introduction Many interesting biological facts but usually, when modifications or experiments are tried, the investigator has some reason for doing so. A substance in the gaseous or liquid state consists of molecules or atoms that are independent, rapid, and random in motion. These molecules frequently collide with each other and with the sides of the container. In a period of time, this movement results in a uniform distribution of the molecules throughout the system. This process is called diffusion. Diffusion is a process of equalization which involves movement of molecules from an area of high concentration to an area of low concentration. Materials and Methods Results Methylene Blue(MW: 320g/mole) | Potassium Permanganate(MW : 158g/mole) | Time(min) | Distance (mm) | Rate(mm/min) | Time(min) | Distance (mm) | Rate (mm/min) | 0 | 15 | 0 | 0 | 24 | 0 | 15 | 16 | 1.06 | 15 | 32.67 | 2.178 | 30 | 16.3 | 0.5 | 30 | 36.67 | 1.23 | 45 | 17 | 0.38 | 45 | 40.3 |......

Words: 297 - Pages: 2

Innovation

...------------------------------------------------- Innovation From Wikipedia, the free encyclopedia For other uses, see Innovation (disambiguation). Innovation is a new idea, device or process.[1] Innovation can be viewed as the application of better solutions that meet new requirements, inarticulated needs, or existing market needs.[2] This is accomplished through more effective products, processes, services, technologies, or ideas that are readily available to markets, governments and society. The term innovation can be defined as something original and, as a consequence, new, that "breaks into" the market or society.[3] While a novel device is often described as an innovation, in economics, management science, and other fields of practice and analysis innovation is generally considered to be a process that brings together various novel ideas in a way that they have an impact on society. Innovation differs from invention in that innovation refers to the use of a better and, as a result, novel idea or method, whereas invention refers more directly to the creation of the idea or method itself. Innovation differs from improvement in that innovation refers to the notion of doing something different rather than doing the same thing better. Contents   [hide]  * 1 Inter-disciplinary views * 1.1 Business and economics * 1.2 Organizations * 1.3 Sources of innovation * 1.4 Goals/failures * 1.5 Diffusion of innovation * 2 Measures ......

Words: 5808 - Pages: 24

Diffusion Lab

...Fatmata Diffusion Abstract dialysis tubing is, made of cellulose because it’s a selectively permeable membrane. In this experiment, we are testing to see if the solution in the beaker moves into the dialysis bag. Which because of that, Introduction Diffusion and osmosis are two types of transport mechanisms. Diffusion is the movement of molecules from areas of higher concentrations to areas of lower concentration until the molecules are evenly distributed through the area. Osmosis is the dispersion of water. Our cells are capable of absorbing nutrients because, the cell membrane is selectively permeable (some molecules can diffuse freely through the membrane while others cannot). In this experiment we used dialysis bag as a model of the cell membrane. Our hypothesis was that the glucose will diffuse out of the membrane into the beaker filled with iodine solution. To demonstrate dialysis tubing we used water, starch and iodine. When starch and iodine react together they form a dark brown color. Materials Rubber band | Dialysis bag | Beaker | Glucose solution | Iodine solution | Water, thread | Methods * Cut a piece of dialysis tubing that has been soaking in water approximately 40 cm (approx. 16 in) long, Tie the end of the dialysis tubing with two or more knots. * Fill the bag halfway with glucose solution. And add 4 full droppers of starch solution to the bag. * Hold the open end close while you mix the content o the bag. Rinse of outside the bag...

Words: 535 - Pages: 3

Diffusion of Innovation

...NEWS-ON-MOBILE NEWSLAND DIFFUSION OF INNOVATION THEORY One of the greatest pains to human nature is the pain of a new idea. It...makes you think that after all, your favourite notions may be wrong, your firmest beliefs illfounded... Naturally, therefore, common men hate a new idea, and are disposed more or less to ill-treat the original man who brings it.-Walter Bagehot Physics and Politics Definition of Diffusion of Innovation In his comprehensive book Diffusion of Innovation, Everett Rogers defines diffusion as the process by which an innovation is communicated through certain channels over time among the members of a social system. Rogers' definition contains four elements that are present in the diffusion of innovation process. The four main elements are: 1. Innovation - an idea, practices, or objects that is perceived as knew by an individual or other unit of adoption. 2. Communication channels - the means by which messages get from one individual to another. 3. time - the three time factors are: • • innovation-decision process Relative time with which an innovation is adopted by an individual or group. • Innovation’s rate of adoption. 4. Social system - a set of interrelated units that are engaged in joint problem solving to accomplish a common goal. Make a better mousetrap, and the world will beat a path to our door. -Ralph Waldo Emerson Background on Diffusion of Innovation The original diffusion research was done as early as 1903 by the French......

Words: 3464 - Pages: 14

Everett Roger's Diffusion of Innovation Compilation

... Title #12 DIFFUSION OF INNOVATION MODEL Part B. Model Application and Usage Diffusion of Innovations has been applied to numerous contexts, including medical sociology, communications, marketing, development studies, health promotion, organizational studies, knowledge management, and complexity studies, with a particularly large impact on the use of medicines, medical techniques, and health communications. Part C. Model Part D. Explanation The increasing use of communication to support development and innovation has stimulated efforts to systematize a process for such uses. The familiar five-step stages of the diffusion of innovation/ adoption theory are conceived in the light of the development project which seeks for the widest dissemination of information to the people, and the media are there to help and encourage them. These stages are as follows: 1) awareness (learning of the new idea or practice but has little information about it) 2) interest (individual seeks additional information) 3) evaluation (individual considers the new idea in relation to his needs and decides to try it) 4) trial (individual tries out the new idea on small scale; and) 5) adoption (individual adopts the idea on a full scale with the intention of continuing it.) Everett Rogers in his Diffusion of Innovation theory proposed a five-stage model: 1) Knowledge (individual exposed to the innovation’s existence, but lacks information about the innovation. During this...

Words: 552 - Pages: 3

Innovation

...Futures and Innovation | April 1 2011 | Shivani Patel, BAMA 3.3 | Gemma McGrath | Table of Contents Introduction3 Technological Issues3 Globalisation4 Current Environmental and Ethical Solution4 Objectives5 Design of Programme5 Innovative Solution6 Demographic6 Innovation Funnel7 Innovation Space7 Disruptive Theory8 Diffusion Theory9 Limitations to Future Success9 Appendices and Figures11 References15 Futures and Innovation Introduction Children are often made to aid their families and friends at all ages, however these small jobs are not harmful to the children and they are not exploited in any way to do this work, for example daily chores. This is ethically and morally wrong, but nevertheless a continuing problem. United Nations International Children’s Emergency Fund (UNICEF) has found that one in six children is involved harmful and exploitative work; this is defined as child labour. These children are ‘engaged in economic activity or in household chores for more than 28 hours in a week’ (UNICEF. 2011). Child labour is a major global issue, with ‘an estimated 158 million children aged 5-14 engaging in child labour’ (UNICEF. 2011). Organisations employ children to work in unfit environments and hazardous conditions, for example working in mines and many children are employed to work in agriculture where they are surrounded by dangerous chemicals used in pesticides and forced to operate the dangerous agricultural machinery. One of......

Words: 3718 - Pages: 15

Diffusion Innovation Theoriy

...Diffusion of Innovation Products tend to go through a life cycle. Initially, a product is introduced. Since the product is not well known and is usually expensive (e.g., as microwave ovens were in the late 1970s), sales are usually limited. Eventually, however, many products reach a growth phase—sales increase dramatically. More firms enter with their models of the product. Frequently, unfortunately, the product will reach a maturity stage where little growth will be seen. For example, in the United States, almost every household has at least one color TV set. Some products may also reach a decline stage, usually because the product category is being replaced by something better. For example, typewriters experienced declining sales as more consumers switched to computers or other word processing equipment. The product life cycle is tied to the phenomenon of diffusion of innovation. When a new product comes out, it is likely to first be adopted by consumers who are more innovative than others—they are willing to pay a premium price for the new product and take a risk on unproven technology. It is important to be on the good side of innovators since many other later adopters will tend to rely for advice on the innovators who are thought to be more knowledgeable about new products for advice. At later phases of the PLC, the firm may need to modify its market strategy. For example, facing a saturated market for baking soda in its traditional use, Arm ü Hammer launched a major...

Words: 3844 - Pages: 16

Diffusion

...atoms that are independent, rapid, and random in motion. These molecules frequently collide with each other and with the sides of the container. In a period of time, this movement results in a uniform distribution of the molecules throughout the system. This process is called diffusion (Everett and Everett, n.d.). Diffusion is defined as the movement of molecules away from the area of their highest concentration to an area of low concentration. Net diffusion can be restated as the movement of particles along the concentration gradient. According to Meyertholen (n.d.), there are several factors which may affect the rate of diffusion of a substance. These factors include the following: (1) Temperature: higher the temp-higher the rate of diffusion, (2) Size of particle: bigger the particle-higher the energy to diffuse , (3) State of matter: solid takes more time to diffuse compared to liquids, liquids take more time to diffuse compared to gases and gases take less time to diffuse compared to liquids and solids, (4) Nature of matter: denser the matter-slower the rate of diffusion. My objective was to determine the properties of ammonia (NH3) and of hydrochloric acid (HCl) that are related to diffusion. I hypothesized that ammonia diffuse faster than hydrochloric acid. For more support we conduct also an experiment that would detect the diffusing substances in an agar plate using colored compounds; potassium permanganate, methylene blue and potassium......

Words: 790 - Pages: 4