Book · 576 pages

Diffusion of Innovations

Everett M. Rogers · Simon & Schuster Paid Advanced

This is the foundational research on how new ideas actually spread through a population, and why some stick while others die. It gives you the underlying mechanics behind adoption curves, including which traits make an innovation genuinely spread versus fade. Dense, but it is the primary source everyone else summarizes.

  • Adoption spreads through predictable stages and social channels
  • Relative advantage and compatibility predict whether something sticks
  • A real diffusion pattern looks different from a media driven spike
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The question it answers

  1. How do I tell whether a market is genuinely emerging or just a fad that will fade in a year?

Read with it

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