On the Undiffusion of Established Practices

Everett Rogers’ classic monograph on the diffusion of innovations represents the process by which we adopt new ideas and practices as a smooth S-shaped curve. In this curve, the percentage of adoption increases incrementally over time, then shoots up exponentially and begins to level off as it approaches 90%.¹ The path of diffusion in Rogers’ model progresses in the following order: innovators, early adopters, an early majority, a late majority, and laggards. More recent work has deepened the general understanding of the inherently complex psychological and social processes by which innovations are adopted and ultimately incorporated into routines by persons² and service organizations.³