Diffusion of Innovations & the Hype Cycle
Building something valuable is only half of innovation - it must be adopted. This module explains how new innovations spread through a market: Everett Rogers' famous adoption curve and its five adopter types, Geoffrey Moore's treacherous chasm between early adopters and the mainstream, and Gartner's Hype Cycle of inflated expectations and disillusionment. Master these and you can read - and shape - how your innovation travels.
Quick poll
When a new technology is first launched to great excitement, what usually happens next?
Pick the answer that fits you best - there's no wrong choice.
Adopters
Rogers' five types
The Chasm
Moore's gap
Hype Cycle
Gartner's curve
Factors
What drives adoption
Learning objectives
After completing this module, you'll be able to:
- Describe Rogers' five adopter categories and the adoption bell curve
- Explain Moore's chasm and why so many innovations die crossing it
- Read the Gartner Hype Cycle and its five phases
- Identify the factors that speed up or slow down adoption
- Avoid prematurely dismissing (or over-hyping) a new innovation
In this module
Sources & Further Reading
- •Rogers, E., Diffusion of Innovations, 5th ed., 2003.
- •Moore, G., Crossing the Chasm, 1991 (3rd ed. 2014).
- •Gartner, Inc., "Hype Cycle" research methodology.
- •Global Innovation Institute (GInI), Foundations of Innovation body of knowledge.