OUR THINKING
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It may be time to start re-examining some of the past thinking by providing a fresh perspective and new input that could help update or complement existing business frameworks.
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Despite a wealth of information and past research available on diffusion of innovation, only a small fraction of innovations is embraced by the majority.
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With all technological innovations, regardless of whether they are radical or incremental, there is always a risk of failure of adoption to the majority.
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A radical or disruptive innovation entails introducing a breakthrough solution, whereas an incremental innovation typically involves either introducing an existing technology to a new market or increasing its value to its current market through customization and other means.
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The adoption of anything new – whether technology, behavior, or policy – relies heavily on the social context and the background of the population using it.
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End-users are now co-creators and major participants in the innovation diffusion journey, the same way that customers are now able to drive the narratives for brands, or empoyees for their employers.
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People are no longer passive consumers but active participants in the advancement of tech-based solutions. They are continually sharing information about new technologies.
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Technology is evolving at an unprecedented rate. This blog series examines some of the principles and forces that are contributing to the spread of technology today.
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We all know that any successful brand program needs to be grounded in insight; the type of knowledge and understanding that can produce a tangible business impact.