In this vacation days I had the chance to re-think about the classic adoptants curve that is at the base of many marketing and change management projects I coach.
The problem I always had with this curve is that it is descriptive but not actionable. I have always struggled to find the levers that drive the spreading of a new behavior into the groups represented:
In my research for good ideas I came up with several findings:
So in these days I pulled everything together and this is the result.
It's not scientific, but at least for my experience is a good approximation for an actionable adoption curve:
This curve says that you have to provide - to the target group and in sequence:
The 4 groups depends a lot by personal DNA and history, and should be identified based on personal beahaviors.
I do not have a scientific evidence about this, but my personal experience has been several times in tune with it.
If you have a scientific evidence, or know a book reporting it, please let me know.
In the meantime, I hope this model will help your next innovation project.
Thank you for your reading,
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