Organizational change doesn’t fail because people are unwilling. It fails because leaders often speak to the wrong people first. The Law of Diffusion of Innovation shows us that change doesn’t spread evenly—it spreads through specific groups of people, in a predictable pattern. To lead effective cultural transformation, we must first understand who to speak to, when, and why.
Originally proposed by Everett Rogers in 1962 and expanded by Jeffrey Moore in Crossing the Chasm,