MANUSCRIPT READING PATH

Diffusion, Adoption, and Social Proof

Read adoption as a social process. Different groups require different combinations of safety, price, peer proof, compatibility and clear use cases.

Suggested sequence

  1. 01

    Learn innovator-to-laggard vocabulary without status judgments

  2. 02

    Compare awareness, trial, repeated use and redesign

  3. 03

    Study switching costs and institutional resistance

  4. 04

    Identify the evidence each adopter group requires

Questions to carry

  • Who has tried the tool versus reorganized work?
  • What proof is missing for the next group?
  • Must routines bend or can the product fit them?

Related paths

General-Purpose Technologies and the Long Delay →The Early Internet as a Mirror →Leverage, Compounding, and Small Advantages →