Diffusion Of Innovation Vs Structured Change

Change management is primarily focused on structured approaches to implementing change

. As an industry that principally assists other businesses in the process of implementing change, change professionals have a vested interest in structured change. A structured change is, in the best case scenario, a predictable change. The change project will have defined goals, steps and stages.

This allows a change professional or change management company to give their clients an end date, a budget estimate, and a set of expectations. This is generally good for everyone involved when it comes to a profit line based view of implementing change. This is not the only way that change occurs, even in organizations.

There is a theory regarding, in part, the diffusion of innovation among individuals. It could be considered a type of organic adoption of innovation. This is another way in which implementing change occurs. The process of diffusion of innovation works along these lines.

An individual is exposed to an innovation, typically technological in nature. They choose to find out more about the innovation. They make a decision to either accept the innovation or reject it. Assuming they accept it, they go about implementing the innovation in a testing scenario. If they find the innovation to be superior to a previous method, they adopt it as a full time component of their life.

Assuming an innovation actually has value, eventual mass adoption among a majority will occur. The problem with diffusion of innovation as a means of implementing change in business is not necessarily one of effectiveness, but one of time.

Diffusion of innovation can take considerable time, sometimes up to three years or more to achieve mass adoption. Moreover, left to their own devices, there will always be a segment of a given population or organization that will never willingly adopt the innovation. This is one of those issues in the area of implementing change that make compliance to change a necessity.

Diffusion of innovation is almost certainly a less painful process for those involved. Unfortunately, for businesses, the raw time involved coupled with the incomplete adoption makes structured change a necessity. To keep the business moving forward while implementing change demands the guidelines of budgets, strategy, and enforced compliance.

by: Wallace Brooks

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