 "So far so good." | 2009-08-22 |
| - Reviewed By ravvvy |
| I just received this and have already started reading as it will be for a fall Doctorate class. I look forward to seeing the class material that goes along with it. The author did a good job in my opinion of putting together theory from what I could tell so far. Of course I have only gotten through the first few chapters. I did notice that even though the author does make the book informative there are areas which are a bit dry but that's what I was anticipating. I'm hoping it will get a little bit better as I read into the book. |
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 "Review for educational leaders" | 2009-08-09 |
| - Reviewed By User: A1WAPTYX28AD88 |
In 1850, a German educator named Friedrich Froebel labored to implement his idea of a child's garden, a place where small children were removed from parental influences, to instill a joy of learning through playful activities. Within two decades, his idea had spread throughout Western Europe and the United States. Within a generation, nearly every child on the planet was attending or had attended some form of school with a funny German sounding name... Kindergarten. Was it just a great idea that hit at the exact right moment in time? Is it possible to recreate a lightening strike or must we wait for nature to take her course? As an agricultural extension agent for several large Midwestern universities, Everett Rogers had a front row seat to one of the most effective organized diffusion efforts in the history of mankind. American agricultural extension offices taught rural farmers about the best available technology and coordinated the efforts of researchers, seed companies and heavy equipment manufacturers. Nearly unanimous adoption of agricultural technology and best practices resulted in American agriculture increasing its productivity by 335% from 1950 to 1970. In his book, Diffusion of Innovations, Rogers examines the science of working to implement new ideas and technologies.
The book is not a how-to guide, but rather an unbiased view of innovations. By examining the unintended consequences of innovations, Rogers cautions leaders to exercise prudence when pushing others to change. Leaders who do not understand the history and culture of the people they are seeking to change, even though well-intended, can instead cause irreparable damage. While his own efforts in agricultural extension were a massive success, he examines unintended consequences such as the loss of the family farm, over production of food and loss of bio-diversity that were not considered when farmers were being pushed to adopt a new way of doing business.
For education leaders who wish to affect change within their organization and broadly throughout their state, nation and world, Rogers' book will provide reference points and terminology to describe critical factors they will encounter when trying to get their new idea adopted. Perhaps the book's opening quote from Machiavelli's The Prince (1513) serves as a warning. "There is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new order of things... Whenever his enemies have the ability to attack the innovator, they do so with the passion of partisans, while the others defend him sluggishly, so that the innovator and his party alike are vulnerable." The natural reaction of many people is to fear change and leaders who consistently advocate for change may become outliers, unable to influence the group.
The book uses well-written narratives to explore diffusion case studies making the material easy for the reader to understand. The stories are engaging and interspersed throughout the book, surrounded by Rogers' discussion of terminology that at times can bog the reader down a bit. Unlike many popular business titles like Collins' Good to Great, Rogers resists the temptation to use inductive reasoning to prove his points. By examining failed innovation implementations, the book points out that sometimes leaders do everything in their power and still do not get the desired result. Studying successful innovation adoptions as well as unsuccessful diffusions demonstrates the complexity of the subject. For example, Rogers' examines great ideas that failed to catch on such as the Dvorak keyboard, which is far superior to the QWERTY keyboard. New typists learn much faster on the Dvorak keyboard and achieve faster and more accurate typing skills. The QWERTY keyboard was developed to accommodate mechanical typewriters whose designers didn't want typists hitting the keys too quickly lest they jam the machine. Obviously we no longer have this problem... but the QWERTY keyboard remains the English language default keyboard.
Conclusion
While scientific study of this topic is possible, in some respects it may be easier to study how a musician creates a hit song. However, I recommend this book to those aspiring to become leaders in the field of education. Whether the change is external or from within the organization, today's education leaders face a great deal of change and their ability to successfully manage, control and in some cases resist change will determine their success. As Rogers points out in the book, leading change does not necessarily make one popular. Froebel, the inventor of Kindergarten was labeled a socialist and revolutionary by the German government and was banned from his home country.
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| "A great book for all organizations" | 2009-05-15 |
| - Reviewed By User: A21AIV5PC50FGO |
The primary elements of Rogers' diffusion of innovation theory are described, with a special emphasis on how the theory applies within and across organizations. The lack of innovation diffusion in organizations is a problem, Therefore this book give me the basis to understand the process and the tools to achieve diffusion properly in my organization.
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| "Very Pleased" | 2009-04-11 |
| - Reviewed By User: A2N2HMHW1DVS0D |
| The book I purchased was in amazing shape for a used book! As far as the content, I think everyone who is in management or marketing should read this book. It is easily understandable and even interesting as a casual read. |
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| "A book you'll keep going back to" | 2009-04-08 |
| - Reviewed By User: A3NO8325CJHN5H |
| I read this a couple of years ago now and it's one of a small number of business books that I refer back to quite frequently. It is strong on theory and equally strong on case studies given in detail to illustrate a broad range of points. Very readable and very useful. |
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| "Still THE Marketing Book of Choice - Market Adoption Rules for Everyone" | 2009-02-03 |
| - Reviewed By exitpath |
Spot-on.
Crystal clear.
Essential reading.
The Diffusion of Innovations remains the standard of marketing books. When it comes to grasping how and why individuals engage products and services, look no further.
I first read this book in 1986 while launching a company in the bizarre market defined as Music-driven Laser Entertainment. Many thousands of laser display system later, and more than a dozen companies in completely different markets, I can attest that this book either helped us grow, or provided an early warning of the writing on the wall.
The understanding of WHO in the marketplace drives adoption, and WHY people migrate and accept a new innovation is critical.
The 1962 1st Edition might make you blanche. Don't.
Like The Entrepreneur's Manual: Business Start-Ups, Spin-Offs, and Innovative Management, this book is timeless. I currently own the 4th Edition, and it's as applicable today as before the web "changed everything".
A must read for any entrepreneur, marketer, public relations wonk, advertiser or designer.
Mark Alan Effinger
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International Available
