We have been discussing, the diffusion of innovations model (Rogers, 2003), which is a theory about
communication and change, or more specifically, how knowledge needed to change practice is communicated
effectively through persuasion, internalized positively in its recipients through decision and implementation and
then confirmed by the individuals by resulting behavior changes. As a DNP leader, you become a driving force
in that communication process for the changes that are required in your organization. Therefore, you must be
clear about the change itself (innovation), the way it is communicated (diffusion), how well it is timed, and to
whom the innovation is targeted. These driving forces need to be understood first when planning a change. As
you then plan the change, you focus on getting others to adopt it using the diffusion of innovation theory to
guide you as the primary driving force. Remember that the communication channels you use and their
effectiveness become critical factors in diffusing innovation.
What individual stages would people go through according to the theory?
Reference: Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
Sample Solution
