INNOVATION & Charts on Accelerating Diffusion of Innovation & Maloney’s 16% Rule

Commentary by Dr. Whitesel:  “The following charts describe the ‘Innovation Adoption Curve’ developed by Everett Rogers in his book on diffusion of innovations titled, Diffusion of Innovations.  In addition Maloney discovered a 16% rule that impacts Roger’s curve. Chris Maloney, Marketing Manager for HSBC Australia delivered his presentation on the 16% rule at Loyalty World Australia in 2011.

Maloney’s 16% rule suggests that an organization begins with a “scarcity” strategy, i.e. when people perceive something is scarce, it will generate demand … to “social proof” where people begin to do things they see others doing. (For more on scarcity and social proof see Influence: The Psychology of Persuasion by Arizona State professor of psychology and marketing Robert Cialdini.

See the charts below to understand both of these important principles of innovation.”

Diffusion of Innovation Adoption Curve

Accelerating Diffusion of Innovation - Maloney's 16% Rule

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