Presentation describing how innovation can be diffused within organizations.

1. By:
Karl M. Kapp, Ed.D.
Professor, Instructional Technology
Bloomsburg University
Twitter: @kkapp
Becoming a Change Agent:
Ushering in a New Approach to
Learning

2. What is the definition
of change? Innovation?
What attributes make some
technology attract and some not?
How can we help others adopt
online learning? How do we
“sell” the concept?
How does technology
“hype” impact adoption?

3. The adoption of an
innovation by a
particular population.

4. An idea, practice, or
object that is perceived
as new.

5. Diffusion:
The process by which an innovation is
communicated through certain channels
over time among members of a social
system.

6. So how do we diffuse the
innovation of online resources
and learning throughout our
organization?

7. We need to look at two
elements of diffusion.
What makes an innovation
“attractive” to a social group?
What type of people are in the
social group?

8. First, let’s look at
attractiveness criteria.

9. It has to have a “Relative
Advantage” over previous
technology.

10. 24/7 Access
Repeatability
Learner’s Pace
Built-In Assessment of Progress.
Relative Advantages

11. Compatibility—it must
be “kind of like” what
we have now.

12. Text
Diagrams
Online Workbook
Pictures
Compatibility

13. It can’t be too Complex.

14. Easy to navigate.
Easy to find needed information.
Easy to log on.
Simple

15. Trialability—Kicking
the tires.

16. Explore in the online environment.
“Play” with it.
Check it out, low
consequence.
Trialabilty

17. Observability—Watching others
use the innovation first.

18. Watch it being used by others.
Observing how it integrates
with other new employee
activities.
Watch it being
demonstrated.
Observability

19. So what do I do?

20. Show How it’s Compatible.
Highlight the Relative Advantage.
Talk About the Simplicity.
Help Learners “Try it Out.”
Demonstrate Functionality.

21. Now we need to look at what
type of people are typically in
social groups. In terms of
technology adoption.

22. Drawing Exercise
Techies
Innovators
Laggards
Early
Majority
Late Majority
Source: Geoffrey Moore, Everett Rodgers

23. Technology Adoption
Techies
Innovators
Laggards
Early
Majority
Late Majority
Source: Geoffrey Moore, Everett Rodgers

24. Innovation Curve
Innovators
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Early
Adopters

25. Techies—Like technology
because it’s technology, new,
different and cool.

26. Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

27. Innovators/Early Adopters—Like
technology because it gives them a
competitive advantage.

28. Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

29. Early Majority—Pragmatic & believe in
evolution not revolution in practices.
Looking for “easier” & more efficient.

30. Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

31. Late Majority—Highly skeptical.
Wait and see if it’s a fad. Ask, have
others adopted the technology?

32. Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

33. Laggards/Skeptics--Delight in
challenging the hype and puffery of
technology. Ever-present critics. Not
likely to adopt “new” unless forced.

34. Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

35. Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

36. Innovation Curve
Techies
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters
Latest
and
Greatest
Be the
FirstNever
Before
Seen

37. The Chasm
Innovation Curve
Techies
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Innovators/
Early Adopters

38. Innovation Curve
Laggards
Early
Majority Late Majority
Source: Geoffrey Moore, Everett Rodgers
Tried &True
Everyone is
doing it.
Low Risk

39. Techies
Trainee
Person in
field
Training
Staff
Member
Other
Instructor
Learner
Learner
Learner
Other
Instructor
Learner
Learner
Learner
Learner
Learner
Other
Instructor
Gatekeeper
Instructor
Innovators/Early
Adopters
Majority

40. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Drawing Exercise Two

41. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Technology Hype Cycle

42. Technology Trigger—Some
new technology was discovered
or created.

43. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Technology Hype Cycle

44. Peak of Inflated
Expectations—This technology
can do everything.

45. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Technology Hype Cycle

46. Trough of Disillusionment-
technology can’t do
everything, it has problems.
This is not working at all, it’s
horrible.

47. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Technology Hype Cycle

48. Slope of Enlightenment—Oh,
this is what this technology
does really well.

49. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Technology Hype Cycle

50. Plateau of Productivity—Technology is
solving problems and integrated into
organizations successfully.

51. Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Source:Gartner Group
Technology Hype Cycle

52. Exercise:
Explain your model to person
sitting next to you.

53. Drawing Exercise Three

54. Techies
Laggards
Early
Majority
Late Majority
Innovators/
Early Adopters
Technology
Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment
Plateau of
Productivity
Innovation Curve and Technology Hype Cycle

55. Recognize:
The favorable attributes of
the online learning.
Different people will adopt at
different rates.
Some will resist the change.
You must serve as a role-
model of the use of online
learning.

56. Exercise Four
Write down what attributes you think are
the most favorable related to adoption of
Blended Learning

57. Five Stages of Adoption Process

58. 1. Knowledge-Little information about
the innovation. Not inspired to find out
more information about the innovation.

59. 2. Persuasion- Interested in the
innovation and actively seeks related
information/details..

60. 3. Decision-Person weighs the
advantages/disadvantages

61. 4. Implementation—Person tests it
out to varying degree. Determines
usefulness.

62. 5. Confirmation—Finalizes
decision about innovation.

63. 5 Stages of Adoption of
Innovation
1.Knowledge
2.Persuasion
3.Decision
4.Implementation
5.Confirmation

64. Summary
List three things you are going to mention
to someone today about what you learned
about being a change agent.

65. Questions?

66. For:
Additional Ideas, thoughts and
insights visit.
www.karlkapp.com
www.karlkapp.com/kapp-notes

67. Resourses
• Mastering the Hype Cycle:
– http://www.gartner.com/books/hype-cycle/
• Diffusion of Innovations
– https://www.amazon.com/Diffusion-Innovations-5th-Everett-Rogers/dp/0743222091
• Crossing the Chasm
– https://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-
Mainstream/dp/0060517123