"When Everett Rogers introduced the S-shaped diffusion curve in the first edition of his book, he was directly following the data. Researchers like Elihu Katz had already begun studying how change spreads and noticed a consistent pattern in the adoption of hybrid corn and the antibiotic tetracycline. Yet it was Rogers who shaped our understanding of how ideas spread. Publishing more than 30 books and 500 articles, he studied everything from technology adoption to family planning in remote societies."
"Still, while Rogers showed us how change works, he didn't offer much insight into why it works that way. This is where I think Michael Morris's book, , can be helpful. By exploring how our tribal instincts lead us to adopt-or resist-change, we can learn to work with human nature rather than against it. Smart leaders don't try to override instinct. They harness it."
"Humans instinctively learn from our peers in ways other animals do not. Research by Michael Tomasello at the Max Planck Institute found that while human infants can share intentions by pointing, apes cannot. In a similar vein, Esther Herrmann and her colleagues found that humans have evolved unique skills for social cognition such as social learning, communication, and theory of mind."
The S-shaped diffusion curve reflects adoption patterns observed for innovations such as hybrid corn and tetracycline. Empirical study across technologies and social programs established an evidence-based framework for how change spreads. That framework describes adoption patterns but offers limited explanation of underlying psychological motives. Research connecting diffusion to tribal instincts shows that peer-based social learning, shared intentionality, and theory of mind shape adoption and risk perception. Early adopters are more connected beyond local communities, gaining exposure to new practices and influencing local judgments. Leaders can accelerate change by aligning strategies with social instincts and peer networks rather than trying to override them.
Read at Fast Company
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