Key Points from Chapter Nine
• For the spread of new ideas to happen in a timely fashion, the spread process needs to be managed.
• Spread is founded on communication—communication to raise awareness, attract adopters, and share the technical content with them.
• Leaders should assign high performers to a spread effort and allocate them sufficient time.
• Evidence for the ideas being spread is built as success is realized in different situations.
• Adopters will usually progress through stages of change, from awareness to decision and from decision to action. The spread team should develop communication tactics to assist adopters to make these transitions.
• Persons who are influencers or opinion leaders in the social system serve as the ...
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