The diffusion of innovations theory that established the still-standard innovation terminology of influencers, early adopters and others dates back to 1962 and the work of sociologist E.M. Rogers. In his first published work on the theory, Rogers warned that innovation wasn’t necessarily beneficial: to displace an established product or service, a disruptive new alternative has to seem better only for long enough to supplant its precursor and become established as the new standard.
More recently, those writing against innovation have pointed out that it garners attention and praise disproportionate to its slender percentage contribution to the overall economy. That skews our understanding
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