Corn and Innovation

At first glance, corn and innovation may seem unrelated. However, an important study on the "diffusion of innovations" began with corn. Research into the development and spread of pest- and drought-resistant corn seeds among farmers led to the creation of the innovation diffusion curve.

When a new innovation emerges, it typically gains traction after early adopters—those willing to take risks—demonstrate its value. This validation encourages wider acceptance by the general public. To facilitate this process, special attention must be paid to Trialability and Observability in the design of innovations.

Key Concepts

Trialability:
Trialability is a critical factor as it reduces uncertainty for individuals considering adopting an innovation. It provides opportunities for potential adopters to learn by trying out the innovation in practice, making them more comfortable with the decision.
Observability:
Observability refers to how well the results of an innovation are visible to others. The more observable an innovation's outcomes are, the quicker people are likely to adopt it. High visibility encourages discussions among peers, as adopters share their experiences and insights with friends and neighbors.

The Chasm in the Diffusion Curve

In the innovation diffusion curve, many innovations fail to cross the "chasm"—the critical gap between early adopters and the broader mainstream market. To bridge this gap, it is not enough to focus solely on the product or service's value. Addressing uncertainty (Trialability) and enhancing visibility (Observability) are equally crucial.

Big Bang Disruption and Modern Diffusion

In today's world, we see the phenomenon of Big Bang Disruption, where products and services emerge like comets, creating entirely new markets and rapidly replacing existing ones in a short period.

To achieve such rapid diffusion, innovations must feature a combination of: