Phase for Executing and Refining the Spread Plan

In this phase, the spread team executes the work plan so adopters will test and implement the new ideas. Things rarely go as planned, so the spread team needs a good feedback system to help them support adopters and revise the plan. Details on key activities for this phase follow, including suggestions on feedback that may be useful at various points.

Communication of Awareness and Identification of Early Adopters

Rogers placed adopters in five categories—innovators, early adopters, early majority, late majority, and laggards—according to when in time they adopt new ideas. Figure 9.3 depicts the theoretical cumulative rate of spread of a new idea.
Similar graphs could be generated for the ...

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