Rogers’ adoption and diffusion curve
For your new idea to make a difference it needs to find its way to people who will find it useful. The idea is passed around from person to person until it reaches someone who can put it to work. If your best ideas don’t reach the people who will use them, nothing will happen as a result. It will be as if the new ideas had never existed. Many ideas follow (more or less) an s-shaped path including adoption, hype, and performance.
People share ideas in various ways. Ideas can be shared by talking about them, or writing about them, or using those ideas and then being seen by others doing so. ...