Diffusion refers to the communication to people about a new idea. Diffusion aims to reduce the uncertainty that is often associated with new ideas using information. It is difficult to get a new idea to diffuse because the process usually requires a shift in thinking among those involved. In some cases, it may take years for an innovation to be fully adopted. The brilliance of the ideas often has little effect on the rate of adoption. Although some technologists think that changes with apparent benefits to the consumer will sell quickly, the opposite ft happens. More often than not, innovations take unbelievably long to diffuse.
In other cases, efforts at diffusing a new idea even for the benefit of the general society can fail if the innovator fails to retake cultural norms into consideration. In a two-year water-boiling campaign in a village known as Los Molinas, one individual attempted to change the water-drinking practices of people because a high number of them had fallen sick from bacteria present in the contaminated water they drank. The author writes that the “Villagers [in Los Molinas] learn from early childhood to dislike boiled water.” A certain aspect of the idea may oppose long-held beliefs and practices that the innovator should recognize. Otherwise, diffusion will fail. Even when some people may identify the benefits of an idea, their support often does not match their recognition of its advantages. The author quotes Niccolò Machiavelli in The Prince , who argued that the innovator would face a host of enemies ready to attack them and their supporters will "defend him sluggishly so that the innovator and his party are vulnerable. Therefore, diffusion requires intense research and repeated tries to ensure adoption.
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