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“There are five key characteristics that will tend to explain how quickly an innovation is adopted. They are (in order of importance):
1.Relative advantage is whether the innovation is better than what is out there already. This can be in effectiveness, economic or even prestige terms.
2.Compatibility is the extent that an innovation is consistent with existing values and norms.
3.Simplicity is the degree to which innovations are perceived to be easy to understand and use.
4.Trialability is the extent to which innovations can be experimented with on a limited basis. Trialability is particularly important to early adopters, as they have no vicarious experience to draw on.
5.Observability is the extent to which the results of an innovation are visible to others.”
― Gary Johnson