Right, wrong good or bad- there seems to be a degr

Right, wrong good or bad- there seems to be a degree of 'marketing' needed in most innovations/advances, especially these days. (IMO- even the 'news' is getting to be a marketing-heavy entity- but that is a rant for another day.)

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations. Not promoting it -as some of the premises go against my grain- but pretty interesting stuff. (Am paraphrasing this- so please forgive.)

* Four main elements influence the spread of a new idea: the innovation itself, communication channels, time, and a social system. (Seeing some great conversation lately on this board about the last three- and would imagine the company probably having similar discussions. Determining the most appropriate communication channels/ formats to build the social system seems, to me, key right now- as the iron is hot.)

* Not everyone will immediately adopt a disruptive idea despite obvious benefits. Different folks approach different innovations differently. (Plus lots of human factors involved in this innovation- e.g., greed, self-preservation, fear, etc.) Rogers identified some fascinating personality traits (below) that help organize how people will accept a new innovation.

Arguably- many of y'all could be considered the innovators and/or early adopters (the expertise and leadership of many folks on this board is evident - and rather intimidating to me) as well as the health leaders that joined CytoDyn's Scientific Advisory Board and management/current partners.

How to reach more early adapters quickly? They are out there. (Like a top breast cancer oncologist - a friend of a friend- that agreed to read my spiel about leronlimab and is always on the lookout for innovations in her field.) We may need to- at least for a bit- focus on those potential folks and let the laggards lag.

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-Innovators (2.5%) – Innovators are the first individuals to adopt an innovation. Innovators are willing to take risks.
-Early Adopters (13.5%) – This is the second fastest category of individuals who adopt an innovation. These individuals have the highest degree of opinion leadership among the other adopter categories.
-Early Majority (34%) – Individuals in this category adopt an innovation after a varying degree of time. This time of adoption is significantly longer. Early Majority tend to be slower in the adoption process, have contact with early adopters, and seldom hold positions of opinion leadership in a system
-Late Majority (34%) – Individuals in this category will adopt an innovation after the average member of the society. These individuals approach an innovation with a high degree of skepticism and after the majority of society has adopted the innovation.
-Laggards (16%) – Individuals in this category are the last to adopt an innovation. Unlike some of the previous categories, individuals in this category show little to no opinion leadership. These individuals typically have an aversion to change-agents and typically tend to be focused on traditions.