The Horizontal Spread of Ideas

New ideas don't conquer the world overnight. They spread horizontally, like ripples in a pond. A few pioneers embrace the idea, and the rest watch and wait. It's like the old "Mikey likes it" commercial, where we see if others find it appealing. This pattern applies to technology, trends, even food.

• People who prefer the status quo are hesitant to embrace new ideas.
• They'll only accept change when they feel there's no other choice.
• The telephone took over forty years to reach a million people, but the speed of adoption is much faster today.
• The process is gradual and organic, driven by individual decisions.

Exceptions to Horizontal Spread

Some ideas require simultaneous adoption by large populations. Nuclear power plants are a prime example. You can't just try it in your backyard and then tell others about it. It's the same with laws, policies, and institutional shifts. These changes are often driven by committees with authority.

The Role of Innovators in Horizontal Spread

Innovators often spend time and effort highlighting the benefits of their new approach. They might emphasize its productivity, equity, or magic. These arguments can sway decision-makers, and sometimes, thoughtful committees work to make changes happen.

The "Risky Scheme" Factor

When people see a change as a "risky scheme," it can derail the adoption process.

• "Risky" implies uncertainty about the outcome.
• Change is always risky, as innovation is not guaranteed.
• Organizations or cultures that fear risk may choose to wait and see.

"Scheme" and its Impact

"Scheme" suggests that someone pushing for change has an ulterior motive. People may wonder if the change will benefit the originator more than them. This suspicion can transform an innovation into a scheme, creating mistrust and resistance. No one wants to be tricked.

The Importance of Pushback

When we identify "risky schemes," especially those that seem easy, convenient, or greedy, we need to push back. We need to name these schemes and resist the pressure to go along, as being manipulated is not in our best interest.

Summary: Horizontal Spread of Ideas

The spread of new ideas happens horizontally, starting with a few individuals and gradually reaching more people. This process is often slow and hesitant, driven by individual decisions and fear of the status quo. While there are exceptions for ideas that require simultaneous adoption, most changes are driven by the horizontal spread of ideas. Innovators play a vital role in promoting these ideas, emphasizing their benefits and driving change. However, concerns about risky schemes and ulterior motives can significantly impact the acceptance of these changes. It is crucial to identify and push back against manipulative schemes to ensure that decisions are based on genuine progress and not on personal gain. Understanding the dynamics of horizontal spread is crucial for navigating the ever-changing landscape of ideas and fostering positive change.