Change projects typically will have a focus, a particular change idea or innovation that the receiving system will be expected to adopt. The range of focus types can be classified as:
There is a rich quantitative research literature regarding the diffusion and adoption of specific innovations, much of it filed under the heading, “marketing.” When considering a specific product (e.g. a new movie) and a specified audience (e.g. “consumers, moviegoers”), there are fairly clear and established roads to success and the problem-solving steps are relatively obvious. Indeed, we can trace the steps from ‘care’ to ‘try’ to ‘extend’ and the box office receipts tell the story of success or failure. That is why focus #1 and #2 are easy to understand as a process, even though they are not necessarily easy to accomplish.
The challenge of #1 is to get through the process to have a good product that is good for that particular person or group
The challenge of #2 is to go from the one to the many, employing appropriate media
The challenge of #3, 4, 5, & 6 is to build a change team with linkages to all levels of the system and to create a coherent message which reflects a sensitivity to the complexity of the client system and the need to acknowledge the importance of each stage in the process.
The website's content is relevant to today's business, education, government and non-profit organizations as they attempt to implement new ideas and innovations in their organizations. It also provides case studies to help help understand the roles of Change Agents and the processes related to Change.