The Diffusion of Innovation
Today we are thankful for our early adopters. We are grateful to the folks who looked at our business model and mission statement and said to themselves, “Yes, this is something I believe in.” Whether this support came in the form of funding our Indiegogo campaign, helping us dig our garden beds or shopping here since day one, we are thankful for each and every one of you.
The founders of in.gredients took the conventional grocery store model and flipped it on its head. In a country where over 40% of our food goes to waste and so much unnecessary packaging fills the shelves, in.gredients exists as an alternative. We are a small grocery store that serves our community sustainable, seasonal and local food. We believe in our farmers, ranchers and artisans and think that our money should stay within our community. in.gredients isn’t about convenience. We are about innovation and shifting the way people shop and interact with their food. So today, we are thankful for all of those that believe in what we are doing.
In 1962 a man named Everett Rogers published a paper titled, “Diffusion of Innovations” This paper sought to explain how, why and at what rate new ideas and technology spreads through consumers. Shaped like a bell curve, this idea shows that there are a small number of early adopters, and these are the folks that catch wind of an innovative idea, acknowledge its purpose, and sign up. From there, more and more people catch on and eventually this idea becomes a part of everyday life.
Source: Alta Street
While a majority of the real life examples apply to technology (DVD players, Apple iPods, etc.), this is a theory that can be applied to any innovative idea. In Simon Sinek’s TED Talk, he asks the question why some leaders, businesses and organizations are so great at inspiring action and change. Referencing great leaders from our past, he suggests his Golden Circle idea. According to Sinek, every single person and organization knows what they do 100%, but very few people and organizations know why they do what they do. Not many organizations have pinpointed what their purpose is. Instead, they think from the outside in, first answering what, then how and finally why.
What makes inspiring innovators different, is that they answer the why first. They inspire by making believers out of their followers. As Sinek puts it, “The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.” These believers, they are the early adopters. They are the ones that will dive head first into the business before anyone else. They are the people who funded us before we opened, volunteered countless hours to help us build the store from the ground up, and continue to shift with us as we grow and adapt our business.
Today, we are raising our glasses to our early adopters. The people who heard about in.gredients, saw that we were pioneering the idea of a zero-waste grocery store, accepted that it would be a work in progress, and have supported us ever since.
Thank you for believing in us, we wouldn’t be here without your continued support.