Preface
The-first-to-know innovation diffusion model was born out of the desire to support insight and innovation specialists in their quest for foresights that would inform future profit pools whilst alleviating the risks associated with long-term future planning. The main question is how to separate a fad from longer lasting societal change on the basis of which new future-proof opportunity platforms could be developed. The model is designed to distinguish between hype (cool marketing) and gathering intelligence that would be robust enough to provide a degree of certainty for front end innovation needs (its primary purpose). It's about detecting small signs...