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RAB Sales Tips

Which one are you?

In our RAB digital training, we share the Diffusion of Innovation concept developed by Dr. Everett Rogers at Ohio State University. Rogers identifies four types of people when adopting new concepts: technology, learning, etc. For brevity, we will share three of the four here today:

Innovators: (Tech geeks like me)

Characteristics: Innovators are the early adopters, always eager to try and integrate the latest technologies into their lives. They are adventurous, risk-taking and open to experimentation.

Behavior: Innovators are the first to explore new gadgets, software or platforms. They contribute significantly to the initial acceptance and diffusion of technology in society.

Example: Tech enthusiasts who camp out to be the first to purchase the latest smartphone or those who readily embrace emerging technologies like augmented reality or virtual reality.

Early Majority:

Characteristics: The early majority represents a more cautious and pragmatic group. They observe and learn from the experiences of innovators before deciding to adopt new technologies.

Behavior: Members of the early majority tend to adopt the technology once it has proven its usefulness and reliability. They value reviews, recommendations and evidence of practical benefits.

Example: Individuals who start using a popular app or service once it has gained a substantial user base and positive feedback from early adopters.


Characteristics: Laggards are typically resistant to change and skeptical of new technologies. They prefer traditional methods and are hesitant to adopt innovations, often due to a lack of perceived need or a fear of the unknown

Behavior: Laggards are the last to adopt technology, and their decision is often influenced by external factors such as societal pressure or the discontinuation of older technologies.

Example: People who continue to use outdated devices, resist online banking, or avoid social media platforms long after they have become mainstream.

Next week, Erica Farber, Dave Casper, and I will attend CES 2024. CES is a magical place where you see the future. We will be providing daily video reports starting Wednesday. Our goal is to share with you what is on the horizon for media, marketing and technology that can help us do what we do more effectively.

One of the primary advantages of embracing new technology is the innovation potential. Technological advancements often lead to the development of novel ideas, products and services that can revolutionize industries. Think of how technology has changed our industry in just the last five years.

Embracing new technology is not merely an option but necessary in today's fast-paced and interconnected world. It propels innovation, drives economic prosperity and enhances the quality of life for individuals and communities. Those who embrace and adapt to technological change are better positioned to navigate the challenges and opportunities of the future.

The choice is, and always has been, yours to make—innovator, laggard or somewhere in the middle. One thing we know is certain: Technology waits for no one.

We look forward to sharing the future with you next week during our daily video reports live from CES 2024!

Happy Friday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can all so connect with him on X and LinkedIn.

Source: Jeff Schmidt, SVP of Professional Development