Mediation in the mainstream: 5 successful strategies for spreading innovation

In my last article, Mediation in the mainstream: how to make it a successful innovation, I discussed ways to increase the rate at which innovation — like mediation or conflict coaching — gets adopted by the mainstream.

Now I’m going to discuss the five critical characteristics for innovation diffusion and the implications for ADR marketing. They apply to those of you who are marketing your own ADR firms and services, and to those of you who may be considering how your state, regional or national ADR association can contribute to public education about ADR.

1: Relative advantage
An innovation will spread more quickly if it’s perceived as better than the status quo – that is, its advantage relative to the status quo is quite clear. [Read more]