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About the Company

About TDG TDG – or as we are widely known, The Diffusion Group – is a collection of consultants and researchers dedicated to understanding how, why, and at what pace certain technological innovations are embraced by consumers while others are not.

The process underlying these phenomena is known as “diffusion,” a concept articulated in 1962 by anthropologist Everett Rogers in his seminal work entitled The Diffusion of Innovations.  Rogers’ conception of diffusion has shaped both academic and business discourse for several decades, including the classic bell-shaped adoption curve distinguished by various consumer segments with names such as “Early Adopters” and “Laggards.”

At TDG, we go beyond the theory and help our clients develop and implement specific strategies to speed up the process of diffusion. Why? To help our clients stay In Front of the Curve™.
Diffusion Of Innovations



Why is the Concept of Diffusion Important?


Thus reads the first paragraph of Rogers’ Diffusion of Innovations. A classic understatement, for sure, but one by which each and every consumer technology entrepreneur, designer, and marketer will swear. Understanding the concept of diffusion is especially critical for any company active in the consumer technology space. Specifically, possessing a thorough knowledge of diffusion is important in order to:

  • Craft a powerful brand from which your products and services can be logically derived and which defines the categories in which they participate;

  • Design products that address real consumers needs, not those created in a focus group or on a white board;

  • Create successful marketing campaigns that sensibly connect consumer needs with brand messaging and benefit fulfillment; and

  • Execute a profitable go-to-market strategy that ensures rapid uptake and meets the demands of investors and partners.


Ultimately, the more you know about the prospects of product diffusion, the more likely your company is to succeed. Diffusion is thus a key component of architecting and delivering products that enjoy widespread consumer appeal in short order.