While certainly a dry read, this book is the seminal book on how people adopt new ideas – or innovations. It is now in its’ fifth edition and is used by colleges and universities around the country to explain the decision-making process that people go through when they decide to try something new.
Your marketing people will need to know this information. And frankly, most of your change management efforts should incorporate the principles in this book too.
If you have the persistence to stick to it, a thorough read will benefit you greatly.
Publisher: Free Press
Reviewer: Bill English