Course Content
Establish Work Practices
1.1 Identify relevant stakeholders 1.2 Identify organisational objectives and practices 1.3 Evaluate current work conditions 1.4 Determine working conditions that allow innovative practices according to organisational policies and procedures 1.5 Identify organisational resources relating to innovation 1.6 Build and lead team and maximise opportunities for innovation
Create and Implement an Innovative Environment
2.1 Evaluate the impacts of changing work environment 2.2 Collaborate with stakeholders and develop ideas for enhancing work environment 2.3 Identify and select resources required for enhancing work environment 2.4 Assess the ability of the workspace to support innovation 2.5 Assist team members to adapt and perform in new work environment 3.1 Encourage creative mindsets, collaborative working and development of positive workplace relationships 3.2 Reinforce the value of innovation according to organisational vision and objectives 3.3 Take risks to open up opportunities for innovation 3.4 Select ways of celebrating and encouraging innovation 3.5 Encourage and support evaluation of innovative ideas
Share and Evaluate Your Innovative Ideas and Work Environment
4.1 Share relevant information, knowledge and skills on innovative practices with stakeholders 4.2 Provide and encourage formal and informal learning opportunities to develop skills required for innovation 4.3 Create opportunities where individuals can learn from the experience of others 4.4 Seek and respond to suggestions, improvements and innovations from all team members
BSBSTR501 Establish innovative work environments
About Lesson

The Diffusion of Innovation theory, developed by Everett Rogers in 1962, explains how, over time, an idea or product gains momentum and spreads through a specific population or social system. The result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible.

The process of diffusion involves four main elements:

  1. Innovation: This is something new or perceived as new by an individual or other unit of adoption. It can be a product, a practice, or an idea.
  2. Communication Channels: These are the means by which information about the innovation is transmitted to potential adopters. This can include mass media, social media, interpersonal communication, and other channels.
  3. Time: The diffusion process occurs over time, which includes the innovation-decision process (the process through which an individual or other decision-making unit passes from first knowledge of an innovation to forming an attitude toward the innovation, to a decision to adopt or reject, to implementation of the new idea, and to confirmation of this decision).
  4. Social System: This is the set of interrelated units that are engaged in joint problem-solving to accomplish a common goal. The social system provides the context within which diffusion occurs and can affect the speed and extent of diffusion.


Rogers identified five categories of adopters based on their innovativeness:

  1. Innovators (2.5%): These are the first individuals to adopt an innovation. They are willing to take risks and are often the first to develop new ideas.
  2. Early Adopters (13.5%): This group represents opinion leaders. They enjoy leadership roles, and embrace change opportunities.
  3. Early Majority (34%): These individuals are rarely leaders, but they do adopt new ideas before the average person. They typically need to see evidence that the innovation works before they are willing to adopt it.
  4. Late Majority (34%): These individuals are skeptical of change, and will only adopt an innovation after it has been tried by the majority.
  5. Laggards (16%): These individuals are the last to adopt an innovation. Unlike some of the previous categories, individuals in this category show little to no opinion leadership.


The theory has been used to describe a wide range of phenomena, from the spread of technological innovations to the adoption of new agricultural practices and public health interventions. Understanding the diffusion of innovation can help policymakers, business leaders, and educators design more effective strategies to promote the adoption of beneficial innovations.