You’re Not the Hero—Progress Happens When You Focus on ‘Them’, Not Just 'You'

Too many bold leaders believe their passion alone will persuade others to jump on board. But decades of social science, from Everett Rogers’s 'diffusion of innovations' to Geoffrey Moore’s 'crossing the chasm', flatly disagree. Every new idea meets a mix of personalities: a handful of eager beavers, a cautious block of pragmatists, and some who only move when there’s simply no other choice. When nonprofit leaders tried rolling out a new tech platform, they were baffled: a few volunteers cheered the change, while others grumbled or quietly used workarounds. Frustration soared until, instead of more pep talks, leaders mapped out where each group sat on the adoption journey. They shifted the launch sequence, focusing first on equipping those most likely to say yes, then built case studies and success stories to win over the rest.

Science shows change spreads in waves, not floods. People evaluate new ideas through their own relationships, values, and risk calculations. By respecting that, and intentionally serving each group’s unique needs on the adoption curve, you unlock not just buy-in but sustainable momentum and long-term impact.

Grab your notebook or a whiteboard and write down every stakeholder your plan touches. Now, think carefully about where each group or person lands—are they likely to be excited experimenters, prudent testers, or habitual holdouts? Develop unique communication and support for each group; maybe you’ll share early wins or data to boost confidence, or set special support sessions for those who need more handholding. By getting clear that it’s not about your enthusiasm, but their stage in adoption, you’ll move people further and with less friction. Give individualized outreach a try on your next project.