Early Majority/Settlers
The next two diffusion categories are filled with men and women who are most likely to need a nudge from the leaders of their organization. The Early Majority generally seeks clarity and consistency. Above all, they want to settle down in a safe place rather than venturing forth into new territory. This is especially important in contemporary health care systems that are filled with VUCA-Plus. The leaders of their organization can provide this clarity and consistency, thus setting the stage for hesitant acceptance of the innovation by the Early Majority.
Members of the Early Majority also like to see evidence that new ideas are valid and proven. Frequent research updates and attendance at healthcare workshops and conferences can be invaluable in this regard. Members of the Early Majority often request guidance offered by leaders of their organization because something new (innovation) has happened in their organization. They must adjust to this change. They are good “organization men” and “organization women” (to use an old phrase from the mid-20th Century). They want to cooperate and adapt to the changing conditions in their organization. Like settlers on the frontier, those in the Early Majority are primarily in the business of surviving in a healthcare environment that can sometimes seem quite hostile.
The Challenges
The primary challenge is immediately apparent with regard to assisting someone in the Early Majority. Those in the Early Majority must be convinced that they need the new procedure or program in their organization. Certainly, as “loyal” members of the organization, they look to their leaders for guidance and support. They also want assurance that the evidence they are receiving regarding the innovation is credible and of value to them. Members of the Early Majority are much more selective than the Early Adopters.
Those in the Early Majority want some proof before committing to anything—procedure or program. How do I know that this new health care procedure will work? Can you assure me that this innovative program will be effective and of value to me? Do we have any evidence that this procedure or program is worth the money we must spend to bring it into our health care system? In populating the American West, these are the settlers who waited until they knew that there was something to settle into. They waited for reports from the pioneers and checked to see if these reports were accurate. They looked to the Lewis and Clarks of their world to provide credible accounts of the “true” West.
Role of Physician Leader
What kind of issues are those in the Early Majority likely to bring up if they are working with a physician leader? First, those in the Early Majority are likely to be attracted to the domain of information. They not only want evidence that the innovation can be of value; they want information about everything associated with the innovation before moving forward. The Early Majority are often trapped by “analysis paralysis.” They keep waiting for sufficient information and evidence to be accumulated so that risks are minimal. They don’t want to be surprised. They are settlers who move West only after the pioneers have mapped out the territory and blazed a trail that is clearly marked.
