It is a challenge for societies to adopt new ideas even when the advantages outweigh the disadvantages. Let’s dig in, firstly, let’s define the word innovation. Innovation in our context will mean a new practice, trend, idea or product. For an innovation to diffuse and be widely adopted overtime it should be tolerant and compatible with the beliefs and values of the community or individual adopted it. For the avoidance of confusion, I want to define diffusion as a type of social change, that will have a desired positive adoption rate if it is properly communicated overtime. Societies that have consistently used and adopted unsafe mirror-shine slippery tiles will be challenged and somehow resist the change of the status-quo with the introduction of safe non-slip porcelain tiles. Some new ideas will require a good length of time before they are diffused and adopted.
Challenging the status-quo will entail distribution of safe non-slip porcelain tiles that solve the society’s pain or implement a solution in the market where it will be adopted.
Ceramic tiles has been used over the years to meet flooring needs so, introduction and diffusion of the use of porcelain tiles will be tantamount to a camel going through the eye of the needle. Change of the status-quo to gain accelerated adoption rate must go beyond what the industry knows and strive to help the community embrace everything that inspires positive social change. Asking the What if… ? questions can lead to the provocation of thought that can lead to adoption of the new idea.
WHAT IF… ?
In any market where ceramic tile are not durable and lack the minimum allowable breaking strength, asking the question, what if tiles were durable with the strength of natural stone can radically improve of rate of adoption of porcelain tiles and lead to its adoption and diffusion. A beckon of hope for this innovation called safe non-slip porcelain tiles will arise when the question, what if… ? the tile market where to do away with bland tiles that lack newness and tiles manufactured and distributed with the latest high definition graphics technology (tiles that mimic natural stone) with antibacterial surfaces advanced.
What if… ? the tile market have an economic advantage in the maintenance of flooring surfaces, where the cost of polishing and repolishing of the surfaces of natural stone surface is drastically reduced with the introduction of non-slip porcelain tiles that require cleaning with mop and clean water only to keep its surfaces looking brilliant for many, many years.
Finally asking the question what if… ? safety of our kids and adult is guaranteed with non-slip porcelain tiles instead of shiny, slippery surfaces that encourage slip-fall accidents.
When the questions are asked, advanced and communicated, the seed of consideration will be planted, this leads to trial of the innovation and finally adoption. These what if… ? questions are a research process that leads to spreading of this new idea and exposes the needs that the innovation will fill.
FEATURES OF PORCELAIN TILES
Introducing quality porcelain tiles into a market that has adopted ceramic tiles, will require emphasis on the features and benefits of the quality non-slip porcelain tiles and this should be well advanced and communicated. Communicating how it implements solutions of the what if… ? questions mentioned earlier makes it easier for individuals or markets to perceive it as relevant to meeting their needs or solving their pain.
Let’s begin by stating the features of porcelain tiles as a durable, tough and makes any floor surface stand out. Porcelain tiles are easy to clean, maintain, live with and will look brilliant for many years. Next, let’s advance the benefits of porcelain tiles to include:
· Stain resistant
· Child/adult safe and friendly
· Fade resistant
· Slip resistant
· Scratch resistant
Helping the market understand the word porcelain will help them make sense of it and make a case for its rapid adoption.
According to the American national standard institute (ANSI) porcelain tile is fine-grained, usually formed by the dust press method with a water absorption rate of less than or equal to 0.5percent. They are either glazed or unglazed. Diffusion of this new idea or innovation called porcelain tiles is not as simple as just defining its features and benefits neither is it an instantaneous act.
STAGES OF ADOPTION OF PORCELAIN
This adoption process proceeds in stages. The awareness stage is the foundation on which other stages rest upon. Communication channels are the next stage; diffusion of this new idea called porcelain tiles will not be effective without the communication channels been harnessed. These channels include TV, Radio, Newspaper, social media and ultimately word of mouth or peer to peer. Individual and markets cannot hold an opinion towards any new idea until they know about it. At this awareness stage, it is still a challenge to making progress with adoption as individual or markets do not expose themselves to new ideas, products or belief that do not serve their needs, existing attitude and interest.
If porcelain tiles must be adopted, it must be seen to meet some needs or solve a pain that ceramic tile does not offer the individual or market.
This is only the beginning of the process.