Back in 1962, Everett Rodgers, then a young assistant professor at Ohio State, published Diffusion of Innovations. It became one of the most influential frameworks in social science and a foundation for how we understand adoption, whether it’s politics, consumer tech, or business processes. Rodgers grouped people and companies into five adoption types:
- Innovators – The true pioneers. They jump in early, accept risk, and often have the resources to absorb a few missteps in pursuit of big wins.
- Early Adopters – Cautious creatives. They can see benefits before most and often help determine whether something will take off.
- Early Majority – Once the benefits are proven, they’re all in (often thinking they were earlier than they were).
- Late Majority – Reluctant adopters. They only move once it’s safe, and that delay can cost them in competitive markets.
- Laggards – The very last to move. By the time they act, innovation has become standard, and the edge is gone.
Here’s the reality: no one can be an innovator in everything. There are too many variables like budgets, competing priorities, and the reality that not every “next big thing” pays off right away. But there’s always a sweet spot where the risk of falling behind outweighs the risk of moving too early.
For legal support restructuring, the data says that the sweet spot is here, if not already passing us by. By 2030, it may be too late to shift from a cost-center model to a tech-enabled value engine. Wait too long, and you risk being left in laggard territory.