For new ideas to be adopted – even when the advantages are obvious – is a challenge. Many innovations require a good length of time before they are widely adopted. I will define innovation in this context as a new idea, practice, trend or product. Diffusion is a kind of social change that must have a positive impact and be well communicated over time to have the desired positive adoption rate. For an innovation to be adopted over time, it should be compatible with the past experiences, belief and values of the individual, community or body adopting it. In a society where sub-standard, unsafe, mirror-shine-slippery tiles are perceived as the norm, challenging the status quo with safe non slip tiles is a challenge. In a society where ceramic tile is all that has been used in meeting flooring needs, diffusion of porcelain tile is like a carmel going through the eye of a needle. Challenging the status quo means distributing porcelain tiles that solve or implement a set of solutions not already perceived by the market or community where it is to be used. Change means going beyond everything the industry knows to embrace everything that inspires positive social change. The question what if…?; is the why that leads to a new idea. In a market where floor tiles are not durable and lack the minimum allowable breaking strength, the question, what if… tiles were made durable and had the strength of granite, marble and most natural stone with a MOHS of 7 and above. This can lead to innovation. In a market where tiles are bland with lack of newness, the question, What if… the technology of tile manufacturing includes, newness, anti-bacteria, high definition graphic tiles (tiles surface design that mimic marble and granite) beckons an innovation. In a market where there is no affordable alternative to marble and granite, the question, What if… the tile market had an economic alternative to marble and granite, is an innovation. Finally, the question, what if… safety of our kids and adults calls for tiles that are not shiny and slippery and still achieve the aim of tiling is the ultimate way of filling a need. The reaserch process that leads to innovation and exposes a need or needs that the innovation has to fill. If the market or society is used to ceramic tiles and you want to diffuse quality porcelain tiles, the emphasis on the features and benefits of porcelain tile should be communicated. How it implement solutions of the “what if…?” questions mentioned earlier makes it easy for the individual to percieve it as relevant. I will begin with the features of porcelain tiles by stating that porcelain tiles are tough, durable and fantastic products that makes an ideal floor surface. It is easy to live with, easy to clean and maintain and will look brilliant for many, many years. Next comes the benefits of porcelain tiles to include:

Stain resistant
Scratch resistant
Slip resistant
Fade resistant
Easy to clean
Child/Adult Safe and friendly
Fireproof
The word porcelain will not make sense if it is not explained. According to the American National Standards 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 0.5 percent. They can either be glazed or unglazed. Diffusion of an innovation is not as simple as only defining the features and benefit of the innovation neither is it an instantaneous act. It proceeds in stages. The awareness stage is the pedestal from which other stages progresses. Diffusion of this new idea will not be effective without the communucation channels. These channels include, TV, Radio, Newspapers, social media and ultimately word of mouth or peer to peer. An individual cannot form an attitude toward the new idea until he or she knows about it. Even at this awareness stage, individuals do not expose themselves to ideas, products, beliefs that do not serve their interest, existing attitude and needs. For porcelain tile to be adopted, it must be seen to meet some needs or solve issues that ceramic tile does not offer the individual. This is still one aspect of the process.

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