evolving social paradigms, interactions and understanding to enable
transmission of innovation among people, their communities
and social systems

advancing the process through which a positive effect
(an innovation)  is transmitted over time to people
and their communities that make up a social system (medium of diffusion)

as a cause and effect – an innovative idea, concept or thought can be an agent for change and be as simple as  someone smiling and affecting those immediately around them, a process through which innovation, results in the evolution of attitudes and understanding in accepting different points of view or ways of thinking that are normally communicated over a period of time among members of a specific social system

—thoughts inspired by everett m. rodgers author of “diffusion of innovation”