One mission for an adviser is to size up a new client. Are they eager to use the latest technology or do they want to make sure that a new innovation works before they risk their clients on an untested platform?

In 1962, sociologist and communications theorist Everett Rogers introduced his The Diffusion of Innovations Theory that explains how, over time, an idea, behavior or product gains momentum and spreads through a specific population. This theory applies to benefits advisers in terms of how you approach your clients and how your agency delivers innovation in service, processes and technology.

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