Updated: Jul 9
If you have any background in marketing at all, you have probably heard of the product life cycle. This theory is unfortunately not really applicable for those of us who live in the world of ideas.
Great ideas come into the world through a variety of means including divine inspiration, observation, and conversation. Regardless of their origin, ideas follow a path from the time they are born, their genesis, until they are ultimately either accepted by the general public or just fade away due to lack of acceptance.
The timing of the idea life cycle is nebulous; each phase takes an indeterminate amount of time relative to the uniqueness of the idea and the receptivity of others beyond the person or people who introduce the idea. In addition, this cycle is not necessarily linear. Ideas can go from one phase to another without any logical explanation. It is difficult if not impossible to predict how an idea will flow through this cycle.
Nonetheless, understanding how the idea life cycle works can help those of us who thrive on innovation determine the trajectory of new ideas that we generate and share with others.
There are four phases in the idea life cycle: emergence; vetting; legitimacy; and, finally, either assimilation or psychic death.
Emergence: The idea is shared beyond its originators. The idea may spread quickly, at a snail’s pace, or at the speed of frozen molasses pouring out of a jar.
Vetting: Other people are starting to notice the idea and gauge its validity in alignment with their pre-existing ideas about the world. People react to the idea in a variety of ways from curiosity to animosity and everything in-between. There may be a few aha moments.
Legitimacy: The idea is tested as people start to integrate it with their existing perceptions and worldviews. These testers encounter reactions to this integration and decide whether to adopt or reject the idea based on both the ease with which they can integrate the idea into their lives and the reactions of their peers.
Assimilation or Psychic Death: The idea becomes adopted by a mass of people, and therefore it likely also becomes tainted in multiple ways by the people who feel close to this idea; or, it dies because people so vehemently reject it that there is no way it can survive. Ideas that live on or die can enter any phase of the idea life cycle as people, and their views, continue to evolve