"We argued that the heart of the diffusion process is the modelling and imitation by potential adopters of their near peers’ experiences with the new idea. In deciding whether or not to adopt an innovation, individuals depend mainly on the communicated experience of others much like themselves who have already adopted a new idea. These subjective avaluations of an innnovation flow mainly through interpersonal networks. So we must understand the nature of networks in order to understand the diffusion process"
— E. M. Rogers in Diffusion of Innovations
