Roussillon – innovators and early adopters

'Diffusion of innovations' is a fascinating theory first put forward by American sociologist Everett Rogers, exploring how humans take up and spread new ideas. His work is based on the adoption of new technology, but as I've watched Roussillon over the last decade and a half, I can't help persuading myself that his theory works on different levels, including the revival of a wine region.

There are five main actors at play in the theory: innovators, early adopters, early...