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There is a popular saying in German: Innovation is when the market shouts “Hooray!”. Thus, a new idea is only as good as its diffusion into the addressed social system. The question is what affects the adoption or rejection of a new idea. Carsten Deckert shares his experience on the main innovation resistances and on ways to increase the acceptance of new ideas. He talks about which perceived attributes of innovations are conducive to the rate of adoption of an innovation and which are characteristics of failed innovations.