The SAM (Social Adoption Mechanism) is a mix of Rogers’ diffusion of innovations and social psychology.
Rogers starts from the individual, he identifies innovators, opinion leaders, early marjority, etc. and describes why and when each of them adopts.
SAM changes this perspective and considers the group, the tribe, the social context as the unit that innovates. All of Rogers’ types are mere cogs that allow the SAM to innovate efficiently. It might be less intuitive, because we think as individuals, but once you’ve looked at innovations from the SAM perspective, it may shed a different light on how you approach your consumers.