This commentary and review discusses the ability to adopt growing numbers of evidence-based innovations as an ongoing challenge for health care industries. A leader in the field, Berwick examines Everett Roger’s classic theory, Diffusion of Innovations, and research on the dissemination practice. Berwick provides an overview for both novices in the field and those engaged in implementing new innovations. The author offers a set of rules for disseminating innovations in health care, which include finding sound innovations, funding and supporting innovators, investing in early adopters, making early adopter activity observable, trusting and enabling reinvention, and leading by example. Although Berwick admits to the challenges ahead, he urges health care leaders not only to respect the change process but also to embrace it for a better future.