Forces that influence managerial innovation (MI) diffusion are still unclear. This paper aims to shed more lights on the factors and actors influencing the diffusion of an emergent MI by studying the case of mindfulness programs and techniques. The research design is based on a qualitative methodology. Two main primary sources of data were mobilized and allowed to analyze the two communication channels identified in the diffusion literature: the interpersonal network and the press media. The results show that among the attributes traditionally studied to explain the diffusion of an MI, elements regarding its origins and its capacity to be transposed and adapted should be taken into account. Furthermore, while opinion leaders are considered as key players in both the rational and "fad and fashion" perspectives of the diffusion of an innovation, our results lead us to a much more nuanced analysis.