Small and medium sized enterprises (SMEs) make a substantial contribution to the economic and social wellbeing of many national economies. Consequently, the European Union (EU) is funding several initiatives aimed at stimulating growth within SMEs. In particular, there is concern that despite the potential benefits of information and communication technology (ICT), adoption rates in UK-based SMEs tend to be low. The aim of this paper is to identify important factors which contribute to successful diffusion projects. The main causes of low ICT adoption rates are identified. Using empirical data collected from a successful UK diffusion initiative, the paper reveals the importance of nurturing a trusting relationship with potential ICT adopters both before and during the diffusion project. It goes on to show that the provision of reactive training during the diffusion process is vital. Finally, the case study findings are compared with the literature and comparisons are drawn.