Many political scientists maintain that public policies diffuse across states and that proximate states, in particular, influence one another's policy activities. Using state-funded merit aid for college as its case, this article takes a new approach to the study of the diffusion phenomenon, leaving behind conventional techniques used by generations of innovation/diffusion scholars, and asks policy makers themselves to what they attribute state policy adoption. The authors' findings suggest that merit aid programs diffuse as a function of competition among neighboring states not only for students but also for revenue and ideas. Close policy communities and personal contacts among state policy makers and agency staff also condition policy adoption by spreading information about, and assessments of, educational innovations. (Contains 1 table, 1 figure, and 4 notes.)