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Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Gartner) Hardcover – September 16, 2008
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Top Customer Reviews
First it is a business book, with extensive case study like explanations of how companies have dealt with the issue of innovating and creating something new. The book features the actual leaders talking about their experience - a real rarity in an innovation book.
Second, the book provides actionable advice in terms of assessment questions and application of those questions into real life situations. I can see how I would apply the ideas of this book by asking myself these questions.
Finally, and perhaps most importantly - the book addresses failure as well as success. Too many books on innovation talk about the breakthrough successes and never deal with the pitfalls or challenges.
This book is different and it is these three differences that deliver value to the reader. This is a book that I will come back to with each innovation initiative to understand where I am in the hype cycle and what I can do to win in the marketplace.
Fenn and Raskino argue that innovations move through the economy in waves following Hype Cycles. Their thesis is that companies who understand the behavior of an innovative idea like, CRM or BPRE, or innovative technology like wireless or RFID, will make better decisions and gain more value than those that do not.Read more ›
Part 1 - The Hype Cycle: Hype Cycle Winners and Losers; Behind the Hype Cycle; Hype Cycle Traps and Challenges; Hype Cycle Opportunites and Lessons
Part 2 - The STREET Process: What It Takes to Master the Hype Cycle; Scope - Establishing the Context for Innovation; Track - Collecting the Innovation Candidates; Rank - Prioritizing the Candidates; Evaluate - Understanding Rewards and Risks; Evangelize and Transfer - Making It Happen; Future Cycles
Notes; Index; About the Authors
The goal in Mastering the Hype Cycle is to give organizations a way to assess new technologies and decide if and when to jump on board. For instance, the book opens with an example of the loyalty card market in the UK. Safeway, Tesco, and all the other major players jumped on board early while the cycle was in the uptick phase. But after laying down a solid foundation, Safeway's board started to sour on the idea when market analysts started to dismiss the idea of database marketing and its potential benefits. Many companies dropped the idea, including Safeway.Read more ›
Most Recent Customer Reviews
A standard for us to give to our clients and a terrific analyst!Published 11 months ago by Jo Hooper
It is useful. A lot of people talk about the hype cycle without fully understanding its implications, how to interpret it, or how to take action based in the information it... Read morePublished 17 months ago by Jonathan Núñez
Jackie Fenn's development of the "Hype Cycle" is certainly something that draws attention each year the updated cycle is published. Read morePublished 21 months ago by Ray
The language of the book is very boring
Very low content.
Waste of time and money.
DONT recommend this book
Everybody's talking about it - the next best thing that's going to reorder industries, catapult early adopters to the top and make millions for those on the ground floor. Read morePublished on May 28, 2012 by Rolf Dobelli