Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Gartner) Hardcover – September 16, 2008
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Most drawn to this book will know that Gartner is a prominent research and advisory company started in 1979 that has expanded beyond its initial information technology focus to include other business functions. Co-authors Fenn and Raskino both still at Gartner, had been involved in devising the hype cycle chart and pioneering its use---a way to characterize a new technology or other innovation from its triggering and initial inflated expectations through the ‘trough of disillusionment’ and ‘’slope of enlightenment’ to adoption and ‘plateau of productivity’ (like other similar schemas such as described on page xiv and in Moore’s Crossing the Chasm, 3rd Edition (Collins Business Essentials)---see my review). As suggested in the book’s extended title, executives and managers can (and often do) use these charts in helping make innovation investment and implementation decisions, making it worthy of attention in that regard.
After their Preface, the authors proceed through 11 chapters: of narrative: (1) Hype Cycle Winners and Losers, (2) Behind the Hype Cycle, (3) Hype Cycle Traps and Challenges, (4) Hype Cycle Opportunities and Lessons, (5) What it Takes to Master the Hype Cycle, (6) Scope - Establishing the Context for Innovation, (7) Track - Collecting the Candidates, (8) Rank - Prioritizing Innovation Candidates, (9) Evaluate - Understanding Rewards and Risks, (10) Evangelize and Transfer - Making It Happen, and (11) Riding the Hype Cycle.
My favorite parts include background and devising of the hype cycle, references to the Amish and their choices regarding technology use, and application of the STREET process (chapters 6-10) to monitor/evaluate innovations. In the first part of the book (on page 26), Fenn and Raskino relate the combination of ‘hype driven expectations’ and typical maturation to characterize human response to the new and novel in a storyline not unlike those discussed in Archer and Jockers’ The Bestseller Code: Anatomy of the Blockbuster Novel. The authors also describe a number of instances (pages 91-94) where different Amish groups have made determinations about the extent and how they will incorporate technology in ways that will help them preserve their cultures. In the second half of the book, they detail steps where observation and decision making applied in business that might be similarly adapted for use in dealing with broader cultural and social concerns as treated in Rose’s Confronting Technopoly: Charting a Course towards Human Survival (see my review).
Gartner is still issuing hype cycle reports as I write and they continue to offer this means for trying to monitor what is coming in the way of new information technology and other related developments. So, it is well worth it to learn about their foundation as well as the pros and cons of their utilization.
Fenn's Hype Cycle covers five phases of the technology life cycle:
1. Technology Trigger
2. Peak of Inflated Expectations
3. Trough of Disillusionment
4. Slope of Enlightenment
5. Plateau of Productivity
The cycle is depicted as a graphical equation upon which the various technologies are placed to categorize them into each of these five stages. In spite of the criticisms present on any such technology representation, the Hype Cycle is a convenient way to map technologies over time and to gain a sense of where each resides within its own life cycle.
Highly recommended for any technologist.
Decent content, but failed in delivery. It is not a waste of time, but it is unnecesarily unpleasant.
Top international reviews
The book is split into two parts: Part One provides an overview of the Hype cycle. It takes us through each phase of the Hype cycle describing the characteristics of each phase. The (particularly) up to date examples help add life to the narrative. For me, I spent some time trying to work out where I thought many current innovations were in their journey through the Hype cycle - this is not as easy a task as you might think! However, it can be crucial to the success implementation of any innovation.
Part Two describes a process (termed STREET by the authors) for identifying, tracking and then introducing innovations based on the Hype cycle and your organisation's drivers and appetite for risk. This part of the book takes us through the process, step by step.
I think this book will be particularly useful to those people who are working in organisations that are involved in decisions about introducing new innovations. While it is aimed primarily at external innovations, there is no reason why the same process could not be applied to innovations that are generated from WITHIN your organisation.
Well written (which is exactly what you would expect from two Gartner analysts!) and exceptionally useful. Practical and definitely not overly theoretical. It certainly made me stop and think a little more deeply about the innovations that I am involved with and how (and when) they should be pursued. Highly recommended reading.
Deutlich im Vordergrund scheinen hier eindeutig die Beispiele zu stehen. Bereits das Vorwort besteht zum größten Teil aus einem großen und einigen kleineren Beispielen. Auch Kapitel 1, "Hype Cycle Winners ans Losers", wird mit einem umfangreichen Beispiel eröffnet und anschließend jede Theorie mit einem Beispiel untermauert. Dies schafft eine gewisse Anschaulichkeit für das doch recht komplexe Thema des Hype Cycle.
Je suis très satisfait par cet achat.