Summary of Mastering the Hype Cycle

How to Choose the Right Innovation at the Right Time

Harvard Business Review Press, more...

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Mastering the Hype Cycle book summary
Use the “hype cycle” to assess the next best thing.


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8 Innovation

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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. How do you know when to hop on the innovation bandwagon or stay on the sidelines? You can’t rely on your gut to choose which innovation presents a genuine opportunity, but the well-considered “hype cycle” can make a difference. Technology researchers Jackie Fenn and Mark Raskino devised this model to help you determine which innovations to adopt, when to adopt them and how to integrate them into your business. This rubric takes you beyond the buzz to help you make well-reasoned, thoughtful choices. getAbstract suggests this useful manual to anyone making decisions about new products and services, technological breakthroughs, creative processes or bold ideas.

In this summary, you will learn

  • How to use the “hype cycle” to reject, choose and adopt innovations
  • How to avoid common innovation adoption pitfalls


“The Hype Cycle”
Roger Partington became marketing director of the British grocery chain Safeway in the early 1990s. He adopted a marketing practice that was heavily hyped at the time: focusing on increasing the size of transactions from existing customers instead of offering deals and...
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About the Authors

Jackie Fenn and Mark Raskino are vice presidents at Gartner Research. Fenn wrote the first hype cycle report. Raskino researches business technology, innovations and trends.

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    Mathew MacDonell 4 years ago
    I found this really helpful for an upcoming campaign at work as well as looking at my personal goals.

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