Product Description

It happens over and over again. Some innovation (a new product, a management trend) comes along that captures the public's imagination. Everybody joins the parade with great fanfare and high expectations. This "next big thing" promises to transform the companies that adopt it - and inflict great peril on those that don't.

Then, when the innovation fails to deliver as promised immediately, everyone starts bailing out. Investments are wasted; stock prices plunge; disillusionment sets in.

It doesn't have to be this way. In Mastering the Hype Cycle, Jackie Fenn and Mark Raskino explain what drives this pattern and how your company can avoid its potential dangers. By understanding the hype cycle, you can ride it more skillfully - timing your investment decisions so that the innovations you adopt stand the best chance of succeeding in the long-term.

Drawing on company examples and Gartner's proven STREET (Scope, Track, Rank, Evaluate, Evangelize, Transfer) framework, the authors show how to orchestrate the key steps in the innovation-adoption process - from choosing which innovations to take on and when in their life cycle you should adopt, to paving the way for a successful introduction.

The hype cycle isn't going away. But this book arms you with the strategies you need to ride the crest of a new idea to success - and steer clear of the trough of disillusionment.

Product Details

• Amazon Sales Rank: #105354 in Books
• Published on: 2008-10-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 272 pages

Review
A logical approach to a genuine problem.
--CPO Agenda, December 1, 2008

About the Author
Jackie Fenn is a vice president and Gartner Fellow in Gartner Research. She focuses on innovation management issues and emerging technology trends.

Mark Raskino is a vice president and Gartner Fellow in Gartner Research, specializing in emerging trends

Customer Reviews

A "Must read" for those interested in Innovation
Most people working in the IT industry will have come across the Hype cycle in one form or another - if the "trough of disillusionment" rings a bell, then you have come across the Hype cycle.

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.