• Recent Posts: Influencer Relations

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

Thinking about Gartner’s Hype Cycle

As AR professionals focus (obsess) on the Gartner Magic Quadrant and Forrester Wave as primary targets for influencing, an important signature research deliverable is often overlooked – Gartner’s Hype Cycle (click graphic to see a larger version). This point is driven home by the fact that is takes a fair amount of work to find a vendor reprint of any Hype Cycle, whereas you can easily find MQ and Wave reprints starting on the first Google search results page. This vendor attitude is unfortunate because Gartner says that the Hype Cycle is the most read/download type of research, even more than the Magic Quadrant. However, because the Hype Cycle does not directly compare products and rarely even mentions vendors in passing, it is easy for vendors not to give Hype Cycles a high priority.

The Hype Cycle might take on additional visibility in October 2008 if Gartner and the Harvard Business School Press (HBSP) promote the new book, Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time by Jackie Fenn and Mark Raskino, as effectively as Forrester and HBSP did with Groundswell, which joined the BusinessWeek Best Sellers List on July 3, 2008. You can pre-order the Hype Cycle book or buy Groundswell from Amazon by clicking on the linked titles above.

Relevance – The Hype Cycle is of most relevance to vendors who use R&D and adoption of emerging technologies as a means of market differentiation or those who wish to be recognized as thought leaders in their markets. The Hype Cycle is much less relevant to vendors who sell mature products to lagging adopters of technology. While not relevant to current product selection, the Hype Cycle can be influential on longer term strategic decisions, especially for an enterprise deciding to adopt new technology sooner or later. Because of its impact on strategic planning and budgeting, the Hype Cycle can be either useful or a hurdle to vendor sales organizations as well.

In the next post, we will introduce a framework for when and how to provide input to a Hype Cycle.

SageCircle Technique:

  • Carefully review the list of Hype Cycles to identify relevant targets (while there are 96 Hype Cycles as of July 6, 2008, this task will likely not require a lot of time and effort)
  • Identify which of your company’s leading-edge technologies or thought leadership ideas are or are not being covered on a Hype Cycle
  • Conduct inquiries with the appropriate analysts to determine why items you think relevant were left off the Hype Cycle.

Bottom Line: The Hype Cycle deserves a lot more attention from vendors than it receives because of its impact on IT’s strategic decision making. Vendors who sell to early adopters and fast followers should consider putting more emphasis on providing input to the Hype Cycle and leveraging it in the marketing and sales processes.

Question: IT managers – How do you use Hype Cycles? AR teams – What is the percentage of effort you put into influencing the Hype Cycle versus the work done on a Magic Quadrant?

8 Responses

  1. Forrester Research also projects status of emerging technologies with its TechRadar™ service. Both of these deliverables provide a technological snapshot, but it is the frequency that may be an issue. These need to be refreshed in less than 12 month cycles, given the rapidity of progress and failure that occurs.

  2. Hi Don, Thanks for the comment.

    Completely agree that “hype” changes so fast – because it is not tied to product cycles — that a 12 month refresh cycle is totally inadequate.

  3. […] Thinking about Gartner’s Hype Cycle « SageCircle Blog I must admit, I’ve always liked the hyper-cycle. Jack-hammer of Disillusionment! (tags: gartner hypecycle models analysts) […]

  4. […] media analy…How to use analyst m… on 2/ AR WikiPeople Over Process … on Thinking about Gartner’s…sagecircle on Right services – Align the ser…Eric Lobel on Right services – Align the […]

  5. […] Blogging is not really dead – you’re reading this after all. Rather, it seems to have moved beyond the Jackhammer of Disillusionment into The Heartland of Dry Counties. […]

  6. […] we head into Hype… on Gartner’s Hype Cycle – A…As we head into Hype… on Thinking about Gartner’s…As we head into Hype… on Mastering the Hype Cycle – Hig…Wendell Aaron Courtl… […]

Comments are closed.

%d bloggers like this: