• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

Mastering the Hype Cycle – Highly recommended for different reasons for different audiences

Gartner’s Hype Cycle (official definition) is a research graphic that is far more useful than the Magic Quadrant, even if it is not as visible as the MQ. While it is not obsessed over like the MQ, Gartner has built a franchise around the Hype Cycle with the annual July spate of around 90 Hype Cycle research notes.   These cover an average of 1,300 technologies and the related graphics are used in many conference presentations.

While the Hype Cycle provides valuable insights into how technology is adopted, Gartner has not provided much insight into the Hype Cycle itself. This is not all that unusual for IT industry analysts firms that are focused on cranking out topical research papers rather than teaching their clients and the marketplace about how to use the research. There is the “Understanding Gartner’s Hype Cycles” research note that accompanies the annual Hype Cycle series of research notes. However, there is only so much understanding that can be crammed into 12 to 14 pages. That is why this new book on the Hype Cycle has the potential to very useful.

Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Harvard Business Press, $19.77 + S&H on Amazon) is by Hype Cycle creator Jackie Fenn and colleague Mark Raskino. The book has two goals. First is to ensure that the reader is completely conversant about what the Hype Cycle is and is not. The second is provide insights into how the Hype Cycle can be used by innovation champions inside corporations to make sure that innovations are brought in at the right time.

“Part 1: The Hype Cycle” does a thorough job of explaining the Hype Cycle with lots of stories to illustrate points. Even somebody as familiar with the Hype Cycle as Continue reading