I recently learned of a concept called the Gartner Hype Cycle. I probably never ran into it before because it started as a technology concept, related to the impact of new technologies on an organization. The Hype Cycle is intended to explain the maturity, adoption and social application of new technology.
But it seems to be to be broadly applicable beyond technological issues. To me, it explains why a lot of new management programs and other ideas crash and burn. Or at least, why they do not result in as much success as originally envisioned.
There are five stages to the Hype Cycle. It starts with a “trigger” — a new idea or technology comes on the scene and moves the organization out of stasis. Immediately, the technology is perceived as the greatest thing since sliced bread, the solution to all woes. This is the “inflated expectations” stage.
Expectations rise to a peak, and then the “trough of disillusionment” sets in. The organization realizes that the new technology does not solve all problems, and, in fact, creates issues of its own. Reactions to the technology plummet to depths lower than the stasis before the technology came on the scene.
Finally, the organization is able to sift through the benefits and detriments of the new technology as it moves up the “slope of enlightenment.” Only then does the organization reach a “plateau of productivity,” a new stasis, which is hopefully higher than the original stasis. Thus, there is benefit to the new idea, but not as much as originally anticipated.
How many times have we been through this cycle in our own organizations?
It might not be a new technology or product or service. In my own case, I think of countless business redesigns. Each one was intended to increase productivity. Each one would be the most effective way to bring creative new products to market. Each one would minimize inefficiencies and increase profitability.
And each time, the results of the corporate redesign were less than staggering.
I won’t say the redesigns were failures, but they were not panaceas. They did not magically transform the organization into a model of productivity.
And yet every few years, we tried it again. With the same results.
What examples of the hype cycle have you experienced?