Every marketer should consider getting a tattoo of Gartner’s Hype Cycle, as a reminder to keep us from chasing shiny objects.
The Hype Cycle goes like this:
- A new hotness emerges. It could be new technology, a new strategy or tactic, some new thing.
- There are wild predictions about how the thing will revolutionize the world.
- People scramble to get on board with the thing before they even understand it.
- The new thing doesn’t measure up to elevated expectations.