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A product that doesn’t fully meet the standards set by that hype can, in a matter of days, tumble from ranking as tech’s golden child to tech’s biggest loser. If you are far away from meeting expectations, the tides can turn in short order.
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One minor fail by one company, and the whole industry takes a hit. Hype is incredibly seductive in that way.īut you have to remember that hype backfires by shortening people’s patience. It’s very tempting to race to be the first - to be the trailblazing pioneer. You’ll see glowing report after glowing report in the media about the potential of your space, and you’ll see your competitors get high-profile coverage in trend pieces.
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If you’re working on a startup in an industry that is getting a lot of hype, the Gartner Hype Cycle adds a lot of pressure to get your product out there. Work in stealth until your product - not the concept - is hype-worthy.
#GARTNER HYPE CYCLE 2016 BIG DATA HOW TO#
Here are a few tips I can offer to anyone in a hype cycle on how to make it to the other side.ġ. There have, however, been challenging moments along the way, and many lessons learned. According to Gartner (and evidenced by our own bottom line), mobile advertising is now at the “Slope of Enlightenment,” so you could say that we’ve made it through a hype cycle. Augmented reality has started to exit the Trough of Disillusionment” thanks to the wild success of Pokemon Go and Snapchat filters. And Microsoft recently had a high profile bot-backfire, when it released a Twitter bot that started tweeting racist content within 24 hours of launch.īut there is hope in hype. Immediately after Facebook’s announcement, images of broken bots cluttered Twitter. Bots, the new “it-thing,” seemed to have its golden future locked down when Facebook officially got on the bot bandwagon, only to reach what Gartner calls the “Trough of Disillusionment” in record time. It goes like this: the potential of a new concept gets over-hyped, and then companies in that area get panned when they don’t meet expectations quickly.Ĭurrent examples include the Internet of Things (IoT), which is currently on the mean side of the hype cycle for not evolving fast enough. If you work for or with startups, you’ve likely been a part of the Gartner Hype Cycle and the sky-high expectations that can come with it. Hear from CIOs, CTOs, and other C-level and senior execs on data and AI strategies at the Future of Work Summit this January 12, 2022.