Hype-Cycle Checkup

Type of record:
  • Strategy method
  • Reflection tool
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


The Hype-Cycle Checkup helps you very efficiently to compare your innovation work with current trends and to draw valuable conclusions from it. Understanding the hype cycle helps to understand which innovations will prevail. The hype surrounding technical innovations is apparently always going through the same curve in five


There is always excitement about technical innovations among experts and customers - this hype obviously always goes through the same curve in five phases. Every company wonders whether, how and when the product of its house will be received by consumers. Even the largest companies are wondering what will happen with Facebook or Bing and which product will be the next "big thing". The Gartner Research Institute has been describing the hype surrounding technical innovations in a model since 1995. The analysts discovered the following five phases that describe the hype surrounding innovations:

1. the technique trigger
The product launch generates attention, but there are more myths than experience. Currently in trigger: for example Video Search.

2. the summit of exaggerated expectation
The hype is at its peak. The first defects become visible. Currently at the peak of exaggerated expectation: for example 3D television.

3. the valley of disappointment
The product does not meet expectations. Currently in the valley of disappointment: for example microblogging.

4. the path of enlightenment
The product no longer appears in the media, and although it is currently not for sale, some companies are experimenting with 2.0 versions. Currently on the path of enlightenment: for example Virtual Reality.

5. the plateau of productivity
If it is a real innovation, consistent technical development leads to market maturity. Currently on the plateau of productivity: for example Tablet-PC.
  • Effective for disruptive innovations
  • Effective for highly complex challenges
  • Effective for incremental innovations and improvements
  • Effective for medium complex challenges
  • Effective for product innovations
  • Effective for radical innovations
  • Effective for service innovations
  • P1 Understanding (identify innovation fields - problem solving)
  • P2 Analysis (problems - challenges - environment - people - products)
  • P3 Observe (people - environment - product use)
  • P4 Synthesize (create leading questions - take a stand)
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