As we head into Hype Cycle refresh time, pick up a copy of “Mastering the Hype Cycle”

Gartner typically refreshes most Hype Cycles in June and July every year. From a timing point-of-view that means the analysts are starting to think about what they want to change in the Hype Cycle in April. Then in May and June they move into their serious work on their Hype Cycles in order to get them through Editorial by the end of June. Working backward that means that AR programs need to start now to think about how they want to influence the Hype Cycle. 

A valuable resource for AR programs that want to influence the Hype Cycle is the book Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Harvard Business Press, $19.77 + S&H on Amazon) by Hype Cycle creator Jackie Fenn and colleague Mark Raskino. While written for the enterprise client, there are many valuable insights in the book for vendor AR professionals.  Click here for SageCircle’s review of the book.

Related posts:

SageCircle Technique:

  • Add influencing the Hype Cycle to your annual AR Strategic & Tactical Plan
  • Carefully review the list of Hype Cycles to identify relevant targets (while there are 96 Hype Cycles as of July 6, 2008, this task will likely not require a lot of time and effort)
  • Identify which of your company’s leading-edge […]

Thinking about Gartner’s Hype Cycle

As AR professionals focus (obsess) on the Gartner Magic Quadrant and Forrester Wave as primary targets for influencing, an important signature research deliverable is often overlooked – Gartner’s Hype Cycle (click graphic to see a larger version). This point is driven home by the fact that is takes a fair amount of work to find a vendor reprint of any Hype Cycle, whereas you can easily find MQ and Wave reprints starting on the first Google search results page. This vendor attitude is unfortunate because Gartner says that the Hype Cycle is the most read/download type of research, even more than the Magic Quadrant. However, because the Hype Cycle does not directly compare products and rarely even mentions vendors in passing, it is easy for vendors not to give Hype Cycles a high priority.

The Hype Cycle might take on additional visibility in October 2008 if Gartner and the Harvard Business School Press (HBSP) promote the new book, Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time by Jackie Fenn and Mark Raskino, as effectively as […]

Kleenex, Frisbee, and Magic Quadrant – what do they have in common?

Have you heard your spokespeople make the following statement when briefing the analysts or presenting to a group of analysts on a teleconference: “… also if I reflect on the way you put us, whether it’s your magic quadrants or …” Probably the executive was using “magic quadrant” as a generic label for analyst research graphics, much like people use Kleenex for facial tissue, Frisbee for a flying disc toy or Xerox for photocopying. 

Using Magic Quadrant as a generic label is dangerous for any vendor’s relationship with the analyst community. Analysts at firms other than Gartner bridle at Gartner’s dominate mindshare in the market. Referring to the Magic Quadrant is adding salt to their wounds. Gartner analysts, on the other hand, are extremely touchy about what they feel is the misuse of their signature research deliverable by the vendor community. So for vendors this is a lose-lose situation.

This situation also applies to other high visibility analyst deliverables like the Forrester Wave and Gartner Hype Cycle.

SageCircle Technique:

  • Brief your executives* on the best practice for referring to […]

Equipping Sales for the MQ Effect: the Magic Quadrant & Tech Vendors [part 7]

Gartner’s Magic Quadrant can have a powerful impact on IT vendor sales cycles – anointing some vendors as a prime candidate for a sales opportunity while denying other vendors even a chance to bid. In order to exploit positive placement on a Magic Quadrant and mitigate negative placement, vendor sales executives need to work with AR to prepare and train their sales teams on certain basics about the Magic Quadrant.

To a large extent the Magic Quadrant is just another form of analyst research that can sales reps have to take into account when working with customers and prospects. However, the MQ does have some unique aspects that have to be addressed including: 

  • Multiple MQs – A vendor can be on any number of MQs, which increases the chances that a prospect will be using wrong research
  • Out-of-date MQs – Earlier versions of a MQ can be available for a long time, which can put a vendor with an improved position at a disadvantage
  • Four boxes, four responses – How a sales responds to or uses a MQ is different depending […]

The Danger is Complacency: the Magic Quadrant & Tech Vendors [part 6]

There is a certain amount of self congratulations that occur when a vendor achieves a favorable “Leader” position on a Magic Quadrant. Because they are in the “Leaders” block, vendors feel like their job is complete. The problem is that such an attitude could lead to complacency and endanger a company’s coveted status in the future. Vendors in this situation could receive a nasty surprise as competitors leapfrog them or as they slip into the Challengers or Visionaries blocks.

This is not only a problem with “Leaders” since vendors in the “Challengers” and “Visionaries” blocks also feel that they can rest on their laurels. Most surprising are “Niche” vendors who are happy merely to be mentioned on a Magic Quadrant. The messages in this post are directed to Leaders, but also apply to all vendors, no matter what their position on the MQ.

What is the Danger? SageCircle had one client go from the best Leaders position in a Magic Quadrant only to slide to the Challengers block in the next version. Why? The vendor had become complacent about […]