At the peak of inflated expectations, you want to avoid overspending on technology and overpromising results. You don’t want to ignore the movement entirely, since there is fire smoldering below the smoke. But you want to evaluate claims carefully, run things with an experimental mindset, and focus on real learning.
In the trough of disillusionment, that’s when you want to pour gas on the fire. Leverage what you learned from your experimental phase to scale up the things you know work, because you’ve proven them in your business.
Via Joemktg, massimo facchinetti
The one thing everybody forgets about Gartner's hype cycle, even in martech - Chief Marketing Technologist
Spot on advice, and really the only way to capitalize on the Hype Cycle.
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