The Engaging Brand

Today I talk with Mark Raskino of Gartner research who has written the book Mastering the Hype Cycle which "addresses this crucial issue of innovation adoption by presenting the only model of its type to move beyond general observation. The Hype Cycle has been used as a predictive management decision tool, tracking thousands of innovations over more than a decade". I talk to Mark about

• What is the hype cycle?
• Is a hype cycle purely related to the technology sector or is it rooted in consumer behaviour?
• What should be on the vertical axis of the hype cycle - visibility of brand or brand expectations?
• How the trough of disillisionment is still saying that the innovation is growing.
• The importance of how you approach innovation during the trough of disillisionment.
• The disannonce between internal confidence and training, and external expectations for the innovation.
• How consumers want to be seen as individuals but not to be seen as too different!
• Is there really such a thing as innovation or are all "innovations" evolutionary?

Don't forget to vote fdaily until 6 November for your favourite podcast at The Podcast Awards!

If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or hop over to Facebook group for The Engaging Brand. or the new room set up on Friendfeed
Message from Sponsor
“Online Meetings Made Easy with GoToMeeting Try it Free for 30 days use Promo Code Podcast”