Captain’s log, stardate 20210721
If you’ve been in software for more than a couple years, you have probably heard of the Gartner Hype Cycle.
The hype cycle is a branded graphical presentation developed and used by the American research, advisory and information technology firm Gartner to represent the maturity, adoption, and social application of specific technologies. The hype cycle claims to provide a graphical and conceptual presentation of the maturity of emerging technologies through five phases.
It’s pretty famous and LOTS of people pay attention to it.
I have no way to know for sure, but I’d bet good money that the popularity of the Hype Cycle has attracted a TON of ideal clients willing to pay top dollar for Gartner’s products and services.
It’s surely a key piece of marketing that increases awareness and differentiation for the firm.
Okay, so what’s my point?
You could be Gartner.
Gideon Gartner was undoubtedly smart and knew his industry, but he wasn’t superhuman.
He wasn’t born rich, he wasn’t born famous, and he didn’t have powerful parents.
He was just some dude who made up some graph out of thin air that he called the Hype Cycle.
One way to attract ideal clients, differentiate yourself from your competitors, and justify premium prices, is to create unique intellectual property that is so compelling that people share it like crazy.
You don’t have to be rich, or be famous, or have powerful parents to do this.
You just need to be smart and know your industry.
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