Mastering The Hype Cycle

How to Choose the Right Innovation at the Right Time

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An indicator that Green is passing the peak.

November 11th, 2008 by Mark Raskino · 1 Comment

This interesting article describes how magazine publishers and marketers are finding the public disinterested in superficial green stories. They must be getting bored with the bombardment. Now the difficult works starts – how do we really green our lives, societies and habits? Not so easy. Complex technological and business ecosystem evolution is required! The market has already started to detect that the story of greening our societies has been oversimplified in order to make headlines and easy money. The article is an example of just the sort of evidence you should be looking for, when determining if there is a turning point in the Hype Cycle.  Keeping an eye out like this is part of the T (track) in STREET, the adoptive innovation method we explain in the second half of the book.

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