Gartner hype cycle

The hype cycle claims to provide a graphical and conceptual presentation of the maturity of emerging technologies through five phases.

[7] Desmond Roger Laurence, in the field of clinical pharmacology, described a similar process in drug development in the seventies.

It seems to assume that a business' performance is tied to the hype cycle, whereas this may actually have more to do with the way a company devises its branding strategy.

[citation needed] A related criticism is that the "cycle" has no real benefits to the development or marketing of new technologies and merely comments on pre-existing trends.

Tracing breakthrough technologies over time, only a small share—perhaps a fifth—move from innovation to excitement to despondency to widespread adoption.