Hype-cycle management
Product life cycle management can be loosely defined as all the activities a vendor engages in to launch, develop, market, mature (or evolve) a product. Some products reach a point at which they can no longer adapt or evolve, and hence vendors end the life of a product. A noteworthy, recent EOL example in the security market is the Cisco PIX.
Users, especially enterprise administrators, contend with product life cycle management in a very meaningful way. They monitor a product's evolution and in many cases, they press vendors to add (or kill) features, improve performance and security, etc. They must stay informed so that they are not caught unprepared should a vendor choose to EOL a product; for example, if an admin ran a Cisco PIX only shop, he ought to have kept informed regarding the future of this firewall and ought to have considered what he would employ "post PIX".
Today, users have a longer life cycle to manage than vendors, one that includes hype cycle management. The hype cycle begins before a product announcement. Hype that sparks the cycle takes many forms: new standards and regulations, demonstrations of prototypes at trade shows, trade pub and street talk. Soon, *THIS NEW THING* is widely heralded as the most disruptive technology since, well, the last most disruptive technology.
Consider this tale of two C*Os and their experiences with the iPhone. The first C*O shows up at a senior management retreat with an iPhone, announcing that "this is so freaking cool". This begets a must-have attitude that trickles down from management, which begets an organization-wide buying frenzy, which begets a business imperative directed at IT to "integrate iPhones with our enterprise mail system and corporate web apps". To accommodate iPhone adoption, a planned 802.1x/network access controls project is dropped from the budget. There's always next year.
This C*O failed to manage the hype cycle and allowed enthusiasm for a consumer grade product to snowball into a mobility issue that resulted in an unplanned network deployment, funded at the expense of an important security initiative.
I know a second COO whose response to exactly this situation serves as a five-star example of hype cycle management. When iPhone was announced, this COO sent an "all hands" email with the subject line "iPhone". He acknowledged the awesome coolness of iPhone and that he desperately wanted one. However, he tempered his enthusiasm when he realized that interoperability issues would prevent him from accessing intranet services that were essential and that an important network and security upgrade would have to be sacrificed to accommodate iPhone adoption. He asked all hands to temper their enthusiasm, be patient while IT investigated iPhone integration, and promised that the organization would do its best to accommodate new mobile technologies. This COO jumped in front of the bus as it was departing and yelled "stop!" but in doing so, he acknowledged the desirability of the new technology rather than dismissing it. He explained why iPhone adoption was problematic, reminding rather than rebuffing staff that the mission and business of the organization takes priority over having a cool handheld. Lastly, he empowered IT by announcing that iPhone adoption would be studied.
If you study these scenarios carefully, I'm pretty certain you can tease out a set of "best practices" for hype cycle management.
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by Dave Piscitello