Hype cycles are the invention of a big American technology consultancy firm who use them to show the way very new types of technology move from ‘stupid idea, it’ll never work’ right through to general acceptance as something that just ‘is’.
A hype cycle is basically a graph that plots a line that rises very steeply to a place called The Peak of Inflated Expectations, before crashing dramatically into The Trough of Disillusionment, and rising gently again through the long Slope of Enlightenment, before levelling off on to the Plateau of Productivity.
I’ve always liked this model. It’s simple and elegant.
It demonstrates very clearly how new things come along, wrapped in hyperbole and excitement, that are going to change everything, how people get hacked off with them very quickly, but then slowly work out what to actually do with them. All technology, all innovation, follows this simple model. It provides a superb way of understanding trends, and the inevitability of fashion.
“Hype-Cycle-General” by NeedCokeNow – Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons.
You can apply this model to food, and particularly to food fads … pulled pork, for example … stuck right in the Trough of Disillusionment (seriously, the damned stuff is everywhere). Craft beer? Riding the crest of the Peak of Inflated Expectations. I’d push proper, shorter measure coffee and real espresso out onto the Slope of Enlightenment, if I must.





