Some companies have made a business model out of technology hypes. These are the same companies that tell the market what it needs by asking the market. Of course, this comes with an invoice mentioning generous compensation. These companies write classy reports with colorful graphics in which they advise organizations to do what the organizations tell them to do.

But hypes are for techies. Techies may feast on technology, but for organizations, jumping on hypes can be a risky and costly pastime.

There are two types of hypes. Hypes can be about something new. Other hypes are just reformulations of existing things, recycled ideas.

But hypes are hypes: they will go away. The vast majority of hypes disappear into thin air. The techie may have learned from them. Some remain. It might be valuable if a technology is still around after a few years. But usually, the stuff will not be as groundbreaking and revolutionary as predicted when announced by the hype cycle company, that is, by the market itself.

Blockchain, anyone?

Some hypes are recycled ideas. We have no memory, and we don’t read textbooks. SOA, AI, microservices, and technical advancements are wrapped in shiny new names and gift papers, so they appear to be a gift from your software supplier or consultancy company.