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It happens over and over again. Some innovation (a new product, a management trend) comes along that captures the publics imagination. Everybody joins the parade with great fanfare and high expectations. This next big thing promises to transform the companies that adopt it -- and inflict great peril on those that dont. Then, when the innovation fails to deliver as promised immediately, everyone starts bailing out. Investments are wasted; stock prices plunge; disillusionment sets in. It doesnt have to be this way. In Mastering the Hype Cycle, Jackie Fenn and Mark Raskino explain what drives this pattern and how your company can avoid its potential dangers. By understanding the hype cycle, you can ride it more skillfully -- timing your investment decisions so that the innovations you adopt stand the best chance of succeeding in the long-term.