Wednesday, June 17, 2009
humans vs the hype
This brandtoon to the left was inspired by a recent article I read in Communication Arts. It was written by Baba Shetty, a strategist at Hill Holliday, and talks about what he describes as the "hype cycle" of new technology.
In a nutshell, the hype cycle is the progression of any new technology from "hot new thing" to "been there done that" disenchantment. Or as Mr. Shetty describes it as, "either the recommendation of a technologcial approach just because it's fashionable or the dismissing, out-of-hand direction that's judged by the cognescenti as being all too common."
Net net, the piece poses the question about how new technology tools (toys) might play into the way we plan our work, and suggests that the best interactive experiences always have less to do with technology(or the hype around it) and more to do with what makes us human.