#basics_Disillusionment in Technology Innovation

Bridging the Gap: Navigating the Chasm and Trough of Disillusionment in Technology Innovation

Every new innovation in the market operates within two contexts: the technological chasm and the trough of disillusionment. Although this reference might seem peculiar and outdated, both are borrowed from two key theories of innovation: Moore's Chasm theory and Gartner's Hype Cycle.

While both models focus on users, they concentrate on different moments and phases of the user journey. Moore's theory divides users into five categories: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. It is precisely between the second and third phase—where Early Adopters and the Early Majority are situated—that an innovation chasm forms. Here, companies must leverage every possibility to make their customers understand the benefits of technology and innovation.

Conversely, Gartner's Hype Cycle does not focus on the intrinsic characteristics of customers but on the emotional phases that characterize users in their process of interacting with new technologies. These phases include the Technology Trigger, the Peak of Inflated Expectations, the Trough of Disillusionment, the Slope of Enlightenment, and the Plateau of Productivity. Thus, the curve presented by this model reflects the market trend of new technologies in terms of hype, expectations, and disillusionment. Looking back at the past and at most innovations, similar examples can be found in every single innovation, from the dot.com's bubble to the introduction of new cryptographic technologies.

So, why does every new technology find itself in a technological chasm and the trough of disillusionment?

Because it must overcome the abyss that divides the Early Adopters from mass adoption, allowing everyone to understand and enjoy the benefits brought by technology and to find new trust in technology, going beyond the hype. The ways to overcome this chasm are diverse and varied, including education and training activities not aimed at a specialized audience but at anyone who can benefit from it. Technology can be integrated into common use cases and channels, moving away from complex and purely technological concepts. There are clear marketing strategies that exploit channels consulted daily by all users.

Regarding the first of the above points, different actions can be undertaken:

- Content Creation aimed at both an external and internal audience (for example, a corporate audience), simplifying complex concepts and presenting possible use cases in everyday life.

- Live Education Activities aimed at understanding, in a detailed and technical manner (where necessary), elements that can reduce the distance between complexity and possible daily use.

- Active Participation in Events, both specialized and aimed at a broader audience, with the goal of engaging communities and growing the talent around us.