unhyping
What is “unhyping”? It’s a neologism I came up with in response to the feeling of being overly hyped. It basically means:
unhype: (verb) to calmly assess a hyped phenomenon
I began to explore what it might mean. Why is it possible to unhype? Is it good to unhype? Is unhyping bad? I do not have all the answers to this yet, but I can pick out a few areas where unhyping might be exceptionally useful.
unhyping as a User/Customer
I use a lot of tech. Soft and hard. I am also one of those people that gets excited about new products and services. Not so much to have them, but to understand them and where things might be going. I also appreciate the product people (designers, engineers, PMs, et al.) and processes that go into making and launching a new product. BUT, as a user or consumer, it’s really easy to get fatigued by all the new product launches and updates coming at you all the time. Especially since it’s all hyped to insane levels (Increase your productivity 10x! Save 90% of time! Service-as-a-service! Write code once, run everywhere! Free lunch! It’s the future, now!).
As a JavaScript enthusiast, I can tell you that this has been evident for a while in the community (see here and here). But it’s also pervasive elsewhere. Actually, everywhere. It’s really difficult to stay aware of developments in any sector, be it web technologies or cars or even something as essential as food. This is actually a great thing. It means people are discovering new things, making processes more efficient, and experimenting. And the more knowledge about how to make or do great things disperses, the faster this engine goes. But, as a user or consumer, how can you get the most out of new developments without having to spend every waking minute reading up on every new development you hear about? You can unhype it…
How to unhype Anything
Look at the fundamentals.
It’s that simple.
Ask: What is the underlying thing? What are the characteristics that define this phenomenon? What are the underlying systems affected? What other areas are connected?
When you think analytically about any field you are interested in keeping-up on, you can build a mental model and use that as a reference. You can build that model from the very beginning. Then, all you have to do is refine the model the more you learn new information. When you do it consciously, you can avoid the hype-cycle of emotional excitement upon hearing of some new shiny product or service. Instead, you can assess the new phenomenon calmly, with reference to your mental model. When something radically changes or challenges your mental model, it’s something you should pay extra attention to and try to understand.
unhyping for Managers
This is an area I see problems in all the time. Across almost any organization, especially those of significant size and hierarchy. But it can also be a problem for a startup of one.
How many people call their organizations “flat” and their processes “agile” or “lean”? It’s a lot. How many are? It’s a lot less. Why? I think it has to do with the interplay between hype and semantic diffusion. Semantic Diffusion means that the further an idea gets from its origin, the less meaning and insight it carries. (For the origin of semantic diffusion, visit here). For example, when the term “lean” finally reaches a manager, they might see it through rose-colored lenses as a modern-sounding term that aims to cut waste and increase productivity and profit. In other words, it’s just good business. Of course we should do “lean”, heck we’re already lean ’cause I’m a good manager!
How does a good manager avoid succumbing to hype? unhype, of course. Look at the fundamentals, and the underlying thing. Find the origin of “lean” or whatever other buzzword. Read and analyze. There is certainly much to be gained, even if you realize [insert buzzword] isn’t right for your organization, you still know your organization better after reflection and you know this [insert buzzword] thing everyone is talking about probably better than 99% of the people talking about it.
unhyping Yourself
And if you’re feeling like a brave adventurer, look inward. unhyping is a humbling way to better know yourself and understand where you fit in, what you can accomplish, and how you can do it.
That’s my hype for unhyping.
