Innovation comes in waves, small ones and sometimes huge brutal waves. Once at the coast they also retract, go down under. Same goes for innovation; after initial euphoric results and (media) hypes, setback kicks in, bringing in the need to retract, regroup and rethink. The often brutal waves disrupt at first, but after some time arrive in the hype cycle’s valley of disillusion. Then it takes a while before it really breaks through.
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