HYPE CAN RUIN YOU
Hype is a weapon which takes skill to wield.
Apple is a master at creating hype, and delivering on it. For an ameteur, hype is a millstone. It sinks a solid idea into mediocrity, as easily as a stone sinks a leaf. I saw this firsthand in two creative pitches recently. Based on my experience, here’s how to ruin something with hype.
STEP 1: OVERHYPE THE CONCEPT
Both pitches started with a classic hype session on the iPad, something I already know a little about. The hype came thick and fast, with references to to storytelling theory, experimental artists, award-winning applications, and the success of Apple.
References to the iPad’s limitations as a business or creative device were unsurprisingly absent.
The message was clear - the iPad is an exciting platform, which can support unique applications. It’s not a PC. It’s not an iPhone. When used properly, it’s better than both.
STEP 2: FIRE UP THE IMAGINATION
Hype is fuel for the fires of the human imagination. Naturally, everyone begin thinking about impossibly wonderful, as yet undiscovered applications for the iPad. These apps would revolutionise humankind. iPad Aps wouldn’t be anything like a website. They wouldn’t be anything like an iPhone App. They’d be different. Unique. Better.
STEP 3: DELIVER SOMETHING AVERAGE
Now comes the killer blow. The hype session has everyone thinking of the amazing possibilities. But the actual concept is in fact solid, but underwhelming. It bears a remarkable resemblance to a website. With a few bits of an iPhone app thrown in. The same. Old news. No better.
THE RESULT
Want to over-promise then under-deliver? Want others to think your work is underwhelming and pedestrian? Then hype is your tool!
You may think this would be a rare occurrence. Then why did I experience the same thing, from two different companies, in the same week?
HOW TO DO IT PROPERLY
- Keep the hype part of your pitch short, punchy, and relevant
- Hype up areas where you concept is strong
- Show how your concept delivers on the hype
Hype is powerful. Learn how to use it. Hasta la proxima, see true the hype.
