Avoiding the hype cycle

Startups and hype seem to go together like women in Vancouver and yoga pants – they’re inseparable.

Women might need pants, but my question is do startups really need tech hype? Do they always benefit from it?

Valleywag re-posted their hype cycle chart today…

This kind of technology hype is obviously important for companies targeting the web2.0 crowd. It will make or break brands like twitter, Joost and Justin.tv. But for companies with a different target why not stick to the tried and tested model: identify your audience and approach them with a compelling proposition and a solid product.

Sometimes I think startups are too quick to target the tech media, hoping for coverage and, well, hype. Maybe they think this is the only way? The classic marketer in me would ask: If your target audience isn’t reading TechCrunch then why do you need a story from them so badly? Do you really need all of the visitors that will come from an appearance on the front page of Digg if they’re not the type of customer that will stick around and make your business a success?

Of course all businesses have several target audiences, and one that IS reading the tech media are investors. So maybe my point is that there is a time for tech hype – and that some startups can get ahead of themselves. Let’s see if I still agree with that in 9 months when I have been through a bit of a hype cycle myself ;).

Joost

Anyone need an invite to join the Joost beta? I have one left.

Drop me a line at the email address on the right(——->).

UPDATE: All gone now I’m afraid. I’ll make sure I post when I have some more invites.