This is “The Bridge Model of Technology Life Cycle”, section 1.10 from the book Creating Services and Products (v. 1.0).
This book is licensed under a Creative Commons by-nc-sa 3.0 license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.
This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book.
Normally, the author and publisher would be credited here. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Additionally, per the publisher's request, their name has been removed in some passages. More information is available on this project's attribution page.
For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. You may also download a PDF copy of this book (14 MB) or just this chapter (939 KB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline).
We have adapted the Hype Cycle model and the chasm approaches and integrated them into the traditional S-curve that is used to model the technological life cycle. As illustrated in Figure 1.6 "Crossing the Bridge of Hope and Climbing the Bridge of Adversity", there is often a crisis of adoption as a technology begins to transition from awareness to expansion. There is a major bridge to be crossed where attention to design and marketing and performance are critical. It is the Bridge of Hope. If the performance of the technology is inadequate or the technology falls off of the public’s radar, then there is a diffusion crisis, and the technology can fall into the chasm and become irrelevant. It is possible to crawl out of the chasm with better product design, an influx of resources, and better marketing, but it is a difficult climb out of the abyss. The climb out of the abyss is over the Bridge of Adversity. Companies that have invested in emerging technologies are forever hopeful that they can cross the abyss from relative obscurity to expansion and reap the monetary rewards derived from the expansion of the marketplace.
Figure 1.6 Crossing the Bridge of Hope and Climbing the Bridge of Adversity