American Roy Amara first coined what has become known as Amara’s law.
‘We tend to overestimate the effects of technology in the short term, and underestimate the effects in the long run’.
‘It was put more simply by (I think) Reid Hoffman who said: ‘the future is like a windscreen coming at a moth at 100mph.’
The initial excitement, hype, enthusiasm for the idea is followed by a period of underperformance, and disillusionment, before the real impact of the technology kicks in and changes the way we do things. Gartner’s well thumbed ‘Hype cycle’ is a better known version of Amara’s law.
Time and again over the last 30 years we have seen this effect on vivid display.
The internet, smartphones, AI, electric vehicles, Hydrogen as an energy source, (just entering the disillusionment stage) and many others.
It can also be applied to wider contexts, we just need to look for it.
Advertising.
No new TV ad campaign was ever released into the world without exalted expectations about the sales that would result coming from the ad agencies and those often clueless advertisers paying the freight. Then, unexpectantly, the ad is shown to be a dog, and is quietly euthanised.
Climate change.
Remember the hype and enthusiasm for ‘doing something’ that accompanied Al Gore’s influential doco ‘An Inconvenient Truth’ back in 2006. Nothing happened, the hype and enthusiasm was drowned by hubris and short term individual, corporate and political self-interest. While it seems unlikely at the moment, I remain confident that realisation will hit soon that we must take remedial action now in order to mitigate the long term becoming worse. Meanwhile. continuing to do nothing more than provide lip service ensures the moth will hit the windscreen in my grandchildren’s lifetime.
Business.
There are cycles of ‘fashionable’ management frameworks that seem to come, become the next great management breakthrough, undergoes the hype, then is shown to be np more than an emperor dressed in some transparent new clobber. Sometimes they re-emerge rebranded to go through the process again. Michael Hammers 1993 book ‘Re-engineering the corporation’ was such a fashion. I recall sitting around a board table listening to a very slick but hollow (even obvious to me at that time) presentation by a high priced consultant making promises of easily won great profit improvements from an aggressive ‘re-engineering’ of my then employer. That business hit the windscreen several years later, having cherry-picked the easy bits of the process, while ignoring those that actually made the long term difference because they were too hard. A few years later, Al ‘Chainsaw’ Dunlap had another run at it which made him a fortune, but left chaos in his wake. There are many more examples, the fall of GE from the largest corporation in the world to being virtually broke being one.
Politics.
Governments are relentlessly hyping the impact of their latest policy, more intensely than usual around election time. They whip up enthusiasm, at least amongst their acolytes, then falling into the trough of hubris. Usually, there is a renewal under a different name at a later time, often the next election. Remember the ‘Gonski reforms’ to education hyped by the then government, and supported in principle at least by the then opposition? Swept under the carpet of hubris and self-interest, again. Similarly, the 2010 Henry tax review was received by a grateful government who then shelved it. We may now have reached a point where the dust will be partially removed by necessity.
Americans are in the midst of waking up, again, to the reality of a second Trump administration. My contacts over there indicate dismay bordering on horror, and most of the working class Trump voters are about to learn the cost of the hype to them. The US moth seems likely to be splattered over the windscreen by the 2026 mid-term elections.
Artificial Intelligence.
Occasionally, the outcomes go way beyond what was originally envisaged. AI has been evolving for decades, but it exploded into the wider public awareness when ChatGPT was launched in November 2022. We are still experiencing the upswing in the hype cycle; I am certainly playing my small part. However, at some point I suspect soon, the tsunami of tools emerging, the sheer complexity of choice being forced on us will overwhelm all but the few, and we will collectively throw our hands in the air when the robot that does our washing does not appear. This collective action, if that is the way it occurs, will just let the first movers race away with the lollies.
The hype cycle remains around us, daily impacting on our lives. Its greatest risk is that we let it drive our decision making by making short term choices that are strategically flawed.
