In the fast-paced world of technology, hype is an inescapable reality. As leaders, we often wish we could bypass the whirlwind to focus on execution, but hype stands squarely in the path. A gauntlet through which every new technology must pass to reach mass adoption.

Ironically, hype often begins as the goal. Product marketers and sales teams advocate for more and more coverage, imploring the market to take notice and working tirelessly to secure a place in the industry spotlight. But as momentum builds, the very success that was sought after can become a formidable challenge.

Once shiny “market interest” becomes consumer fatigue. Once enviable “business priority” becomes working under a microscope. And coveted “industry buzz” becomes fearmongering think pieces and unmet expectations.

This is the reality of where leaders find themselves today: standing in the eye of the AI hype storm.

The hype around Generative AI, particularly since the public release of OpenAI’s ChatGPT in 2022, dwarfs even the buzziest technology advancements of the last quarter century. The AI hype storm makes bitcoin feel like a Category 3 in retrospect, and NFTs no more than a gusty day. And the hype is not just anecdotal: data paints a clear picture of AI hype-weary teams.

New research from Cisco’s 2024 AI Readiness Index reveals that:

And yet:

When it comes to AI, teams are feeling more pressure than ever, while simultaneously feeling underprepared to meet the demands of the day. We need strong leaders right now, here in the messy middle.

Leading in this environment requires vision, grit and the presence to be a stabilizing force. Leaders must have a deep and continual understanding of customer needs – this is foundational and serves as a lens through which all decisions are made. Equipped with this understanding, they set to work.

Cling to the vision: Develop a clear vision and keep it close. Keep it in your strategy decks, on sticky notes, and at the top of every meeting. Be loyal to the vision, not your projects, because when you are working in emerging technologies, everything will change except where you are going. Leaders who are vision-focused understand that not every idea they have along the way is going to work out – and that it’s okay to let some go. They are prepared to pivot without falling prey to the sunk cost fallacy, and they will find it easier to maintain optimism because the changes, stops and starts don’t register as losses – only necessary learnings to get to where you’re going.

Ramp up communication: As you brace yourself to endure years of hype, know that clear and frequent communication is a leader’s most valuable tool. Teams need to hear from their leaders consistently, especially amidst uncertainty. However clear you think you’ve been, there are people on your team who will need the information again (and again) before it clicks. Strategic repetition is required to shift perspectives and combat misinformation. At every step, outline your vision – the one you’ve outlined a hundred times before and will have to outline another hundred times. This repetition isn’t your failure, it’s your success. Often, when a leader feels their team is tired of hearing their message, it is precisely when the team begins to internalize and align with the vision.

Be ruthlessly pragmatic: When a hype cycle sends expectations soaring, it is the role of a leader to ground a team in the “next right thing.” This involves being radically honest about what is achievable in the present. A great leader identifies small, winnable steps that align with business goals, building confidence and trust through a steady stream of accomplishments. In AI, the most pragmatic place to start is identifying use cases that align with your business goals. This ensures your efforts are focused on impactful areas and can sustain momentum. Take a phased approach that involves getting customer feedback early and often – this allows you to iterate and deliver value incrementally. Low risk use cases like summarization can be a good starting point.

Persevere: The simplest task for a leader is also the most difficult: persevere. Maintain optimism, through sheer grit if you must, and know that on the other side of the hype lies the potential for real, transformative change. After all, anything that withstands all this bluster will stand the test of time. Remember the words of Teddy Roosevelt, “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena…who does actually strive to do the deeds…who spends himself in a worthy cause.” And those of Robert Frost, “The best way out is always through.”

Hype is its own way of battle-testing. It tests the durability and adaptability of both technology and leadership. By enduring these cycles, you and your organization will be stronger and more prepared for the opportunities that lie ahead. With vision, communication, pragmatism and perseverance, leaders can guide their teams through this hype cycle, and steward the transformative power of AI as it helps to solve our toughest global challenges. Above all, please remember: it is worth it.