More people hear about this hot new approach. They try it out. Get on board. That's because business success turns on the ability to attain relative advantage. A second wave of consultants comes onto the scene to satisfy the demand for NBT services.
More articles appear.
Whole new conferences are given over to this next Next Big Thing. Still more people get on board. Another wave of consultants. Still more papers and books. And so it goes, until we get to what is at the real crux of the matter.