Here at Cortico-X, we regularly talk to clients who are caught up in adversarial relationships with emerging technology. Every kind of tech, from Generative AI, to Digital Twins, to Small Language Models, to Embodied AI, all have proponents — often in the form of startups who have a dog in that hunt. Their very existence is predicated on you deciding any piece of technology is both important and urgent… Even when the tech isn’t quite there yet.
OR
You have great organizations like Gartner or Forrester (I am a fan of both – don’t get mad at me for what I’m about to say) that provide well-reasoned, data-driven guidance. The challenge? Their recommendations often require allocating resources you don’t have to strategic initiatives that no one has time for—all to prioritize technologies that, frankly, most leaders don’t fully understand yet. The guidance makes sense on paper, but in practice, it’s often hard to implement.
OR
Consultants (gulp) like us often try to convince you to take action—sometimes on things you may or may not actually need. And let’s be honest, the way we frame it often optimizes our revenue and deepens your engagement with us, which works out great for us… but maybe not as much for you.
We face the same challenges. Like you, we have finite resources and need to be deliberate about where we focus our time, energy, and investment. Emerging technology is erratic, unpredictable, and full of surprises. In a word, it’s a mess. But that’s what makes it exciting.
That’s why we created the MESS Index—a practical tool for business leaders who need to cut through the hype and prioritize what truly matters. It’s helped us navigate the chaos, and now, we’re sharing it with you.
Let’s dive a bit deeper into the model:
M – Monitor
This is the cool tech everyone’s buzzing about, and yes, investment is flowing in its direction. But as a business leader, it’s not ready for prime time—at least not for you. It’s worth keeping an eye on because when it reaches maturity, it could explode onto the scene like GenAI did. Case in point: Quantum Computing. It’s making serious strides, and while it’s not financially accessible yet, it will be soon. Stay aware so you’re not caught off guard when it goes mainstream.
E – Explore
These technologies aren’t just hype—they’re real, gaining traction, and poised to change the game. They may still have scalability or accessibility issues, but the momentum (and money) behind them is undeniable. You don’t need to dive in headfirst, but you do need to understand them fast. Pick a small, focused team to start learning and exploring how they fit into your strategy. As of January 2025, we’d put Agentic AI in this category.
S – Start
These technologies are well past the experimental stage. They’re known, proven, and moving up the hype cycle, even if some myths still inflate expectations. More importantly, your competitors are already using them. Ignoring them means falling behind. GenAI sits firmly in this category—it’s not new, but its full potential is still unfolding, and businesses that aren’t leveraging it are already at a disadvantage.
S – Scale
At this stage, calling it “emerging tech” is a stretch. These are mature, widely adopted technologies where the real winners are pulling ahead. If you’re still stuck in pilot mode, you’re behind. You should already be implementing, optimizing, and driving ROI. Examples? Conversational AI platforms and Vision AI—if you’re still experimenting, it’s time to shift gears and start scaling.
Navigating emerging technology doesn’t have to feel like chasing a moving target—or worse, falling for every shiny object that crosses your path. The MESS Index provides a practical, no-BS way to separate hype from reality, ensuring you focus on what actually matters for your business. Whether it’s keeping an eye on what’s next, diving deeper into game-changing innovations, or scaling proven technologies, this framework helps you take control of your tech strategy instead of letting it control you. Because in a world where everyone has an agenda—startups, analysts, consultants (yes, even us)—having a clear, structured way to prioritize your attention isn’t just helpful. It’s essential.
At Cortico-X, we help business leaders cut through the noise of emerging technology every day. Whether you’re trying to make sense of the AI landscape or prioritize where to invest your time and resources, we’ve been there—and we can help. If this framework resonates with you, let’s talk.
Follow Cortico-x on LinkedIn for more insights on navigating the evolving tech landscape, or reach out to start a conversation.
Rik Reppe
leads the Cortico-X Innovation Practice, where he oversees efforts to disrupt the status quo and drive transformative change by breaking traditional molds to envision and create the future.
