If it acts like a bubble, and sounds like a bubble, when will we realize it’s a bubble?

Rita McGrath
8 min readApr 23, 2024

When inflated beliefs about future value come into conflict with actual underlying value, conditions are right to create a bubble. Housing prices will always go up! Having a dot.com in your name will always increase value! If you can get to scale, you’ll win the digital battle! If you don’t invest in Crypto now, you’ll miss a once-in-a-lifetime opportunity! Let’s consider the evidence with respect to targeted Internet advertising.

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Rita McGrath

Columbia Business School Professor. Thinkers50 top 10 & #1 in strategy. Bestselling author of The End of Competitive Advantage & Seeing Around Corners.