Nomentum

Ever wonder why some companies seem to sprint ahead then suddenly hit a wall? Byrne Hobart points out that 'nomentum' — a kind of momentum without real growth — might be behind it. Companies chase growth boosts — like big acquisitions or flashy campaigns — and that creates a false sense of progress. But here’s the thing — this momentum often masks underlying issues, like talent shortages or increased latency in decision-making. Hobart highlights how cycles — whether in tech, markets, or talent — are repeating faster and more intensely, leading firms to chase the next big thing without fixing core problems. Plus, he notes that the rise of 'deepfakes' and fake signals amplifies this cycle, making it harder to tell what’s real. According to Byrne Hobart writing in Business, these patterns aren’t just noise — they’re reshaping how companies grow, or falter. So what does this actually mean for you? The real challenge isn’t just keeping up but recognizing when momentum is just an illusion — before your company gets caught in the spin.