Flying to a Higher Altitude with Altimeter Group

Today I have some very special news to share with you – I will be joining Altimeter Group. To help you understand why I decided to make this move, allow me to provide a bit of context.

Over the years, I’ve published my experiences, observations and insights primarily exploring the impact of social technology on marketing, advertising, media, business, communications, and culture.

But within the last couple of years, the two places where I continually gravitate towards more often than less is defining business strategy and bridging the gaps between strategy and execution. As such, I’ve been focusing a considerable amount of my time on helping business leaders define a new era of relevance. As I am doing with my next book, I am expanding my focus from social media and social business to document and contribute to the evolution of an adaptive business.

While I do this work today, I believe that learning is always part of the game. And in gaming, there’s a saying for those who strive to always improve. If you want to get better, play people who truly challenge you. Such is true for my next move.

Today, I’m honored to announce that I’m joining the team at Altimeter Group as Principal. Over the years, I’ve had the privilege of calling Charlene Li and Jeremiah Owyang friends, mentors, and also neighbors. I’ve learned so much from them that over time, it was simply a natural progression to move toward an official relationship.

My initial focus at Altimeter is on new media strategies and models to design frameworks, creating bridges between companies and customers, employees, and other important stakeholders. This work will also expand into areas of change management. Joining Altimeter allows me to pursue and develop these ideas with arguably the best minds in the space.

In addition to market research, I will also provide a series of consulting services spanning the following areas:

Strategy Review – Analyze current programs and plans to assess strengths, weaknesses, and opportunities.

Training/Education – Assist individuals and teams at various levels learn and grow together. Help teams accelerate advanced learning to excel in more sophisticated new media strategy and tactics.

Workflow/Process/Governance – Define guardrails, assess current workflow and optimize for social, and draft playbooks to help engagement teams shine.

Organizational Transformation and Process Innovation – Review current infrastructure for new media and assist in the redesign of team structure to improve collaboration within one department and across organization.

Stakeholder Inspiration – Based on needs or state of company morale, present to troops to inspire creativity and collaboration.

Metrics – Work with engagement teams to develop measurement standards including + program KPIs and ROI.

Intelligence Framework – Assist in development of an intelligence framework to extract insights and trends to develop new strategies, processes, and methodologies.

For those who work with me at FutureWorks, the creative new media consultancy I founded in 1999, I will continue to advise the team there and support clients that are clear of any potential conflicts with my work at Altimeter.

In the mean time, I’m excited to join this amazing team. I’m looking forward to working with Charlene and Jeremiah of course, but I would also like to recognize Lora Cecere, Alan Webber, Susan Etlinger, Andrew Jones, and Christine Tran. Together I know we’ll reach new heights.

I would also like to take a moment to thank Ray Wang (who now runs Constellation Research Group) and Deb Schultz for their help, guidance, and friendship over the years.

Thank you for reading. Thank you for your continued support. Please stay in touch at my new email address, brian [at] altimetergroup [dot] com. If you would like to subscribe to my upcoming research reports, please register here.

Now, take your seats and fasten your seatbelts. We are number one on the runway for departure.

If you would like to receive a notification about my first research report, and get invited to the webinar, please sign up using this form

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  • Toby Bloomberg

    Congrats! Brian and to the smart folks at Altimeter for the awesome hire!

  • Toby Bloomberg

    Congrats! Brian and to the smart folks at Altimeter for the awesome hire!

  • Pingback: Social Media Marketing HQ | Learn Social Media From the Industry's Brightest Minds » Brian Solis Joins Altimeter Group

  • abbashaiderali

    Congratulations Brian!

  • Erica OGrady

    Congrats Brian!

  • JD Lasica

    Wow, this is HUGE news for our sector. Congrats, Brian, and congrats to Altimeter for a great catch.

    I was planning on calling both Brian & Jeremiah this week regarding a proposal, so this saves me a phone call …

  • leeodden

    Big score for Altimeter Group – congratulations Brian!

  • Dalka

    Good luck with this change Brian, I share your views on the future of business strategy and change management.

    Hopefully our paths will cross on that at some point….

  • Stephanie Agresta

    Congrats! Can’t wait to come visit all of you at the Altimeter offices!

    • Dave Mathews

      It really is a one-stop-shop for all of our social media friends!

  • Shannon John Clark

    Congratulations to Brian and to the team at Altimeter – a great addition! I still need to get down and see the office someday, sorry I won’t be at SXSW this year.

  • David Baeza

    I’m thrilled for you Brian. You’re joining a world class team, and they are fortunate to have you.

    All the best!

  • David Alston

    Congrats on the new gig Brian!

  • Matt Cheuvront

    Congrats, Brian. Having worked with Altimeter at last year’s Rise of Social Commerce conference, I can attest to how amazing the entire group is. Cheers to you and your continued future success.

  • Glenn Raines

    Good going Brian to set the bridge from strategy to execution >> The timing is right! Congrats.

  • Dewita Soeharjono

    Congrats, Brian!! BTW, are we still going to see you at this blog?

    • briansolis

      Of course you will! Nothing changes! :)

    • Dewita Soeharjono

      Great!! This blog is my source of inspiration.

  • Dave Mathews

    Awesome! Glad to see such a dream team together! You all own it in the space!

  • themaria

    Congratulations!!!! This is a win-win-win for all sides! I am expecting to see amazing things from this partnership, and of course this calls for some, ahem, celebration at SXSW! :)

  • Dave Doolin

    This just makes so much sense. It’s totally cliche to say it, but I’m going to say it anyway: “It’s a no-brainer.”

  • drewolanoff

    Congrats Brian! Perfect fit!!

  • Gerard F. Corbett

    Congrats!!! Enjoy the new gig!!!

  • Linda Saindon

    Congratulations Brian and way to go Altimeter Group can’t wait to see what’s up next from this great new team!

  • fredericguarino

    Félicitations Brian, this a great pairing !

  • Christopher Carfi

    Congratulations, sir.

  • rmsorg

    Congratulations Brian! What an incredible trio you all will be! Looking forward to see how you will help to shape business and media in the future.

  • Jennifer

    Brian, Congratulations! What an awesome happening for you and Altimeter. Great pairing.


Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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