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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  • Bkjrecruiter

    WOW Brian, so excited for you guys… This is what I would call a “DREAM TEAM”… Best to ALL, Brian-

  • Remy Bergsma

    Congrats and good luck – sounds like a dream team :)

  • marcusnelson

    I see convergence happening all around…
    Nice to know I only have to make one visit to the office to see everyone now :)

  • Dr. Mark Drapeau

    Congrats Brian!

  • Dr. Mark Drapeau

    Congrats Brian!

  • Ira J Cohen

    So happy for all of you Brian. Congratulations & best wishes for great success ahead from the power of you three!

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  • Lucretia M Pruitt

    I was so off the grid yesterday I missed your big news!!!

    Congrats – to both you and the Altimeter Group folks. You know, this just rocks.

  • Lucretia M Pruitt

    I was so off the grid yesterday I missed your big news!!!

    Congrats – to both you and the Altimeter Group folks. You know, this just rocks.

  • Heather Taylor

    Congrats Brian! Good luck with with your new move – look forward to seeing you at the Dell Huddle on the 17th!

  • Janet Herin

    Congratultions, Brian, and thanks for your encouragement. Started tweeting last week! Looking forward to your book.

  • Erick Mott

    Congratulations. A good move for Brian, the A-Team and community.

  • Aaron Howard

    Brian, this is very cool! A true “Winning Combination” of great people. Too bad Jeremiah steals stablers. Looks like a 12-step opportunity. In any case, it will be fun to see you all in action together. Aaron

  • Elyse

    Fabulous, Brian. Would the FCC be concerned about all of that brain power in one spot? Will continue to follow you all – now we just have to look to one spot. Kudos to all.

  • socialmediawave

    Good move Brian! Congrats!

  • Wendy Soucie

    A Great team to watch for sure.

  • Mark Schmulen

    What a mighty triumvirate! Congrats to Brian, Jeremiah and Charlene

  • Ari Herzog

    Mazel tov!

  • Helen Nowicka

    Many congratulations Brian. You, Charlene and Jeremiah are among the sharpest and smartest minds in this space right now and will be a formidable combination. Looking forward to hearing you speak in London on March 17.

  • Nagaraju Bandaru

    Congrats Brian

  • Nagaraju Bandaru

    Congrats Brian

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  • Generatebarcode

    Thanks a lot to share your views with us regarding business strategy and techniques for bridging gaps between strategy-execution, I think Altimeter helps effectively to measure expand into areas of change management.

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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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