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Announcing Kaleido Insights, a new research/consultancy firm

kaleido insights

I couldn't be more pleased or proud to announce the launch of Kaleido Insights today.

 

This new boutique research advisory firm is the brainchild of myself and three of the most brilliant, incisive, and generous collaborators I've ever had the pleasure to work with: Jaimy Szymanski, Jeremiah Owyang, and Jessica Groopman. Together we've co-authored dozens of research reports and collaborated on countless client engagements. Now, we're getting the band back together with a new methodology for looking at how businesses can thrive in an atomosphere of unrelenting tech disruption.

 

Our first Kaleido research report is available on our new website.

 

Hello world! We look forward to working with you. 

 

Our press release follows:

 

 

New Research and Advisory Firm Kaleido Insights Launches with Release of Original Research to Help Corporate Leaders Act On Technology Trends Shaping the Future

 

Three Macrotrends Impacting the Journey to 2030: Super Humans, Fluid Organizations, and Enlightened Ecosystems now available

 

San Francisco, CA and New York, NY -(MARKETWIRED) -- Kaleido Insights, a new boutique research and advisory firm, announces its launch today. Founded by four of the nation’s top analysts, the firm focuses on helping corporate leaders around the world transform the “kaleidoscope” of technological disruption into clear, actionable strategies. In conjunction with the firm’s launch, Three Macrotrends Impacting the Journey to 2030, a collaborative research report authored by founding partners Jaimy Szymanski,  Jeremiah Owyang, Jessica Groopman and Rebecca Lieb, is also released.  

 

“There is so much pressure on today’s leaders to stay ahead of the ‘next big thing’ that is set to disrupt their business model, and it can be hard for them to see the potential implications of multi-faceted consumer, enterprise and ecosystem trends,” said Owyang. “That’s where Kaleido Insights comes in. We help them distill what matters now, and in the future, amidst the chaos.”

 

Kaleido Insights offers rigorous, best-in-class research and strategic advisory services to innovation leaders across industries and functions. This includes the C-Suite and those charged with leading innovation, future planning, M&A and analyst relations functions.

 

Working with Fortune 500 businesses, technology leaders and start-ups, and nonprofit organizations, Kaleido Insights guides strategy development across:

  • Customer experience (CX) and digital transformation

  • Product and service automation

  • Data- and ecosystem-driven business models

  • Marketing, content, and media

  • Organizational change and readiness

 

“In addition to our boutique status and access to founding partner advisory, our research-based approach sets us apart,” says Lieb. “We don’t just give opinions; we’re a proven team with original research at our foundation. That’s incredibly valuable to business leaders looking to differentiate. A first glimpse of it is revealed in the flagship research we deliver together today.”

 

What Makes Kaleido Insights Valuable and Unique?

  • Deep partner coverage expertise is varied, yet connected. This offers clients a rich combination of research advisory across key trends shaping their worlds.

  • Research is currently open to the public for free download. Kaleido supports transparent, open models.

  • Primary research takes both a human and technology perspective.

  • Leadership is diverse and equal: Kaleido is a partnership of seasoned analysts that reflects increasingly diverse leadership at today’s best organizations.

  • Advisory model is grounded in rigorous original research. This provides organizational leaders with the ability to trust the authenticity of Kaleido’s research and advisory that they count on.

  • Their actionable, outcome-focused mission enables organizations to foresee, decipher and act on technological disruption with agility. Kaleido’s original research, trend analysis, corporate leadership network, and pragmatic recommendations focus on providing leaders with what they need to create and execute strategies to adapt to the consumer, business model, and ecosystem impacts of disruptive technologies.  

 

Three Macrotrends Impacting the Journey to 2030, Kaleido Insights’ introductory research report, sets the stage for a series of additional reports under development. “It’s easy to go write about the next bright shiny object. Instead, our research agenda reflects the most important impacts you may have yet to identify for your customers, your business, and your ecosystem––from the market’s most disruptive technologies,” explains Groopman.

 

About Three Macrotrends Impacting the Journey to 2030

Three Macrotrends Impacting the Journey to 2030 identifies Super Humans, Fluid Organizations and Enlightened Ecosystems as three trends transforming modern society, culture and business. The report introduces these trends to readers and provides insights into the technologies that enable the journey, followed by recommendations on how organizations can create a clear vision for innovation.  

 

The Three Macrotrends Impacting the Journey to 2030 report can be immediately accessed directly from Kaleido Insights’ new website. Over the coming months, Kaleido Insights’ analysts will also be sharing and discussing the report with the organizational leaders at several private events and third-party forums.

 

“We want to hear directly from corporate leaders and change agents at these events. What are their challenges, and what impacts are they feeling from the three research trends we’ve identified?” says Szymanski. “Our client needs ultimately drive our research vision, and we want to create as many opportunities for collaboration as possible.”

 

Those interested in speaking to a founding partner, learning more about Kaleido Insights and/or securing a spot at one of their Q4 events should contact info@kaleidoinsights.com.

 

About Kaleido Insight

Kaleido Insights is a boutique research and advisory firm that focuses on transforming the “kaleidoscope” of technological disruption into clear, actionable strategies for innovation. Its four founding partners are analysts with deep expertise, guiding clients to envision clear impacts on their future business models; customer experience design; marketing; content strategies; and product automation roadmaps.  

By constantly keeping pulse on how humans, businesses, and ecosystems are impacted by technological change, Kaleido helps organizations find sanity and strategy in chaos. Kaleido advisory relationships, speeches, webinars, and workshops are grounded in research rigor and impact analysis. Its analysts also utilize quantitative survey panels, forecast development, investment analysis, ethnography, qualitative research interviews and secondary research approaches.

 

 

 

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German Language Interview, Berlin

Following keynote at the Landesinstitut für Schule und Medien Berlin-Brandenburg, Sept. 28, 2017

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Why Content Matters (No Matter What Kind of Marketer You Are)

No matter what kind of marketer you are, content matters.

The reasons for this are manifold. Yes, there’s content marketing, which has long been called the “new black” in the marketing arsenal. Content marketing has risen to prominence for a slew of very, very good reasons. It’s customer-centric, rather than sell-centric. It’s about you rather than me, and it’s the marketing of attraction rather than interruption.

Content has also become popular due to the democratization of media. Everyone can do it (though doing it well is another story entirely). Blog? Podcast? Video? All you have to do is own a phone.

But there are other, more strategic reasons why content is paramount in marketing. Let’s examine why.

The eclipse of advertising

Digital advertising: banners, takeovers, video and other formats are plummeting in efficacy. Ad fraud is rampant, as are ad blockers. Marketers are challenged to reach consumers in new ways, and in ways that delight rather than anger them.

Enter content marketing, which informs, educates, entertains, provides utility and is there when you want it rather than when you don’t.

Traditional advertising has evolved into a commodity, swimming in an abundance of media buy options, thanks to the rise of digital, mobile and social technologies. Advertising was once the “boss” of marketing channels and tactics because it cost the most. Now, brands respond to new customer expectations with relevant content at every stage of their purchase decision journey.

Sophisticated marketers are exploring other marketing avenues that offer greater control, while advertising remains costly even as returns diminish.

Converged media

Content is what populates all media channels. It doesn’t just fill the need of “owned” media, such as your website or blog, but also is critical to earned media.

What would Facebook, Twitter, Snapchat and LinkedIn be without content? Vacant platforms visitors would have no need to ever visit.

Paid media (advertising) is also content-dependent. It’s called “creative” in that context, but make no mistake about it — ads are a form of content, too. And as paid, owned and earned media combine together and dance new dances to create new forms of marketing, such as native advertising (paid + owned media), a viable content strategy only becomes that much more important.

The culture of content

Content isn’t just for marketers. Content originates across the organization, primarily in public-facing functions such as sales, HR, customer service, product development and in the executive suite.

The culture of content is arising not just because brands are publishers, but because employees are publishers, too. Some will shrug this off this as noise rather than signal, but the proliferation of channels, platforms and devices is further enabling employees to speak on behalf of the brand.

Add to that requests from teams in social media, sales, thought leadership, real-time marketing, recruitment and customer service, and the demand has never been higher for continual content creation, refinement, repurposing and reformatting.

Content can help elevate numerous functions, from social selling to diverting calls from a call center to most cost-efficient digital channels. Smart organizations evangelize this message for cost savings, employee empowerment, thought leadership and other benefits.

Global content

International organizations are challenged to globalize their content initiatives. If content informs all aspects of marketing, then sharing, collaboration and efficiency are critical to scaling these efforts for efficiency, consistency and cost savings.

Attention must be paid to what types of content can be repurposed across channels and cultures, what content must be created and published locally, and what local successes can be amplified, repurposed and shared in other territories and by other lines of business.

Real-time marketing

All marketing initiatives are no longer locked and loaded in advance. Real-time marketing has become a critical challenge for many organizations to achieve relevance, provide customer service and offer relevance and direction in the face of breaking news and events. All of this brings with it new content challenges, but also great rewards: relevance, newsworthiness and other top-of-mind associations.

Yet preparing for and executing real-time marketing requires a finely honed content strategy, training, triage and close collaboration with legal and other departments outside of marketing.

Contextual campaigns

Beacons, sensors, the Internet of Things — content is not only everywhere, it will soon be everything: our appliances, clothing, location and vehicles. Marketers are already collaborating with IT and product groups to create content around how we live, what we’re doing and where we are when we do it.

Content is moving beyond marketing to be part of the way that we interface with the world around us.

For the last decade I’ve been researching these (as well as other) trends in content marketing and content strategy. I’m proud to announce my latest book on the topic, Content: The Atomic Particle of Marketing. It dives deeply into the trends I’ve been following in this column. If you read it, I’d love to hear your reactionsFor the last decade I’ve been researching these (as well as other) trends in content marketing and content strategy. I’m proud to announce my latest book on the topic, <a href=” amzn.to/2henUbH” Content: The Atomic Particle of Marketing</a>. It dives deeply into the trends I’ve been following in this column. If you read it, I’d love to hear your reactions

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Rebecca Lieb

Rebecca Lieb is a strategic advisor, consultant, research analyst, keynote speaker, author, and columnist.

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