Playground →
IDEO's top 10 nearest neighbors span websites, magazines, news publishers, journalists, tech personalities, and B2B brands — with no single entity pulling significantly ahead of the rest. Similarity scores run from 0.99 down to 0.98 across the full set, a band so compressed it reads as a single, undifferentiated cluster.
The shape is flat. The dominant subcategory is Websites (Marketing Channels), represented by Co.Design (0.99), Fast Co. Impact (0.98), Recode (0.98), Medium (0.98), and Digiday (0.98). Alongside them sit two News Publishers — Quartz (0.98) and Ad Age (0.98, subcategory: Magazines) — and three individuals: Scott Galloway (0.98, Professionals), Kara Swisher (0.98, Journalists), and Maria Popova (0.98, Authors). No other B2B brand appears in the top 10; IDEO's own subcategory is absent from these nearest neighbors entirely.
The cross-kind composition is the real finding: IDEO's nearest audiences are shaped primarily by tech-and-business media properties and individual commentators — journalists, authors, and professionals — rather than by other B2B firms. The audience that follows IDEO most closely is one that reads widely across the media and ideas landscape, not one that clusters around professional services peers.
