Playground →
The top 10 neighbors for McKinsey & Company span three distinct subcategories — B2B brands, business and tech magazines, and tech personalities — with no single neighbor pulling far ahead of the others. Similarity scores run from 0.99 down to 0.98, a band so compressed it signals a flat audience shape: the people who follow McKinsey look like a coherent professional-and-tech-media cluster rather than a crowd defined by any one adjacent entity.
The two nearest neighbors are fellow management consultancies: Boston Consulting Group at 0.99 and Bain & Company at 0.99. Both share McKinsey's B2B subcategory, confirming that the core of the audience overlap is within the same professional services tier. Immediately behind them, however, the cluster shifts to media: McKinsey Quarterly (0.99), VentureBeat (0.98), and Harvard Business Review (0.98) are all magazines, and WSJ Tech (0.98) is a news publisher. Rounding out the top 10 are McKinsey Global Institute (0.98, B2B), Deloitte (0.98, B2B), and two tech personalities — Tim O'Reilly (0.98) and Chamath Palihapitiya (0.98). That means four of the top 10 are B2B brands, four are media outlets (magazines and a news publisher), and two are tech personalities — a genuinely mixed composition with no dominant subcategory.
The flat shape here reflects an audience that is simultaneously at home with peer consulting firms, business journalism, and prominent tech voices — a professional readership that doesn't sort cleanly into a single content type.
