Adjacent reads the edges so you don’t have to.
The most interesting signals rarely come from the center of a field. They come from the margins — where technology meets culture, where consumer behavior reshapes commerce, where one industry’s disruption becomes another’s opportunity.
Adjacent is a daily intelligence brief that curates and connects signals across technology, culture, commerce, and emerging behavior. Each edition synthesizes hundreds of sources into the patterns that matter — not just what happened, but what it means and where it’s heading.
The Lens
Six themes organize how we see the world:
- The New Consumer — How people discover, decide, and buy is being rebuilt from first principles
- Machines & Minds — The interface between human judgment and machine capability
- Commerce Rewired — Every transaction is being disaggregated and rebuilt
- Culture & Signal — Cultural movements precede market movements
- Connected World — The physical world is getting instrumented
- Brand & Growth — How brands earn attention when everyone has the same tools
The Editor
Adjacent is curated by Jonathan Greene, a marketing and strategy executive with two decades at the intersection of technology, culture, and brand.
Jonathan has led trend intelligence and strategic forecasting programs that helped global brands — including MasterCard, Nike, Intel, Microsoft, Nokia, Google, Equinox, and Logitech — identify emerging opportunities through signal analysis and cultural pattern recognition. His approach: harness what’s happening at the edges of technology, consumer behavior, and culture to reveal the white space where brands can lead rather than follow.
Before that work, he built and led a 60-person global team spanning strategy, content, and technology during the critical window when mobile and social became central to how brands connect with people. His career spans agencies, startups, venture studios, and mission-driven organizations — always at the point where new technology meets human behavior.
He holds a BA in Comparative Literature from Hamilton College — a background in pattern recognition across texts and cultures that turned out to be unexpectedly useful for reading patterns across industries.
Subscribe
The Adjacent Brief is published weekdays. Subscribe to get it in your inbox.
For consulting inquiries, trend briefings, or just to connect: get in touch.