2026 RESEARCH FOCUS
Know more about what matters
The Omniscience framework emerged around 2010 from work I was doing in social media intelligence. I had started talking with government entities whose interests in data-derived intelligence were different from the marketing and communications interests that dominated social media applications of the time, and I realized how much these siloed professions were missing out on learning from each other. That turned out to be just the start.
The framework is meant as a challenge for organizations to think about more of what matters and what we can know about it, from the biggest picture down to the individual interaction. The vision is to use our intelligence systems to connect existing information and analysis currently isolated by scope and time horizons, and to identify and transcend the limits of our current view. Building on the a-ha moment of the Analyst’s Canvas, the framework erases arbitrary boundaries between practices that use different terminology and start from different assumptions.
This is the first phase of the Zoomed-Out Thinking project.