We help B2B leaders read their market and redesign their work.
AI is rewriting the rules twice over: for how your market buys, and for how your company works. Leaders need to see both clearly, and then act. We call that Act With Clarity®.
Cascade Insights®® was founded in 2006, and for nearly two decades we’ve worked at the intersection of business and technology. Our research has taken us inside complex organizations of every size, from startups to Microsoft, Adobe, and Google, where we’ve studied how people evaluate new tools, build trust in them, and fold them into the way work gets done. That human lens drives everything we do. Technology succeeds or fails based on the people around it, and AI is no different.
Clarity about Your Market
Where your buyers are moving. How they decide. What would change their minds. Our research answers these questions with evidence.
We’ve conducted hundreds of studies over two decades, and we’re still in the field every month with the buyers, users, and decision-makers who make up today’s markets. You get findings you can defend in any room, so your decisions rest on what your market actually said, not on the loudest opinion at the table.
Clarity about Your Company
AI has changed what your company can be, and someone has to decide what that means for how you work. Our advisory work helps you make those calls: how your team should be shaped in the age of AI, how to get full value from the AI investments you’ve already made, and where to invest next. Then we help you build it, through training programs and workshops that develop Fluid Intelligence®®: the judgment to aim AI at the right problems, hand it the right work, and override it when it’s wrong.
Why Choose Us
We use these tools every day ourselves. We’ve taught technology to professionals for 30 years, in corporate workshops, in books for Microsoft Press and Intel Press, and now in university courses on AI’s impact on business.
And we research the market we advise on.
The result is guidance grounded in how adoption really happens, not how a vendor deck says it should..
A Few of our Clients
Principles for Cascadians
- We help our clients Act With Clarity®. We do this by making the truth visible.
- All our work benefits from getting multiple perspectives from peers, managers, and clients.
- When we share feedback with teammates or clients, we do it to educate and with a great deal of empathy, not in an attempt to pontificate.
- The limelight isn’t a spotlight. It’s something we can share as a team.
- We own up to our failures without being nudged or pushed to do so.
- While we aren’t a democracy and decisions aren’t open to a vote, leaders recognize that listening is a crucial skill.
- When given a task, a project, or an opportunity to grow, we own it, and we don’t deflect our work onto others.
- We respect the flexibility and freedom that we enjoy with remote work, all the while holding ourselves accountable to do our job and stay communicative with our team and clients.
- We believe in staying “constantly curious,” educating ourselves on industry best practices and new technologies, and growing our understanding of our clients’ challenges, problems, and opportunities.
- Growth comes from asking great questions, whether these questions are directed at managers, teammates, or clients. This is true regardless of how long you have been at Cascade.
- We focus on more than just the job at hand. Instead, we always strive to see how our work complements that of teammates and the company’s overall direction.
- We are always evaluating our processes and toolbox, and we are happy to make changes that can benefit peers, clients, or the company’s overall performance.