Forget Crystal Balls. Outsight Is How You See 2026 Coming.
Written by Charlie Grinnell
Ever tried walking through your house at 3 a.m. without turning on the lights? You think you know the way. You’ve done it a hundred times.
And then — WHAM.
Coffee table to the shin. Lego underfoot. Dog glaring at you like you deserved that. That’s marketing in 2025.
We think we know where everything is. We’ve mapped our audiences, built our personas, and locked in our channel plans. We stride into 2026 with confidence.
But the truth is most of us are stumbling in the dark.
We’re flying blind.
The Hidden Cost of Flying Blind
Flying blind doesn’t look like chaos at first. It looks like business as usual: dashboards humming, attribution models polished, campaign decks approved.
But blind spots reveal themselves when it’s too late:
A competitor shifts strategy while we’re still congratulating ourselves on last quarter’s “win.”
A new community reshapes buying behavior while our personas are stuck in PowerPoint purgatory.
A cultural shift builds momentum while we’re busy split-testing email subject lines.
By the time we notice, the opportunity is gone.
Flying blind bruises your strategy, your growth, and your brand.
The Fix: Marketing Outsight
The opposite of blind spots isn’t more dashboards. (We’ve already got a dashboard for everything, including how many dashboards we have.)
The opposite is Outsight.
Marketing Outsight is the discipline of looking outward — systematically, continuously, and at scale — to eliminate blind spots before they cost you.
It means:
Watching real behavior, not just what people say in surveys.
Tracking competitor moves as they unfold, not after the analyst report lands.
Spotting cultural signals as they build momentum, not after they peak.
It’s a new way of seeing.
From: internal echoes → external signals
From: what happened → what’s happening
From: blind spots → Outsight
How Outsight Works in Practice
Outsight isn’t abstract. It’s practical. Here’s how it sharpens strategy across the board:
Understand Audiences Beyond Demographics: Personas are frozen in time. Outsight spots live behavioral shifts: what people are watching, searching, and sharing right now.
➡️ Result: Segments that evolve with your audience instead of aging out.
Make Smarter Channel Choices: We default to the channels we know. Outsight shows where attention is actually moving.
➡️ Result: Channel plans based on reality, not muscle memory.
Sharpen Messaging and Positioning: Most messaging is built on what we want to say. Outsight tunes into how people actually talk about their problems.
➡️ Result: Copy that resonates because it reflects real conversations.
Track Competitors in Real Time: Competitive decks are usually stale by the time they hit your inbox. Outsight keeps watch continuously.
➡️ Result: You see positioning shifts and tactical plays while they’re still unfolding.
Uncover Whitespace and Creative Opportunity: Trends are crowded by the time they show up in a brief. Outsight surfaces signals early.
➡️ Result: You spot rising creators, overlooked communities, and new cultural signals before your competitors do.
Why 2026 Belongs to Outsight
2026 won’t reward the marketers who spend hours buffing their dashboards until they gleam. The winners next year will be the ones who can sense a shift in the air before the rest of us smell it. The ones who notice audiences drifting toward new spaces while everyone else is still reporting on last quarter’s performance.
They’ll be the marketers who quietly slide budget into the channels people are actually paying attention to while the herd is still circling familiar pastures. They’ll be the ones riding cultural waves as they crest, not scrambling after the foam when the moment has already broken.
Insight is a diary. Outsight is a compass. One tells you where you’ve been. The other points you toward what’s coming.
How to Start
Here’s the best part: you don’t need to torch your whole strategy to work this way. You just need to practice noticing.
Notice a competitor more closely. Not with a quarterly deck, but with curiosity: what’s new in their story this week?
Notice a community you’ve never listened to before. Step outside the safety of research panels and pitch decks, and just… lurk. Hear how people actually talk in their own words.
Notice the signals swirling in culture. The small things. The odd things. The things that make you pause and think, “Huh. Interesting.”
Do it once and you’ll spot something you’d have missed. Do it again and patterns emerge. Do it long enough and you’ll realize you’re not stumbling in the dark anymore — you’re moving with your eyes wide open.
And if you’d rather not explore alone? Talk to us at RightMetric. We help brands turn those little “Huh” moments into big strategic moves. We’ll help you notice sooner.
Because that’s the thing about Outsight: once you see the market this way, you can’t unsee it.
Download the marketing outsight blueprint
At RightMetric, we’ve helped brands like Interac and Red Bull eliminate blind spots and move faster with confidence. Our Rival Report is often the first step: a competitive benchmark of your top five rivals across paid media, social content, and web performance.
For SocialNext Marketing Alliance members, we’re offering an exclusive $500 off Rival Report to help you start building Outsight into your 2026 planning.
Because once you stop flying blind, you don’t go back.
About the Author: Charlie Grinnell is Co-CEO and Co-founder of RightMetric, where he equips marketers with the outside intel they need to make smarter, data-driven decisions.
Named to BC Business' 30 Under 30, Charlie previously led marketing at Red Bull and Aritzia, and now specializes in decoding digital audience behavior and competitive landscapes for top brands.
Today, Charlie challenges marketers to go beyond gut-feel and embrace deeper, braver insights.
