Non-Obvious 2018 Edition: How To Predict Trends And Win The Future

by Rohit Bhargava

Overview

Wall Street Journal Best Seller (2015 Edition)
Gold Medal: Non-Fiction Book Awards (2018 Edition)
Winner: IPPY Book Awards Silver Medal (2018 Edition)
Winner: Axiom Business Theory Silver Medal (2017 Edition)
Official Selection: Gary’s Book Club at CES (2017 Edition)
#1 AMAZON OVERALL BUSINESS BEST SELLER (2015 Edition)
What secrets can a 400-year-old Turkish cymbal maker and an Icelandic hot tub etiquette video teach you about the power of storytelling?

How do Michelin-ranked food stalls in Singapore and the decline of Swiss watches force all luxury brands to rethink their business models?

What insights can the world’s quietest place and a clothing dye produced by former tobacco farmers reveal about serving enlightened consumers?

The answers to these questions may not be all that obvious. And that’s exactly the point. For the past eight years, innovation expert Rohit Bhargava and his team have predicted 15 “Non-Obvious” trends each year. In this book, get a sneak peek at the proven methods exclusively taught to thousands of executives at leading brands, organizations and governments to develop unexpected solutions to critical problems. The power of non-obvious thinking can help you see what others miss, grow your business and make a bigger impact in the world.

In this all-new eighth edition, discover what more than a million readers already have: how to use the power of non-obvious thinking to grow your business and make a bigger impact in the world.

In total, the Non-Obvious 2018 Edition features 15 all-new trends across 5 categories including Culture & Consumer Behavior, Marketing & Social Media, Media & Education, Technology & Design plus Economics & Entrepreneurship. The book also features a detailed section with a review and rating for more than 100 previously predicted trends – with longevity ratings for each.

As with the original version, this new edition of Non-Obvious also delves into the curation process the author has used for years to build his Trend Reports and takes readers behind the scenes of trend curation (much to the delight of past readers who have been asking about this for years), and show them the methodology they can use to predict the future for themselves.

Product Details

ISBN-13:	9781940858425
Publisher:	Ideapress Publishing
Publication date:	12/05/2017
Series:	Non-Obvious Trends , #5
Edition description:	2018 ed.
Pages:	270
Product dimensions:	6.00(w) x 8.90(h) x 0.80(d)

About the Author

Rohit Bhargava is a trend curator, founder of the Non-Obvious Company, and an expert in helping brands and leaders be more influential. He is the author of five bestselling books on topics as wide ranging as the future of business, building a brand with personality, and why leaders never eat cauliflower. Rohit has advised hundreds of global brands and is a Professor of Marketing at Georgetown University. A two-time TEDx speaker, Rohit has been invited to keynote events in 32 countries and is regularly quoted in media outlets including The New York Times, Harvard Business Review, and NPR.

Table of Contents

Part I The Art of Curating Trends

Introduction 1

Chaptere 1 The Norwegian Billionaire: Why Most Trend Predictions Are Completely Useless 7

Chaptere 2 The Curator's Mindset: Learning the 5 Essential Personalities of Trend Curators 17

Chaptere 3 The Haystack Method: How to Curate Trends for Fun and Profit 33

Part II The 2017 Non-Obvious Trend Report

Culture & Consumer Behavior Trends

Chaptere 4 Truthing 63

Chaptere 5 Ungendered 73

Chaptere 6 Enlightened Consumption 83

Marketing & Social Media Trends

Chaptere 7 Overtargeting 95

Chaptere 8 Brand Stand 105

Chaptere 9 Backstorytelling 115

Media & Education Trends

Chaptere 10 Manipulated Outrage 125

Chaptere 11 Light-Speed Learning 135

Chaptere 12 Virtual Empathy 145

Technology & Design Trends

Chaptere 13 Human Mode 155

Chaptere 14 Data Pollution 165

Chaptere 15 Predictive Protection 175

Economics & Entrepreneurship Trends

Chaptere 16 Approachable Luxury 185

Chaptere 17 Touchworthy 195

Chaptere 18 Disruptive Distribution 205

Part III The Trend Action Guide

Chaptere 19 Intersection Thinking: How to Use Workshops to Apply Trend Insights to Your Career, Customer or Brand Story 217

Chaptere 20 5 Books on Trends Worth Reading (and 15 Websites to Bookmark 227

Chaptere 21 Anti-Trends: The Flip Side of Trends 233

Part IV Previous Trend Report Summaries (2011-2017)

2011 Trend Summary & Recap 243

2012 Trend Summary & Recap 245

2013 Trend Summary & Recap 247

2014 Trend Summary & Recap 255

2015 Trend Summary & Recap 263

2016 Trend Summary & Recap 271

2017 Trend Summary & Recap 279

Afterword 287

Notes, References, and Credits 289

Endnotes 291

Acknowledgements 299

Index 301

About the Author 313

What People are Saying About This

From the Publisher

"An invaluable guide to understanding our customer's customer."
NAVEEN RAJDEV, Chief Marketing Office, Wipro

Editorial Reviews

"Sharp, articulate, and immediately useful."
DANIEL H PINK, Author of Drive

"One of those rare books that delivers ... a great read!"
CHARLES DUHIGG, Author of Power of Habit

"If you believe in a lifetime of learning, read this book!"
JONATHAN BECHER - Former Chief Marketing Officer, SAP

"Insightful, thought provoking and illuminating!"
SHIV SINGH, SVP Global Head of Digital Transformation, VISA

"Trends that will shape your business and decision making."
SALLY HOGSHEAD, NY Times Bestselling Author

"It gets better every year!"
RYAN HOLIDAY NY Times Bestselling Author

"A powerful argument for how curation can change your organization."
SREE SREENIVASAN, Chief Digital Officer of New York City

"A goldmine of ideas and trends!"
GUY KAWASAKI, Bestselling author and Chief Evangelist of Canva

"Well written ... a joy to read!"
ANN HANDLEY, Author of Everybody Writes and Founder of MarketingProfs

"Elegant, powerful and intensely engaging!"
HOPE FRANK, Chief Marketing Officer, Kiosked

From the Publisher