Wall Street Journal Best Seller
Finalist: The AMA Leonard L. Berry Book Prize
Winner: The Eric Hoffer Book Award (Business)
Winner: INDIE Gold Medal Book Award (Business)
How are a men’s grooming brand and frustrated "stuck-at-work" dads leading a revolution in masculinity post #MeToo?
What can the decline of a global lingerie brand and corporate hackathons teach us about how fear can stifle innovation?
How does hiring "neuro-diverse" workers and creating empathetic shampoo bottles signal a dramatic shift toward compassion in the workplace?
For the past 9 years, marketing expert and Georgetown University Professor Rohit Bhargava has curated his best-selling list of non-obvious trends by asking the questions that most trend predictors miss.
In this all-new ninth 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 2019 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 115 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.
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About the Author
Table of Contents
Part I The Art of Curating Trends
Chapter 1 The Norwegian Billionaire: Why Most Trend Predictions Are Spectacularly Useless 07
Chapter 2 The Curator's Mindset: Learning the 5 Essential Habits of Trend Curators 19
Chapter 3 The Haystack Method: How to Curate Trends for Fun and Profit 37
Part II The 2019 Non-Obvious Trend Report
Culture & Consumer Behavior Trends
Chapter 4 Strategic Spectacle 69
Chapter 5 Muddled Masculinity 79
Chapter 6 Side Quirks 89
Marketing & Social Media Trends
Chapter 7 Artificial Influence 97
Chapter 8 RetroTrust 107
Chapter 9 B2Beyond Marketing 119
Media & Education Trends
Chapter 10 Fad Fatigue 129
Chapter 11 Extreme Uncluttering 139
Chapter 12 Deliberate Downgrading 149
Technology & Design Trends
Chapter 13 Enterprise Empathy 159
Chapter 14 Innovation Envy 171
Chapter 15 Robot Renaissance 181
Economics & Entrepreneurship Trends
Chapter 16 Good Speed 191
Chapter 17 Overwealthy 203
Chapter 18 Passive Loyalty 213
Part III The Trend Action Guide
Chapter 19 Intersection Thinking: How to Apply Trends to Your Business 223
Chapter 20 5 Books on Trends Worth Reading (and 15 Websites to Bookmark) 235
Chapter 21 Anti-Trends: The Flip Side of Trends 241
Part IV Previous Trend Report Summaries (2011-2018)
2011 Trend Summary & Recap 251
2012 Trend Summary & Recap 253
2013 Trend Summary & Recap 255
2014 Trend Summary & Recap 263
2015 Trend Summary & Recap 271
2016 Trend Summary & Recap 279
2017 Trend Summary & Recap 287
2018 Trend Summary & Recap 295
Notes, References, and Credits 305
About the Author 329