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Non-Obvious 2017: How to Think Different, Curate Ideas & Predict the Future |  |
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Non-Obvious 2017: How to Think Different, Curate Ideas & Predict the Future | |
The ALL NEW 2017 edition of the Wall Street Journal bestseller Non-Obvious featuring 15 NEW trends and updated ratings of over 60 previously predicted trends!
What unexpected insights can a holographic Holocaust survivor and a Japanese film about soy sauce offer us about career development? How do self-repairing airplane wings, touch-enabled skinterface tattoos and smart locks predict the next trillion dollar industry? What can the surprising popularity of an odd Norwegian TV show and the rise of quiet eating in Spain teach us about buying behavior?The answers to these questions may not be all that obvious. And that s exactly the point.
For the past 7 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. It s why his insights on future trends and the art of curating trends have been utilized by dozens of the biggest brands and organizations in the world like Intel, Under Armour and the World Bank.
In this all-new seventh 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.
Here is a snapshot of trends featured in the report: Fierce Femininity As gender continues to become more fluid, fiercely independent women are increasingly portrayed as heroines, seen as role models and changing the world. Passive Loyalty - The ease of switching from brand to brand continues to empowers consumers forcing brands to get smarter about earning true loyalty of belief versus loyalty of convenience. Robot Renaissance - As the utility of robots moves beyond manufacturing and into the home and workplace, they adopt better human-like interfaces and even may have micro-personalities built in. Moonshot Entrepreneurship Inspired by visionary entrepreneurs, more organizations think beyond profit and focus on using business to make a positive social impact and even save the world.
In total, the Non-Obvious 2017 Edition features 15 all-new trends for 2017 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 60 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.
Isaac Asimov once wrote that he was not a speed reader, but he was a speed understander. If you want to improve your business or your career by seeing those things that others miss, and becoming a speed understander for yourself, this book can help you get there.
" 媒体推荐"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
"An invaluable guide to understanding our customer's customer."
NAVEEN RAJDEV, Chief Marketing Office, Wipro
Rohit Bhargava is a trend curator and storyteller who believes in sharing non-obvious ideas. He is the author of five bestselling business books including Non-Obvious (Wall Street Journal bestseller) and Likeonomics (shortlisted for Best Sales/Marketing Book of the Year by 1800CEORead). Over the past 15 years, Rohit has advised hundreds of global brands as a former executive at two of the largest marketing agencies in the world (Ogilvy and Leo Burnett) and is currently founder of the Influential Marketing Group an independent marketing + strategy consultancy based in Washington DC. A popular and non-boring keynote speaker, Rohit has been invited to headline events in 31 countries around the world where his popular talks have inspired audiences from 10 to 10,000 people to lead with personality, create more human organizations and even learn to predict the future. His thinking on business trends and annual trend research called the Non-Obvious Trend Report has been viewed more than half a million times online and his personal blog has been named one of the top 25 marketing blogs in the world by AdAge magazine. Rohit also teaches marketing and pitching at Georgetown University and is regularly quoted as an expert in media including Harvard Business Review, The Guardian, and NPR. He is a lifelong fan of anything having to do with the Olympics (he s been to four so far!), actively avoids anything having to do with cauliflower (yuck!), and has dedicated his career to helping brands and leaders be more influential by embracing their humanity and personality."
网友对Non-Obvious 2017: How to Think Different, Curate Ideas & Predict the Future的评论
As a brand strategist and entrepreneur, I follow just a few select blogs and Rohit's "The Influential Marketing Blog" is a must-read. Why? It has a unique voice and is always something I feel is relevant to understanding what's happening in today's state of ever-present change. So, as a regular subscriber I had the chance to read an advance copy of Non-Obvious 2017. Here's what I love: Rohit gives us a simple, manageable process for curating any topic. He shares steps that has helped me start to be aware of -- and elevate -- my own analysis of observations and intuitive "gut feelings" that I may have noticed previously, but didn't do anything other than ponder or dismiss. Enormously useful for anyone who wants to problem solve and stay relevant in today's world.
Rohit Bhargava's since 2008, with his first book Personality Not Included has created a curation culture where he urges his readers to think differently and curation of trends done right is not challenging or a dark art. In this book Rohit not only lists the Non0Obvious trends of 2017 but also scores himself on his previous trends. He got only 1 C grade for a trend 'Crowdsourcing" he curated in 2013. This year without being a spoilsport, I love the Moonshot Entrepreneuship. You should read this. I got my Kindle copy for .99c today, well worth it but I prefer the hardcopy.
Since 2005 I have been following his non-obvious trends and as a marketer I am keen to see that Rohit creates his own path for trend curation.
I was pleasantly surprised to see that "Precious Print" is a trend and I agree. I think given a choice and if the price was the same many consumers would prefer print. The Invisible technology referring to connecting information about human beings through devices not connected to the internet all the time is another well curated trend but obviously non-obvious to many of us listening to the news and mainstream media.
For all Marketers and others who want to influence behavior whether it is to get more customers or get funding this is a good book to buy every year in December.
In the past year, I have jumped into the world of trends, and have found very few resources to be as helpful as this book. It is an excellent resource in how to think about what changes in consumer preference, matched with advances in technology should cause us to demand a reassessment of how we design products and interact with our clients.
In being transparent about his process for curating his Non-Obvious Trend Reports, Rohit Bhargava gives us insight on how to make the most in applying these trends in our own work. In pulling back the curtain on his Haystack process and the 5 Habits of Trend Curation, Rohit suggests much richer, deeper ways to engage such material. We gain advantage to the extent that we quit being passive consumers, and become relentlessly Curious, Observant, Fickle, Thoughtful, and Elegant in our Thinking.
Curiosity, Rohit tells us, comes as we're conscious about the media we consume, including media richer, "brainful" sources and those we'd normally never engage, and to make a point of asking questions that go beyond those that satisfy the most obvious tasks in front of us.
Being better Observers comes from taking advantage of explaining the world to children (I kept thinking of Denzel Washington's character in "Philadelphia" saying "Explain it to me like I'm a six-year-old."), watching processes in action, which we often take for granted, and resisting the path of least resistance to be observationally lazy, which we all do because, hey, absent a strong motive, we will focus our energies only on the most mission-critical tasks (or honestly, what's most fun!).
Being more Fickle - I was intrigued by this, as this isn't an attribute often cast as a positive. Rohit talks about being deliberately fickle - in that early in the process of thinking about trends, or per Roger Martin, the Knowledge Funnel's moving around in Mystery before going into Heuristics, your intuition or deep-pattern recognition pings you that something may be starting to come together. Go ahead and collect it, tag it, put it in your folder or Evernote collection, whatever. You can decide later how to process it further. You don't need to have the full answer yet. You can be fickle about it.. So Rohit encourages us to save ideas offline, give yourself limited time to think about things early on and not perseverate on them, and boil down some thought on them with a few Sharpie notes.
Being more Thoughtful - it's time to get past limbic responses to everything and let the prefrontal cortex back into the game! Doesn't your amygdala need a break? Rohit encourages us to take a break (how about even 15 minutes to think about a salient point?), write and rewrite (as an author, I had to learn that writing really is rewriting), and to embrace the pauses - what's the rush, anyway? The best future-oriented thought just may be based on slightly slower, reflective work at the right time. But again, we're likely talking about several minutes, not necessarily hours.
A more Elegant approach - it's clear that Elegance emerges from the thoughtful taking on of different perspectives. The more we understand that we're the hardware, and that different perspectives can be different software programs we can choose to run, such as Word or Excel (not even like an OS), the better off we'll be. Rohit draws upon a broad array of disciplines throughout all his Non-Obvious Trend reports, and thus reaps the Elegance rewards. He challenges us to see the obvious with fresh eyes, to boil down your communication to fewer words, and to use poetic principles in your communication.
Using the same principles behind the curation of the Non-Obvious Trend reports, the engaged reader will be able to get more from the great insight contained in the 15 trends in this year's report, including such memorably named trends as Side Quirks, Passive Loyalty, Lovable Unperfection, Robot Renaissance, and Mainstream Mindfulness.
Rohit is approaching trend work as thoughtfully, lovingly and creatively as it can be done. It's a joy reading every issue of his reports. I never fail to benefit, and am sure if you approach it with some of the principles he lays out above, you'll gain insight and inspiration for your work as well.
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