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Non-Obvious 2017: How To Think Different, Curate Ideas and Predict The Future by [Bhargava, Rohit]
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Non-Obvious 2017: How To Think Different, Curate Ideas and Predict The Future Kindle Edition


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Length: 324 pages Word Wise: Enabled Language: English

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Review

"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

Product Description

The ALL NEW 2017 edition of the Wall Street Journal bestseller Non-Obvious
Featuring 15 NEW trends and a recap of more than 75 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 seven years, marketing and innovation expert Rohit Bhargava has curated 15 “non-obvious” trends every year, publishing over 100 actionable trends since 2011. In this annual edition, Bhargava shares his latest research into 15 new trends for 2017, his process of curation and five essential habits that can help anyone use the power of non-obvious thinking to see what others miss, grow their business and make a bigger impact in the world.

Product details

  • Format: Kindle Edition
  • File Size: 2987 KB
  • Print Length: 324 pages
  • Publisher: Ideapress Publishing (4 December 2016)
  • Sold by: Amazon Asia-Pacific Holdings Private Limited
  • Language: English
  • ASIN: B01NBF4HMU
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #30,120 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: 4.5 out of 5 stars 52 reviews
8 of 8 people found the following review helpful
5.0 out of 5 stars Here are the trends that will matter in 2017. 4 January 2017
By Douglas N. Burdett - Published on Amazon.com
Format: Paperback Verified Purchase
Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Non-Obvious 2017 Edition: How To Think Different, Curate Ideas & Predict The Future” by Rohit Bhargava.

When my kids were growing up, I was always surprised when people I hadn’t seen for a while commented on how much the kids had grown. I was surprised because since I was with the kids every day, I never noticed the change. That’s sort of the sensation I experience when reading Rohit Bhargava’s bestselling annual “Non-Obvious” books. Because we live in this always-on age of information abundance, or information oversaturation, it’s become even more difficult to separate all the signals from the noise.

Rohit Bhargava’s “Non-Obvious” is the antidote to that. Throughout each year, he closely observes the world around us and methodically curates the trends that matter. He categorizes them into 5 broad areas with three trends in each:

1) Culture & Consumer Behavior
2) Marketing & Social Media
3) Media & Education
4) Technology & Design
5) Economics & Entrepreneurship

And in the book he shows you exactly how he does it so that you can learn how to better observe, think differently, and identify trends that mean something. So you might be wondering, how accurate is he? Well, with each edition he looks back and reviews all the trends from previous years and grades his previous predictions. And you know what? He’s got pretty good grades.

In this year’s edition, one of the marketing trends Rohit has introduced is “passive loyalty.” He explains that “as switching from brand to brand becomes easier and technology empowers consumers – a new understanding of loyalty challenges brands to get smarter about earning true loyalty.”
He argues that there is a huge difference between a satisfied customer and a loyal one. He goes on to explain why it matters and how to use this trend.

My favorite marketing trend profiled in this year’s book that was first identified in his 2014 edition is that of “lovable imperfection.”

What’s lovable imperfection? “As people seek out more personal and human experiences, brands and creators intentionally focus on using personality, quirkiness and intentional imperfections to make their products and experiences more human, authentic and desirable.”

Just a suggestion to the marketing world out there – when a trend first identified three years ago is brought back, if you haven’t already, you might want to work this insight into how you communicate with your customers. Most of us have our heads down throughout the year working really hard and fast and we don’t always have the time to slow down and think about the larger trends that are occurring.

If you only do that once a year, "Non-Obvious" is the chance to help you profitably discern the overall patterns from the mass of detail in our everyday lives.

And to listen to an interview with Rohit Bhargava about Non-Obvious 2017, visit MarketingBookPodcast.com
8 of 8 people found the following review helpful
5.0 out of 5 stars Valuable and Useful "How To" for Elevating Ideas with Relevance 5 December 2016
By S. Sones - Published on Amazon.com
Format: Kindle Edition Verified Purchase
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.
9 of 10 people found the following review helpful
5.0 out of 5 stars Trends are not what everyone is writing about. This is obviously Non-Obvious 5 December 2016
By Shashib - Published on Amazon.com
Format: Kindle Edition Verified Purchase
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.
3 of 3 people found the following review helpful
5.0 out of 5 stars Excellent Resource 5 December 2016
By Clare - Published on Amazon.com
Format: Kindle Edition Verified Purchase
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.
5 of 6 people found the following review helpful
5.0 out of 5 stars Great insight - on both content and process for putting into action 5 December 2016
By Adam Hansen - Published on Amazon.com
Format: Kindle Edition Verified Purchase
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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