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Non-Obvious 2017 Edition: How To Think Different, Curate Ideas & Predict The Future Paperback – December 6, 2016
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"If you believe in a lifetime of learning, read this book!"
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"Insightful, thought provoking and illuminating!"
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"Trends that will shape your business and decision making."
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"It gets better every year!"
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"A powerful argument for how curation can change your organization."
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"A goldmine of ideas and trends!"
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"Well written ... a joy to read!"
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From the Author
"Unlike other 'Futurists,' I don’t focus on the long term potential future, I focus on the short term certain future. But how can any prediction of the future be offered with any certainty? Well, I believe that the signs of the future are already here in the present. As I will share in this book, my definition of a trend is simply a curated observation of the accelerating present."
"Some of the biggest trends changing the world of business today are ideas that I first identified and wrote about more than three years ago. Trends like the 'rise of curation' changing how content is created and shared, or 'real time logistics' describing how organizations are using data to improve everything from supply chains to customer experiences."
"Trends that I reasonably once described as “non-obvious,” over time become perfectly obvious and even fundamental. In other words, they still matter."
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Top Customer Reviews
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
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.