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Book Summary

Wall Street Journal Bestseller
Winner: Axiom Silver Medal (Business Theory)
Official Selection: Gary’s Book Club at CES
Winner: INDIE Book Awards (2018 Best Business Book)
Winner: Eric Hoffer Book Award (2018 Business Book of the Year)
Translated Into 10 Languages!

The ALL NEW 2018 edition of the Wall Street Journal bestseller Non-Obvious featuring 15 NEW trends and updated ratings of over 60 previously predicted trends!

• 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 8 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 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.

Here is a snapshot of trends featured in the report:

• Ungendered – Shifting definitions of traditional gender roles are leading some to reject the notion of gender completely, while others aim to mask gender from products, experiences, and even their own identities.
• Brand Stand – Reacting to a polarized media atmosphere, more brands feel compelled to take a stand and highlight their core values rather than try to be all things to all people.
• Manipulated Outrage – Media, data analytics, and advertising are combining forces to create a perpetual stream of noise that is intended to incite rage and illicit angry reactions on social media and in real life.
• Touchworthy – Overwhelmed by digital, consumers turn back toward products and experiences that they can touch, feel and sense to deliver a much needed sense of calm, simplicity and humanity.

In total, the Non-Obvious 2018 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 100 previously predicted trends – with longevity ratings for each.