NonObvious How to Think Different Curate Ideas Predict the Future (Audible Audio Edition) Rohit Bhargava Tom Zingarelli Tantor Audio Books
Download As PDF : NonObvious How to Think Different Curate Ideas Predict the Future (Audible Audio Edition) Rohit Bhargava Tom Zingarelli Tantor Audio Books
What do Disney, Bollywood, and "the Batkid" teach us about how to create celebrity experiences for our audiences? How can a vending machine inspire world peace? Can being imperfect make your business more marketable? Can a selfie improve one's confidence? When can addiction be a good thing?
The answers to these questions may not be all that obvious, and that's exactly the point. For the past four 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.
In this newly updated fifth edition of Non-Obvious, discover what more than half a million others already have how to use the power of non-obvious thinking to grow your business and make a bigger impact in the world.
NonObvious How to Think Different Curate Ideas Predict the Future (Audible Audio Edition) Rohit Bhargava Tom Zingarelli Tantor Audio Books
I had never heard of Rohit Bhargava, although I now wonder why not. Apparently the author of " Non Obvious " has been writing trend or forecast types of books for years. As a business owner and business book collector, I admit to being often jaded towards the latest book claiming to pick trends, be it in tech, social media or other areas. It was comforting to see early on in the book, a chapter titled " Why ( Most ) Trend Predictions are Useless ". A self policing, humble trend picker? Could it be? The answer is yes. In this tremendously well written book, I learned that traits such as " being curious " and open minded can lead an average business owner like me to be able to spot trends. It doesn't take a crystal ball or a rolodex of insiders passing information to accurately assemble one's own trend forecast. Indeed, as I was reading Non Obvious, I wrote down a trend I see coming throughout 2015 and into 2016 that will likely alter my business and just by being prepared, I expect I'll have an insurmountable edge over my nearest competitors. Everyone should read this book ( except my competition! )Product details
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NonObvious How to Think Different Curate Ideas Predict the Future (Audible Audio Edition) Rohit Bhargava Tom Zingarelli Tantor Audio Books Reviews
In Non-Obvious, Rohit artfully takes us through his method of identifying trends. But he doesn't stop there. He also shows us how to apply them to our businesses, and our lives.
Anyone who masters the art of trend-spotting has an edge over the uninformed masses. I like this book because it's universally useful in that sense.
You're either taking advantage of trends, or you're not. Stop taking the obvious path forward. Find the non-obvious approach instead. By capitalizing on trends that most people overlook, you'll beat your competition, reach your goals more quickly, and achieve expectation-shattering results. I'll undoubtedly be referring back to the principles of Non-Obvious for years to come. Highly recommended!
Worth reading for part I alone in coaching us to be observant, curious, and thoughtful on the changing world around us to curate the 'non-obvious' ideas and trends. Rohit was partially inspired by the seminal trend observing book - Megatrends - and he shares his methods for how he predicts trends today. The actual trends he lists are why I give it four stars - he churns top trends every year and by doing so misses the larger picture. Again, worth reading for part I alone.
Couldn't get into this book at all. Seemed to go in circles and provide very little clear insight on how to train your mind to be more creative and spot ideas, and I surrendered to boredom a few chapters in and ended my relationship with this book... You really do need to take these sorts of books with a grain of salt, because every mind is different and nobody has the magic key to unlock idea formation and creativity. And if they did, they wouldn't bother writing a book to tell you about it because they certainly wouldn't need the money.
Rohit's writing is like a cool glass of water after drinking every one else's fancy energy drinks. It's clear, plain, to the point but not dry. Taking the concepts that he discuses, a creative thinking person can use this information into any arena of disciplines and not for trend curation. He proposes a mode of thinking; a way to pay attention to the details of the world and information you read or observe. I particularly loved the various workshop ideas. What awesome meetup groups one can derive from if they take the time to think about it. But still, they provide excellent meeting frameworks if you're either self employed or a consultant or what not.
The only thing that I would say about this book is it needs a follow up work book. This book is the philosophy and concepts now it it needs some nuts and bolts guidance.
But apart from that, Rohit has sold me many more of his books because of his clear cut wisdom which has been an enjoyable read.
The future
In Bookbuzz we spend a lot of time in the future. That is because a lot of books try to predict the future. With a variety of success. What we do know from reading and using all these books that there are strong themes that come through.
Future proofing
We try to explain to our clients (and non-clients) that reading books will keep you future proof. Trend watching is one of the tools that will keep you future proof. Business is not only about today, it is most definitely also about tomorrow. It is about being in business 5-10 years in the future.
Staying in business is becoming increasingly difficult. VUCA, technology, sentiment, information overload, attention deficit and the refusal to slow down and reflect, makes Bookbuzz more and more relevant. You need us to help you filter, curate, reflect and apply (that is our claim and we are sticking too it).
Trend watching
For us trend watching started a long time ago with Faith Popcorn and the popcorn report. Then we had “Funky business”, “Future files”, “Megachange 2050”, “The Shift” and a speeding up of more books on the future in the last year. Books such as “The second machine age”, ‘Future vision” and the very recent “Exponential organisations” and “Bold”. And you should probably (just for the craic) throw in all of Nassim Taleb’s books.
Future vision
The best lesson is from “Future vision”. The faster you go, the further you need to look ahead”. As a CEO you now need to move at the speed of Formula 1.
Non obvious
What Rohit Bhargava has done is not only give you some interesting trends to consider, but he also gives an “how to” on becoming a trend watcher yourself. Which in our view is an essential skill for every business. When you plan and strategise, you need context and a vision. Trend watching helps you develop that.
Future babble
In the spirit of “Future babble” he gives out about most futurologist. He calls it “lazy thinking”. The usual new years list of future trends is lazy. The internet of things is too lazy. Big data is too lazy. 3D printing is too lazy. They are nearly non trends or as Homer would say “duh!”.
Faith Popcorn
Lets go back to Faith Popcorn. Here are some of the trends as she identified them in 1992 (The popcorn report) and 1997 (Clicking)
Cocooning
Fantasy adventure
Small indulgences
Ergonomics
Cashing out
Staying alive
The multifunctional consumer
EVEolution
Clanning
S.O.S
Atmosfear
Futuretense
They are still spot on. Imagine if your business had followed those trends. Where would you be now?
Themes and trends
Rohit Bhargave brings it closer to home and his trends fit with a lot of the themes we have identified in Bookbuzz. He calls them non-obvious. If you are a follower of Bookbuzz you will recognise a lot of them
Here are his trends
The Reluctant Marketer
“The old rules of marketing is dead”. The rise of the new marketing. Marketing as creating value. With a focus on content marketing and customer experience. “Social customer service” and everything you can read by Brian Solis. Marketing a truly integrated function within the company. Enabled by technology. By 2017 CMOs will spend more on technology then CIOs. The dawn of brand journalism. Authentic content and the ability to tell compelling stories will be king. Read “Resonate”
Glanceable Content
Our attention span has shrunk to 8 seconds (it was 12 seconds). A goldfish has an attention span of 10 seconds. You should read “The shallows”. The need to capture your client in the moment. Now. Immediately. Instant. Content candy or snackable content. Attention as the currency with emotion as the trigger. Competing with all the noise on all the social media channels. Community, story telling, authenticity and purpose as part of the brand and the channel.
Mood Matching
A combination of “Emotionomics” or the “emotional point of difference” from “Difference”. Mood AND moment marketing. Mood content. Mood food. Wearables to measure your mood and using that to influence you. “Brandwashed” or “Filter bubble”. But also “Coherence” and understanding emotions and leadership. Download the mood meter app and keep an emotional diary. Good for being mindful and checking how you are getting manipulated.
Everyday Stardom
The client is king and want to be treated as such. True one to one marketing. “Smart customers, stupid companies”. But also about “the age of entitlement” and the “narcissism epidemic”. How to deal with millennials, Generation G and generation Einstein in the workplace. “Workplace 2020” and “Hacking work” are the books to read.
Selfie Confidence
Is about the creation of online persona and marketing of the moment. How do you make the buying experience more shareable. A lot of “What is the future of business” combined with “Reputation economics” and “Return on influence”.
Mainstream Mindfulness
One of our favourite trends. Mindstore of Jack Black combined with “Coherence” and “Reinventing organisations”. Meditation and yoga as business tools. Google has a “Jolly good fellow” and that is his job. With the science, tech and apps to support this. “Fitness for the mind”and “silence as the new caffeine”.
Branded Benevolence
CSR as the heart of the organisation. Brand combined with transformative purpose. “Exponential organisations” or “Leading from an emerging future”. What Kotler predicted in “Marketing 3.0”. The challenge for a lot of companies will be to move from pretence to action. For example CVS Pharmacy stopped selling cigarettes at a loss of $ 2 billion revenue. You need to make kindness a business goal. “Frugal innovation” and the “Thank you” economy” might help. You need to live the purpose as an organisation.
Reverse Retail
The seamless integration of retail with online. Omnichannel and “showrooming”. “The experience economy” and “Infinite possibilities”, both by Joe Pine. Some “Porn for bankers’. Retails outlets become showrooms. Imagine what Oculus Rift could do in this space. Marketing becomes a spectacle. Marketing as event management.
Experimedia
Experiential content and story telling. Gamifacation. Read “Reality is broken”. This is where we advice CEOs to buy an Xbox and play computer games. How “Halo” is your customer experience? Particularly relevant if you combine experimedia with glanceable content. But also about experiential journalism, experiential consumerism and creating an instant feedback loop with your clients. The client creating and sharing your brand.
Unperfection
Perfect is not authentic. Standing out is more important then being perfect. Memorable is more important then perfection. Authentic is more important than being perfect. Celebrate ugly. Eat the bug by “Killing giants”. “Makers” by Chris Anderson. Artisans and creating a unique, imperfect experience.
Predictive Protection
From “Bold” and ‘The machine age”. Maybe even “How to build a billion dollar app”. Technology helping you to be safe and healthy. Dealing wit futuretense. More wearable technology. Sensors everywhere. Google driving your car. Watson doing your finances. Banks managing your online security.
Engineered Addiction
The dark one. Behavioural science used to create habits. Getting you addicted to the product. “Hooked” or “Brand washed” on steroids. “The power of habit” or “The decisive moment”. You need to book a session with my friend and Bookbuzz colleague Alan Jordan. You are not as conscious as you think you are. And you are getting manipulated. Big brother is here. And it is not big data.
Small Data
It is not the big data. It is the personal small data that will make the difference. Relevant to you. To ensure everyday stardom. To keep you feel like a king. And the good news is that you are in control of that data. The internet of your things. And as with experimedia the ability for companies to develop an one to one relationship with a client. And by developing the one to one feedback loop creating an unique tailored customer experience.
Disruptive Distribution
New business models and new ways or distribution. Every book on innovation. “Digital disruption” and “Frugal innovation”. Read “The starfish and the spider” or “The connected company”. The middleman is gone. All friction needs to be removed. Go direct and use all the trends mentioned to get there.
Microconsumption
In the space of Brett King and “Bank 3.0”. Micro payments and the sharing economy. Alternative currencies. Pay per laugh. Pay by screen size. Barter. Again “Reputation economics” might be a book you want to read.
As with Faith Popcorn, as we are concerned he is spot on with these trends too.
Become a trend watcher
But that is just the beginning. You need to be able to spot those trends yourself. Apply “rubbish in, rubbish out”. We would suggest that you need to increase your bandwidth. Sectors to watch are health, military, agriculture, banking, transport and retail. You should break your routine, go to the fringes, create serendipity and talk to lots of people. You need to doodle more. You need to apply Kahneman’s thinking fast and slow.
Become a trend curator
He adds that you need to become a trend curator. You need to be curious. You need to observe more and you need to be fickle. Less depth, more jumping. Collect and create a mountain of things that strike you as interesting. Build a haystack. Summarise, but don’t judge. Write it down. Keep a folder. Watch. Be elegant (straight from “Metaskills). Seek concepts, not solutions. Don’t judge. Be aware of your biases and beware of future babble (50% of experts are wrong).
Key message
The key message is the non-obvious. The need to be different. You need to to think differently. In a world where everyone is one button away from being an expert, learning to think different is more important then ever.
DO NOT to move to the middle (from “33 strategies of war”). Which makes unperfection the most interesting trend. What is not-to-copy?
Great book
The book not only give you the tools and the trends. It gives the questions, the why, the who, the how, the examples and a long list of other books you should read and a list of his sources
Trendwatching.com
PSFK (www.psfk.com)
Cool Hunting (www.coolhunting.com)
The Cool Hunter (www.thecoolhunter.co.uk)
SlideShare (www.slideshare.com)
TED.com
The Bookbuzz plug
Maybe you should add Bookbuzz as well? Our website is www.bookbuzz.biz. If you let us know your challenge we will tell you which books to read or we will happily brief you verbally (so you don’t have to read all of those books). With or without your team. By Skype or over a coffee. Keeping you fresh and up to date of the latest business thinking. Click http//www.bookbuzz.biz/submit-challenge
Why
The clown in an ice-skating show often needs to be the most talented in order to execute fake jumps and falls while still remaining under control, just like your ability to know the trends may give you the insight you need to bend or break them strategically, create an opportunity and ultimately keep in business.
I had never heard of Rohit Bhargava, although I now wonder why not. Apparently the author of " Non Obvious " has been writing trend or forecast types of books for years. As a business owner and business book collector, I admit to being often jaded towards the latest book claiming to pick trends, be it in tech, social media or other areas. It was comforting to see early on in the book, a chapter titled " Why ( Most ) Trend Predictions are Useless ". A self policing, humble trend picker? Could it be? The answer is yes. In this tremendously well written book, I learned that traits such as " being curious " and open minded can lead an average business owner like me to be able to spot trends. It doesn't take a crystal ball or a rolodex of insiders passing information to accurately assemble one's own trend forecast. Indeed, as I was reading Non Obvious, I wrote down a trend I see coming throughout 2015 and into 2016 that will likely alter my business and just by being prepared, I expect I'll have an insurmountable edge over my nearest competitors. Everyone should read this book ( except my competition! )
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