Book Summary

Wall Street Journal Bestseller Winner: Axiom Silver Medal (Business Theory) Official Selection: Gary’s Book Club at CES Winner: INDIE Book Awards (Best Business Book) Winner: Eric Hoffer Book Award (Business Book of the Year) Finalist: AMA-Leonard Berry Marketing Book Prize Translated Into 10 Languages! The ALL NEW 2019 edition of the Wall Street Journal bestseller Non-Obvious featuring 15 NEW trends and updated ratings of over 100 previously predicted trends!

• How are a men’s grooming brand and frustrated "stuck-at-work" dads leading a revolution in masculinity post #MeToo?
• What can the decline of a global lingerie brand and corporate hackathons teach us about how fear can stifle innovation?
• How does hiring "neuro-diverse" workers and creating empathetic shampoo bottles signal a dramatic shift toward compassion in the workplace?

The answers to these questions may not be all that obvious. And that’s exactly the point. For the past 9 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 ninth 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. In total, the Non-Obvious 2019 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.