2017
Non-Obvious

How to Think Different, Curate Ideas & Predict The Future

Building on the success of hitting the Wall Street Journal best seller list in 2015, this all new edition features 15 brand new trends and an updated section with a recap on all trends from four previous years of research. In this new report, readers are introduced to the ideas of “Passive Loyalty” (a shift in how brands must engage consumers and generate true loyalty), “Fierce Femininity” (new revolution in how women are being portrayed in media and culture, and stepping out in business), and “Invisible Technology” (how technology increasingly anticipates our needs and blends unnoticeably into our lives). This 2017 Edition also earned a Silver Medal for Business Theory from the highly competitive Axiom Book Awards.

Awards The Series Has Won...

Mainstream Mindfulness

Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

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Precious Print

Thanks to the digital revolution, people are developing a more meaningful and emotional relationship with physical objects and printed material.

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Invisible Technology

As technology becomes more sophisticated, it becomes better at predicting and anticipating needs, protecting us, and providing utility while blending seamlessly into our lives.

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Robot Renaissance

As robots’ utility moves into the home and the workplace, they adopt more human-like interfaces and in some cases, micro-personalities.

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Self-Aware Data

As technology advances, algorithms and artificial intelligence make real-time analysis so fast that it can move from input to insight to action all on its own.

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Moonshot Entrepreneurship

A new generation of entrepreneurs are thinking beyond profit and making social impact, not financial performance, at the center of their organizations’ missions.

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Outrageous Outsiders

Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

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Passive Loyalty

A new understanding of loyalty is challenging brands to get smarter about how they can generate brand enthusiasts.

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Fierce Femininity

Over the past few years the fierce, independent woman has emerged, redefining the concept of femininity and reimagining gender roles across the political, cultural, and social realms.

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