I have spent my career advising hundreds of global brands in almost every industry you can imagine, and I speak at more than 40 events a year. This diversity of industry and experience is a key factor in how these trends are focused. So while I don’t see myself as a futurist because I focus on the near term, I often describe myself as a trend curator because I believe you can predict the future by understanding the present.

Of course. While making 100+ predictions, there have been some misses. Unlike many other trend forecasts, I build a lot of transparency into my predictions. There’s an appendix in the book that features a recap of every past trend and an updated analysis of how that trend fared over time. A letter grade is assigned to every trend based on its longevity.

I dress that way every weekend! Actually, it’s from a fun photoshoot that an editorial team did for an article about my process. The idea was to show how I sort through all the “information noise” in order to find meaning and identify interesting ideas. If you think that was fun, you should see this time-lapse video about getting all those notes to stick.

The fun part is that understanding what direction the world is moving can make you more interesting as a person. On the profit side, when you can see the shifts happening in culture and behavior, you can pivot your business or career to take advantage.

This is a question I get a lot. Much like Jerry Seinfeld said when asked the same question about ending his show, I wanted to end this project gracefully while it was at its peak. Writing this annual book was the longest continuous project of my career, but it was time to move on to other projects.

Specifically, I wanted to invest my time and resources in making Non-Obvious a more powerful brand and point of view in the world. Beyond the trends, we now have shows, guides, awards programs, workshops, courses, and much more. The future of the Non-Obvious brand is about much more than trends!

In 2023, I partnered with renowned British Futurist Henry Coutinho-Mason to co-author The Future Normal. The book features 30 trends shaping the future of humanity and was launched from the stage to a packed room at SXSW 2023 in Austin, Texas.

It would be easy to say yes, but the truth is no one really knows. Will the importance of human connection, a key element of several megatrends, dramatically change? It is hard to say. But
Megatrends isn’t only about the ten megatrend predictions. It is about helping you embrace a way of thinking that will allow you to be flexible to survive in this new world. The future will belong to non-obvious thinkers. That remains true even today.

This book will help you get smarter and more ready for the coming decade. In addition to the ten megatrends that you need to know, the method of trend curation you’ll learn in Non-Obvious Megatrends will help you think differently, be more creative, and see what no one else sees. The future belongs to non-obvious thinkers, and this book will help you become one!

There are two big ideas.The first is that the world needs more open-minded people who think for themselves. I want to help people see the world independently, so they aren’t easily manipulated by those who seek to profit from warping their worldview.

The second is that by understanding the “megatrends” shaping our culture today, you will be able to grow your business, propel your career, and generally make a bigger impact in the world no matter what you do.

Too many trend predictions are based on laziness, wishful thinking, or are just plain obvious. This book was inspired by ten years of research and more than 100 past trend predictions. The curated stories and real-world examples will help you understand the accelerating present and what it means for you.

I am an avid collector of stories. I tear articles out of unusual magazines and read hundreds of stories every week to write my weekly newsletter. In addition, I speak at 50+ global events a year and interview dozens of fascinating people. I also receive hundreds of books to review every year. All of this is also part of my trend curation process.