Non-Obvious PDF Summary

Non-Obvious is all about detecting important trends, an essential part of running a business. You can't accurately predict the future by looking at obvious, surface-level influences – the important ones are hidden underneath. This summary offers advice on identifying meaningful changes, while outlining some prominent trends we're likely to see in the future.

Learn how to become a trend curator.

In the 1960s, there was a very popular science fiction program, Space 1999. It was set on humankind's first colony on the moon. Back then, in the middle of the space race, it seemed obvious to people that by the end of the millennium, humanity would have spread across the solar system. How wrong they turned out to be.

This is an example of an obvious prediction, a simple guess about the future based on what you see around you. They are incredibly common and almost always wrong.

But this doesn’t mean that you can’t predict future trends, it just means you have to do it the right way. This summary show you how to look deep into modern society to notice the possible, largely hidden, trends that could emerge. Reading them will also give you an idea of what trends you might expect to see this year.

In these summary, you’ll discover

• why everyone will want to be the center of attention this year;
  
• why one NFL team tried using yoga to become successful; and
  
• why being fickle may in fact be a good thing.
  

About the Author

Rohit Bhargava is an author, marketing and business expert and trend curator. He is also CEO and founder of the Influential Marketing Group, and a two-time TEDx speaker. Non-Obvious is his second bestselling book.