具体描述
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 4 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 fifth edition, 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. Non-Obvious is filled with entertaining insights like how a pioneering comedy club charging audiences per laugh may forecast the future of consumption or how a wave of tech firms hiring yogis and offering classes in mindfulness may change the overall culture of business.
Other trends featured in the report include:
The Reluctant Marketer - Why brands are focusing less on traditional marketing and promotion and more on content marketing and customer experience.
Glanceable Content - How companies are leveraging our shrinking attention span to create experiences designed for rapid consumption.
Small Data - How all the excitement about big data in business may be misguided and true value comes from learning to leverage the tiny focal points that matter.
In total, Non-Obvious features 15 all-new trends for 2015 across 5 categories including Culture & Consumer Behavior, Marketing & Social Media, Media & Education, Technology & Design plus Economics & Entrepreneurship. Each is designed to help you take a deeper look at the changing landscape of business and prepare your business for the future.
For the first time ever, Non-Obvious also delves into the curation process the author has used for years to build his Trend Reports and takes readers behind the scenes of trend curation (much to the delight of past readers who have been asking about this for years), and show them the methodology they can use to predict the future for themselves.
Finally, Non-Obvious takes a brutally honest look back at more than 60 previous trends from 2011 to 2014, providing an honest assessment of what came true, what was a dud, and why it matters.
In the end Non-Obvious is a book that will show you how to think different, curate your ideas and get better at predicting what will be important tomorrow based on learning to better observe patterns in the world today.
Isaac Asimov once wrote that he was not a speed reader, but he was a speed understander. If you want to improve your business or your career by seeing those things that others miss, and becoming a speed understander for yourself, this book can help you get there.
作者简介
Rohit Bhargava is a trend curator, founder of the Influential Marketing Group, and an expert in helping brands and leaders be more influential. He is the author of five best selling books on topics as wide ranging as the future of healthcare, building a brand with personality, and why leaders never eat cauliflower. Rohit has advised hundreds of global brands and is a Professor of Marketing at Georgetown University. A two-time TEDx speaker, Rohit has been invited to keynote events in 27 countries and is regularly quoted in media outlets including The New York Times, Harvard Business Review, and NPR.
目录信息
读后感
在中信书店里看到这本书，最开始是被封面吸引，趋势类的书我其实读过好几本了，但这本书提出了一个新的概念——非显著趋势，抱着好奇的心理读，逐渐有步入佳境的感觉。书中梳理了15个非显著趋势，就是现在已经慢慢突显出来，但是还没得到大家应有重视，以后注定成为显著趋势的1...
评分在中信书店里看到这本书，最开始是被封面吸引，趋势类的书我其实读过好几本了，但这本书提出了一个新的概念——非显著趋势，抱着好奇的心理读，逐渐有步入佳境的感觉。书中梳理了15个非显著趋势，就是现在已经慢慢突显出来，但是还没得到大家应有重视，以后注定成为显著趋势的1...
评分在中信书店里看到这本书，最开始是被封面吸引，趋势类的书我其实读过好几本了，但这本书提出了一个新的概念——非显著趋势，抱着好奇的心理读，逐渐有步入佳境的感觉。书中梳理了15个非显著趋势，就是现在已经慢慢突显出来，但是还没得到大家应有重视，以后注定成为显著趋势的1...
评分在中信书店里看到这本书，最开始是被封面吸引，趋势类的书我其实读过好几本了，但这本书提出了一个新的概念——非显著趋势，抱着好奇的心理读，逐渐有步入佳境的感觉。书中梳理了15个非显著趋势，就是现在已经慢慢突显出来，但是还没得到大家应有重视，以后注定成为显著趋势的1...
评分在中信书店里看到这本书，最开始是被封面吸引，趋势类的书我其实读过好几本了，但这本书提出了一个新的概念——非显著趋势，抱着好奇的心理读，逐渐有步入佳境的感觉。书中梳理了15个非显著趋势，就是现在已经慢慢突显出来，但是还没得到大家应有重视，以后注定成为显著趋势的1...
用户评价
我必须说，这本书的结构设计简直是鬼斧神工。它不像那种线性的、拖沓的学术著作，反而像是一系列精心布局的谜题，每一个章节都是解开更大谜团的关键碎片。作者似乎深谙读者的注意力曲线，总是在你感到思维疲惫的临界点，抛出一个令人拍案叫绝的论点，瞬间重启你的阅读热情。我记得我是在一个长途夜间飞行中读完它，飞机上的单调环境本该催人入眠，但这本书却让我全程保持高度清醒。特别是在探讨“长期主义”价值的那部分，作者没有落入空泛的口号窠臼，而是通过对历史周期和个体行为模式的交叉分析，构建了一个极具说服力的证据链。那种感觉就像是，你一直在用手电筒照亮脚下的路，而这本书突然为你打开了探照灯，让你看到了远方地平线上正在升起的日出。它给予读者的不是即时的满足感，而是一种深远的、能够支撑未来很长一段时间的认知框架，这种厚重感，是很多畅销书所不具备的。
评分这本书的开篇就给我一种被精心雕琢过的感觉，作者的笔触细腻而富有洞察力，仿佛能穿透日常表象，直抵事物本质。我记得有段落描述了关于“心流”体验的形成机制，它不是那种枯燥的理论堆砌，而是通过一系列生动的案例和反直觉的逻辑推演，让你在阅读过程中不断地自我审视和修正认知。我尤其欣赏作者在处理复杂概念时所展现出的那种游刃有余的叙事能力，他总能找到一个极具画面感的比喻，将那些抽象的、难以捉摸的观念具象化。读完关于决策偏差的那一章，我立刻回想起过去几次重大的生活抉择，那些当时自以为是“理性”的选择，在作者的解析下，显得多么受制于潜意识的偏见。这本书的魅力就在于，它不是简单地告诉你“是什么”，而是巧妙地引导你思考“为什么会这样”，让你在合上书本后，对周围世界的运行规律产生一种全新的、略带敬畏的理解。它对信息不对称的剖析尤为犀利，揭示了那些隐藏在成功学背后，真正起作用的底层逻辑，读起来酣畅淋漓，如同经历了一场智力上的酣畅淋漓的攀登。
评分这本书给我的最大冲击，在于它对“常识”的颠覆性挑战。很多我们习以为常的观念，作者都用一种近乎冷酷的逻辑将其拆解得体无完肤。比如，关于“努力与回报不成正比”的那些论述，如果换作别人来写，可能很容易流于愤世嫉俗的抱怨，但这位作者的论证过程却充满了建设性的力量。他不是在否定努力的意义，而是在精准定位“无效努力”的陷阱所在，并提供了一套识别和规避机制。阅读体验非常刺激，我时常需要停下来，在笔记上写写画画，试图跟上作者思维的跳跃速度。它不是一本读完就能立刻让你成为人生赢家的“速成手册”，而更像是一套精密的思维工具箱，教你如何识别那些被大众忽视的、但实际上影响巨大的变量。这本书的语言风格带有强烈的个人烙印，一种混合了哲学家般的冷静和工程师般的精确，读起来非常有味道，让人忍不住想去验证书中所说的每一个假设。
评分这本书的阅读体验，更像是一场与一位极其高明的导师进行的深度对话。导师不会直接给出答案，而是通过一系列层层递进的问题，引导你得出自己的结论，而这些结论往往比他直接告诉你的更有力量。我记得书中探讨“稀缺性感知”的部分，它巧妙地结合了心理学和经济学的交叉点，揭示了我们日常生活中许多冲动消费和决策失误的深层心理根源。作者的文字节奏控制得极好，时而如大江东去般磅礴有力，时而又细密如织，探讨微观的心理活动。我不是那种会反复重读同一本书的人，但这本让我产生了一种强烈的冲动，想把它放在手边，随时翻阅那些被我标记出来的精彩段落。它成功地避开了所有陈词滥调，用一种近乎外科手术般的精确，剖开了我们习以为常的现实世界，留给读者的，是清晰的洞察力和对未来行动的明确方向感。
评分从装帧和排版来看，这本书就透露着一种低调的质感，但其内容深度完全超越了表面的精致。我尤其喜欢作者在引用外部材料时的克制与精准，他从不堆砌引用来增加厚度，而是选择那些真正具有里程碑意义的理论或案例，并赋予其全新的解读视角。其中关于“非线性增长”的章节，简直是为这个充满指数级变化的时代量身定制的指南。它解释了为什么顶尖的少数人能够占据绝大部分的资源和注意力，而这种解释，完全避开了道德审判，直指系统的结构性必然。读完后，我感觉自己对那些表面光鲜的成功案例有了更深层次的理解，不再盲目羡慕，而是开始探究其背后的杠杆原理。这本书对那些习惯于线性思维的读者来说，可能需要一个适应过程，但一旦适应，你会发现自己看待世界的方式都被重塑了，很多过去想不通的矛盾，突然间都找到了合理的解释出口。
评分A systematic approach in curating ideas to identify (predict) trends: gather, aggregate, elevate, name, prove. Tips in gathering is particularly helpful: start a physical folder, jot down/summarise why it’s interesting, seek concepts not conclusions. A good trend: idea (unique description of a shift concisely), impact (cause change), acceleration.
评分说可以打破常规思维，看准新趋势。这个点是真心很诱人，可是内容真的没有什么说服力，其中列了十几个隐趋势，大多数都知道，而且，是真的现在每个里面的风头，资本，人都已经不少了。那这叫隐趋势吗？何况，人类简史里面的，人类历史就是一个个的随机事件。
评分A systematic approach in curating ideas to identify (predict) trends: gather, aggregate, elevate, name, prove. Tips in gathering is particularly helpful: start a physical folder, jot down/summarise why it’s interesting, seek concepts not conclusions. A good trend: idea (unique description of a shift concisely), impact (cause change), acceleration.
评分善于观察比较总结展望的确是需要修炼，而做出正确的预测知识量和脑力缺一不可。
评分说可以打破常规思维，看准新趋势。这个点是真心很诱人，可是内容真的没有什么说服力，其中列了十几个隐趋势，大多数都知道，而且，是真的现在每个里面的风头，资本，人都已经不少了。那这叫隐趋势吗？何况，人类简史里面的，人类历史就是一个个的随机事件。
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