Оглавление
Рохит Бхаргава. Non-Obvious 2017 Edition
ABOUT THE Non-Obvious TREND SERIES
PRAISE FOR THE Non-Obvious TREND SERIES
AUTHOR’S NOTE: THE 2017 EDITION – WHAT’S NEW. AND Non-Obvious?
INTRODUCTION
Why Does Trend Curation Matter?
Why I Wrote This Book
1. The Norwegian Billionaire: Why Most Trend Predictions Are Spectacularly Useless
“To Collect Is Human”
Adding Meaning to Noise
An Accidental Trend Curator
Science’s Dirty Little Secret
The 5 Myths of Trend Spotting
Myth #1: Trends are spotted
Myth #2: Trends are predicted by industry gurus/experts
Myth #3: Trends are based on hard data
Myth #4: Trends only reflect current popularity
Myth #5: Trends are hopelessly broad predictions
Why (Most) Trend Predictions Are Useless
REASON 1: NO OBJECTIVITY
REASON 2: NO CREATIVITY
REASON 3: NO PROOF
REASON 4: NO APPLICATION
How to Think Different about Trends
2. The Curator’s Mindset: Learning the 5 Essential Habits of Trend Curators
The Unlikely Curator
The Rise Of “Curationism”
The 5 Habits Of Trend Curators
How to Be Curious
REAL LIFE ADVICE (3 WAYS TO BE MORE CURIOUS TODAY)
WHAT TO READ
How to Be Observant
REAL LIFE ADVICE (3 WAYS TO BE MORE OBSERVANT TODAY)
WHAT TO READ
How to Be Fickle
REAL LIFE ADVICE (3 WAYS TO BE MORE FICKLE TODAY)
WHAT TO READ
How to Be Thoughtful
REAL LIFE ADVICE (3 WAYS TO BE MORE THOUGHTFUL TODAY)
WHAT TO READ
How to Be Elegant
REAL LIFE ADVICE (3 WAYS TO THINK MORE ELEGANTLY TODAY)
WHAT TO READ
Why These 5 Habits?
THE 5 HABITS OF TREND CURATORS
3. The Haystack Method: How to Curate Trends for Fun and Profit
Inside the Haystack Method
Why I Started Curating Ideas
Step 1—Gathering
TIPS & TRICKS: How To Gather Ideas
Step 2—Aggregating
TIPS & TRICKS: How To Aggregate Ideas
Step 3—Elevating
TIPS & TRICKS: How to Elevate Aggregated Ideas
Step 4—Naming
TIPS & TRICKS: How To Create Powerful Names
Step 5—Proving
TIPS & TRICKS: How to Prove Your Trend Ideas
CASE STUDY: How to Curate a Non-Obvious Trend
THE TREND— Engineered Addiction. STEP 1—Gathering
STEP 2—Aggregating
STEP 3—Elevating
STEP 4—Naming
STEP 5—Proving
Avoiding Future Babble
The Art of Getting Trends Right (and Wrong)
Chapter 4. FIERCE FEMININITY
What’s the Non-Obvious Trend?
The Heroine’s Story
Play #LikeAGirl
Spinster Power
Girl Power in Music
Investing In Girls
Why It Matters:
How To Use This Trend:
Chapter 5. side quirks
What’s the Non-Obvious Trend?
Rise of Individualism
Korean Honja, Japanese Hikikomori & Chinese Individualism
Side Hustle
Quirky Leadership
Twee Revolution and Generation Z
Why It Matters:
How To Use This Trend:
Chapter 6. dEsperate detox
What’s the Non-Obvious Trend?
Detox By Slowing Down
Digital Detox And Travel
Ownership Is Overrated
Tech-Enabled Detoxing
Why It Matters:
How To Use This Trend:
Chapter 7. PASSIVE LOYALTY
What’s the Non-Obvious Trend?
How To Distinguish. Passive From Active Loyalty
The Rise And Fall Of The. Subscription Economy
Automated Consumerism
The Myth Of Employee Satisfaction
Why It Matters
How To Use This Trend:
Chapter 8. AUTHENTIC FAMESEEKERS
What’s the Non-Obvious Trend?
The Curious Popularity Of PewDiePie
YouTube Entrepreneurs + Sponsors
Beyond YouTube
Why It Matters:
How To Use This Trend:
Chapter 9. LOVABLE UNPERFECTION (ORIGINALLY CURATED 2014)
What’s the Non-Obvious Trend?
A Short History Of Unperfection
Behind The Scenes Video
Hans Brinker Budget Hotel
Why It Matters:
How To Use This Trend:
Chapter 10. PRESERVED PAST
What’s the Non-Obvious Trend?
Living History
Augmented Reality Travel
The History Of Brands
Careers Of The Future
Why It Matters:
How To Use This Trend:
Chapter 11. Deep diving
What’s the Non-Obvious Trend?
Why People Love “Long Reads”
Best. Show. Ever. Watch The Recap …
Wanderlust For The “Post-Tourist”
Why It Matters:
How To Use This Trend:
Chapter 12. PRECIOUS PRINT (ORIGINALLY CURATED 2013)
What’s the Non-Obvious Trend?
The Middle Collector
The Cult Of Paper
Why Argentineans Love Bookstores
Precious Unboxing
Why It Matters:
How To Use This Trend:
Chapter 13. INVISIBLE TECHNOLOGY
What’s the Non-Obvious Trend?
How To Balance Technology And Humanity
Predictive Protection Continues
Self-Healing Machines
Smart Cities
Zero UI and Ultrahaptics
MIT Duoskin and Wearable Technology
Why It Matters:
How To Use This Trend:
Chapter 14. ROBOT RENAISSANCE
What’s the Non-Obvious Trend?
Robot Explorers & Builders
Service Bots
Robots With Personality
Sentbots Offer Companionship
ChatBots
Why It Matters:
How To Use This Trend:
Chapter 15. SELF AWARE DATA
What’s the Non-Obvious Trend?
Robo-Advisors and Financial Transactions
How Self-Aware Data Is Changing Farming
Industry 4.0
Why It Matters:
How To Use This Trend:
Chapter 16. MOONSHOT ENTREPRENEURSHIP
What’s the Non-Obvious Trend?
Beyond Hustle
Celebrating World Changers
The Japanese Home Of The Future
Investing And Buying With Purpose
Cosmetics and Beauty Products
The Millennial Mindset
Why It Matters:
How To Use This Trend:
Chapter 17. OUTRAGEOUS OUTSIDERS
What’s the Non-Obvious Trend?
The Curiously Mainstream Outsider
Outrageous Politicians
Kidpreneurs
Board of Kidvisors
Why Girls Play Differently Than Boys
Hip-Hop Musicals
Extreme Inclusiveness
Why It Matters:
How To Use This Trend:
Chapter 18. MAINSTREAM MINDFULNESS (ORIGINALLY CURATED 2014)
What’s the Non-Obvious Trend?
The Sleep Revolution
Meditative Art
Building Corporate Wellness. From The Inside Out
Spiritual Entrepreneurship
Focusing On Happiness
Why It Matters:
How to Use This Trend
19. Intersection Thinking: How to Apply Trends to Your Business
How to Create a Game-Changing Product
An Introduction to Intersection Thinking
Principle #1: See the similarities instead of the differences
Principle #2: Purposely look away from your goal
Principle 3: Wander into the unfamiliar
Why Workshops Work
5 Keys to Running a Great Trend Workshop
About The Four Models of Trend Workshops
Note For Small Teams
20. The 7 Best Trend Resources. You Need to Bookmark
21. Anti-Trends: The Flip Side Of Trends
Flip Thinking and Anti-Trends
Breaking Trends
Overview: How to Read These Past Trend Reports
previously predicted trend summaries (2011-2016)
The 2011 Non-Obvious Trend Report Overview
THE BACKSTORY
RETROSPECTIVE: HOW ACCURATE WAS THIS REPORT?
The 2012 Non-Obvious Trend Report Overview
THE BACKSTORY
RETROSPECTIVE: HOW ACCURATE WAS THIS REPORT?
The 2013 Non-Obvious Trend Report Overview
THE BACKSTORY
RETROSPECTIVE: HOW ACCURATE WAS THIS REPORT?
2013 Culture & Consumer Behavior Trends
What’s the Trend?
Trend Longevity Rating B+
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating C+
2013 Marketing & Social Media Trends
What’s the Trend?
Trend Longevity Rating C
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
2013 Media & Entertainment Trends
What’s the Trend?
Trend Longevity Rating B
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B+
2013 Technology & Design Trends
What’s the Trend?
Trend Longevity Rating A-
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
2013 Economics & Entrepreneurship Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
The 2014 Non-Obvious Trend Report Overview
THE BACKSTORY
RETROSPECTIVE: HOW ACCURATE WAS THIS REPORT?
2014 Culture & Consumer Behavior Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
2014 Marketing & Social Media Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B
2014 Media & Entertainment Trends
What’s the Trend?
Trend Longevity Rating B
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
2014 Technology & Design Trends
What’s the Trend?
Trend Longevity Rating C
What’s the Trend?
Trend Longevity Rating B
What’s the Trend?
Trend Longevity Rating A-
2014 Economics & Entrepreneurship Trends
What’s the Trend?
Trend Longevity Rating B-
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
The 2015 Non-Obvious Trend Report Overview
THE BACKSTORY
RETROSPECTIVE: HOW ACCURATE WAS THIS REPORT?
2015 Culture & Consumer Behavior Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B+
What’s the Trend?
Trend Longevity Rating A
2015 Marketing & Social Media Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A-
What’s the Trend?
Trend Longevity Rating B+
2015 Media & Entertainment Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B
What’s the Trend?
Trend Longevity Rating B
2015 Technology & Design Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
2015 Economics & Entrepreneurship Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B
The 2016 Non-Obvious Trend Report Overview
THE BACKSTORY
RETROSPECTIVE: HOW ACCURATE WAS THIS REPORT?
2016 Culture & Consumer Behavior Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B+
2016 Marketing & Social Media Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
2016 Media & Entertainment Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B
What’s the Trend?
Trend Longevity Rating A
2016 Technology & Design Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating B
What’s the Trend?
Trend Longevity Rating A
2016 Economics & Entrepreneurship Trends
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
What’s the Trend?
Trend Longevity Rating A
AFTERWORD
ACKNOWLEDGEMENTS
RESEARCH: Notes, References, & Credits
ABOUT THE AUTHOR
