Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 20

Trends need to do more than repeat common knowledge. For example, saying that “more people will buy smart phones this year” is obvious—and useless because it lacks creativity. The biggest reason that most trend predictions share these types of obvious ideas is because it is easier to do so. Lazy thinking is always easier than creative and informed thinking. Great trends are never obvious declarations of fact that most people already know. They share new ideas in insightful ways while also describing the accelerating present.

EXAMPLE: The phrase “digital natives” was first coined nearly 15 years ago to describe a generation who would grow up never having known a world before the Internet. Despite its long history and relative ubiquity, several trend articles still share the “emergence” of this group as if it were a brand new insight. That’s just plain lazy.