Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 41

1 Start with the Obvious – One of my favorite trends from my 2015 Non-Obvious Trend Report was something I called Selfie Confidence. The name was a play on “Self Confidence” and was written to force people to reevaluate something they already knew about and see it in a new light. Selfies are seen as demonstrations of narcissism - but this trend introduced the idea that selfies could actually contribute to helping people grow their self-confidence. The new perspective and unexpected name made this one of the most popular trends from my report that year.

2 Keep It Short – One thing you will notice if you look back on any of my previous trend reports is that most trends are no longer than two words. Elegance often goes hand in hand with simplicity and this usually means using as few words as possible. When it comes to defining and curating ideas, it is perfectly fine to start by describing them with as many words as you need. When you get to the point of trying to add more elegance, though, a necessary component will usually be reducing the words you use to name and describe it.

3 Use Poetic Principles – There are some basic principles that poets use when writing that can also be helpful for anyone who is curating trends. One of them is to try and use metaphors and imagery instead of obvious ways of sharing something. Another is to rhyme words or use alliteration to add symmetry to an idea. If you flip to Part II of this book, you will see many places where I used these principles to describe trends like “Preserved Past” or “Lovable Unperfection.” A trend from my first report in 2011, Likeonomics, even inspired me to write a book with the same title a year later.