Non-Obvious 2017 Edition. Rohit Bhargava

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      Long-term decisions start in the short term, so understanding how the world is changing in real time is far more valuable immediately than trying to guess what will happen in the world 20 years from now.

      When I speak on stage, I often describe myself first as a “trend curator.” The reason I use that term is because it describes my passion for collecting ideas and taking the time to see the patterns in them to describe the world in new and interesting ways.

      For the past six years, I have published a curated look at the 15 biggest trends that will shape the business world in the year to come. Each year it is called the Non-Obvious Trend Report and each edition is based on a year of research, conversation, thinking and writing.

      Across that time, I have advised some of the largest brands in the world on business strategy, taught marketing courses at Georgetown University and spoken at events in 32 countries around the world.

      All of this gives me the valuable chance to work in dozens of different industries and study media, culture, marketing, technology, design and economics with an unfiltered eye. Each year, I also read or review dozens of books, and buy magazines on everything from cloud computing to Amish farming methods.

      My philosophy is to collect ideas the way frequent fliers collect miles—as momentary rewards to use for later redemption.

      Why I Wrote This Book

      This “redemption” comes in the form of my annual trend report, but unlike many other trend forecasters simply sharing my annual report is only the beginning. If I really believe in the value of curating trends, and that anyone can learn to do it, then it is also important for me to share my process for how to do it.

      So this book is divided into four sections.

      Part I is dedicated to my methods of trend curation, which I have usually only shared in depth through private workshops or with my students in class. You will learn the greatest myths of trend prediction, five essential habits of trend curators and my own step-by-step approach to curating trends, which I call the Haystack Method.

      Part II is the 2017 edition of the Non-Obvious Trend Report, featuring 15 new ideas that will shape business in the year to come. Each trend features supporting stories and research, as well as ideas for how to apply the trend to your own business or career.

      Part III is filled with tips on making trends actionable, including a short description of workshops to bring trends to life. In this part, I also discuss the importance of anti-trends and how to use “intersection thinking” to see the patterns between industries and stories.

      Finally, Part IV is a new look at 105 previously predicted trends from the past six years along with an honest assessment and rating for how each one performed over time since it was originally predicted.

      You can choose to read this book in the order it was published or you can skip back and forth between trends and techniques. Whether you choose to focus on my predictions for 2017 and how to apply them, or learning the techniques of trend curation and Non-Obvious thinking for yourself, this book can be read in short bursts or all at once.

      Like Asimov, you don’t need to be a speed reader.

      Being a speed understander, however, is a worthy aspiration. It is my hope that this book will help you get there.

      1

       The Norwegian Billionaire:

       Why Most Trend Predictions Are Spectacularly Useless

      In 1996 Christian Ringnes was a billionaire with the ultimate first-world problem – he was running out of space.

      As one of the richest men in Norway, Ringnes is well known as a flamboyant businessman and art collector whose family started the country’s largest brewery more than a hundred years ago. In his hometown of Oslo, Ringnes owns several restaurants and museums, and donated more than $70 million for the creation of a large sculpture and cultural park, which opened in 2013.

      In his heart, Ringnes is a collector. Over decades he has built one of the largest private collections of art in the world. Yet his real legacy may come from something far more unique: his lifelong obsession with collecting mini liquor bottles.

      This fixation on mini liquor bottles began for Ringnes at the age of seven when he received an unusual gift from his father: a half-empty miniature liquor bottle. It was this afterthought of a gift that led him on a path towards amassing what is recognized today as the largest independent mini-bottle collection in the world with over 52,000 miniature liquor bottles.

      Unfortunately, his decades-long obsession eventually ran into an insurmountable opponent—his late wife, Denise.

      As the now legendary story goes, Denise wasn’t too happy with the disorganization of having all these bottles around the house. After years of frustration, she offered him an ultimatum: either find something to do with all those bottles or start selling them.

      Like any avid collector, Ringnes couldn’t bear the thought of selling them, so he created a perfectly obvious solution based on his wealth and personality.

      He commissioned a museum.

      “To Collect Is Human”

      Today the Mini Bottle Gallery in downtown Oslo is one of the world’s top quirky museum destinations, routinely featured in irreverent travel guides and global lists of must-see Scandinavian tourist attractions. Beyond providing a place for Ringnes to put all of his mini bottles, the gallery is also a popular event venue with an in-house restaurant.

      It was this event space and restaurant that offered me my first personal introduction to Ringnes and his story. I was in Oslo for an event and the conference team had organized a tour and dinner at the Mini Bottle Gallery.

      I have 52,500 different miniature bottles in a museum in Oslo. They’re completely useless. But men, we like collecting. We like having things. That’s human. Once you get fascinated by something, you want it and then you start collecting.

      —Christian Ringnes

       (From interview in Arterritory.com magazine)

      It lived up to its quirky reputation.

      The entrance to the museum was a bottle shaped hallway leading into an open lobby with a champagne waterfall. As you moved from room to room, each featured its own composed soundtrack, customized lighting and unique smells.

      Only steps into the tour, it was clear the gallery was more than just stacks of bottles lined along the walls of a display case in random fashion. Like all great museum experiences, the rooms of the Mini Bottle Gallery had been carefully curated.

      The mini bottles were grouped into intriguing themes ranging from a brothel themed Room of Sin with mini-bottles from the Dutch Red Light District, to a Horror Room featuring liquor bottles with trapped objects floating inside like mice and worms.

      There was a Jungle Room, a Room of Famous Persons, and rooms themed around sports, fruits, birds, circus performers and the occult. There was even an entire room featuring the iconic porcelain series of the Delft Blue KLM houses, a series of tiny Dutch СКАЧАТЬ