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Winner: Axiom Business Theory Silver Medal (2017 Edition)
Official Selection: Gary's Book Club at CES (2017 Edition)
Wall Street Journal Best Seller (2015 Edition)
TOP 50 ALL AMAZON KINDLE BOOKS (2015 Edition)

What unexpected insights can a holographic Holocaust survivor and a Japanese film about soy sauce offer us about career development? How do self-repairing airplane wings, touch-enabled "skinterface" tattoos and smart locks predict the next trillion-dollar industry? What can the surprising popularity of an odd Norwegian TV show and the rise of "quiet eating" in Spain teach us about buying behavior?

The answers to these questions may not be all that obvious. And that's exactly the point.

For the past 7 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 seventh edition, discover what more than a million readers already have: how to use the power of non-obvious thinking to grow your business and make a bigger impact in the world.

Here is a snapshot of trends featured in the report:

. Fierce Femininity - As gender continues to become more fluid, fiercely independent women are increasingly portrayed as heroines, seen as role models and changing the world.

· Passive Loyalty - The ease of switching from brand to brand continues to empowers consumers - forcing brands to get smarter about earning true loyalty of belief versus loyalty of convenience.

· Robot Renaissance - As the utility of robots moves beyond manufacturing and into the home and workplace, they adopt better human-like interfaces and even may have micro-personalities built in.

· Moonshot Entrepreneurship - Inspired by visionary entrepreneurs, more organizations think beyond profit and focus on using business to make a positive social impact and even save the world.

In total, the Non-Obvious 2017 Edition features 15 all-new trends for 2017 across 5 categories including Culture & Consumer Behavior, Marketing & Social Media, Media & Education, Technology & Design plus Economics & Entrepreneurship. The book also features a detailed section with a review and rating for more than 60 previously predicted trends - with longevity ratings for each.

As with the original version, this new edition of 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.

The Latest Edition Of The #1 Bestselling Trend Series Shared Online More Than 1 Million Times! The Non-Obvious series of books is an annual trend report on the top 15 trends likely to affect business and consumer behaviour in the upcoming year. The book has been a Wall Street Journal bestseller, the research has been viewed and shared online more by more than a million readers and the report has been a multi-year #1 best seller online.

"Sharp, articulate, and immediately useful."
DANIEL H PINK, Author of Drive

"One of those rare books that delivers ... a great read!"
CHARLES DUHIGG, Author of Power of Habit

"If you believe in a lifetime of learning, read this book!"
JONATHAN BECHER - Former Chief Marketing Officer, SAP

"Insightful, thought provoking and illuminating!"
SHIV SINGH, SVP Global Head of Digital Transformation, VISA

"Trends that will shape your business and decision making."
SALLY HOGSHEAD, NY Times Bestselling Author

"It gets better every year!"
RYAN HOLIDAY NY Times Bestselling Author

"A powerful argument for how curation can change your organization."
SREE SREENIVASAN, Chief Digital Officer of New York City

"A goldmine of ideas and trends!"
GUY KAWASAKI, Bestselling author and Chief Evangelist of Canva

"Well written ... a joy to read!"
ANN HANDLEY, Author of Everybody Writes and Founder of MarketingProfs

"Elegant, powerful and intensely engaging!"
HOPE FRANK, Chief Marketing Officer, Kiosked

"An invaluable guide to understanding our customer's customer."
NAVEEN RAJDEV, Chief Marketing Office, Wipro