About | The Non-Obvious Company

Part One · The Origin Story

How We Became NON-OBVIOUS™

Over 1 million professionals have read, shared, or experienced Non-Obvious through keynotes, books, signature events, but it all started (as the best ideas often do) with frustration.

In this case, it was frustration with the lazy, obvious, and useless trend predictions that happen at the end of every year.

Inspired to do better, our founder Rohit Bhargava decided to publish the first Non-Obvious Trends Report in January 2011. His goal was to share some unique insights about business for the coming year.

It was an unexpected hit.

The report that started everything, January 2011.

200,000+

people read and shared that first report, in less than a week

Non-Obvious, the first hardcover edition

Inspired by that early success, Rohit turned the research into a yearly tradition. Within two years, he had added a growing team, and the research had become an annual book series, with the first hardcover edition hitting the Wall Street Journal bestseller list in 2015.

These annual editions featured new trend research and helped dozens of the largest and most respected brands in the world use these trends (and the process behind curating them) to win the future in their industries.

The success of the 2015 edition inspired Rohit to create the Non-Obvious Company, a consultancy dedicated to helping people become more innovative and creative through the principles of non-obvious thinking.

The consulting group quickly received inquiries from dozens of the largest and most respected brands in the world who wanted to take these trends (and the process behind curating them) and use them to prepare for winning the future in their industries.

Ten annual editions of Non-Obvious, 2011–2020.

Part Two · The Growth Years

WE GOT REALLY BIG, REALLY FAST... (almost too fast)

As the Non-Obvious Trends Series became more popular, so did the Non-Obvious thinking behind the trends. We even started a book awards program to spotlight the best books published every year that could help make people smarter, better leaders.

Our content was resonating.

Demand for keynotes, signature workshops, and talks soon became too much for one person to handle, especially if that one person had big ideas for helping the world think differently.

Rohit added several more pioneering thinkers and expanded the brand to include other initiatives such as training programs, corporate workshops, and even more thought leadership.

But to fulfill our mission, we had to make an unusual choice (some might call it...)

A packed room with hands raised at a Non-Obvious keynote

The Non-Obvious Book Awards: a mosaic of honored books behind the award badge

The Non-Obvious Book Awards, spotlighting the best books published every year.

The brand grew into keynotes, workshops, coaching, storytelling and more.

Participants working together at a Non-Obvious workshop

Part Three · The Pivot

The Non-Obvious Choice

“We chose to move away from consulting (yes, we know it pays well).”

Rather than build just another strategy firm that delivered advice at high hourly rates, we wanted to make the benefits of Non-Obvious thinking available to business owners of all sizes.

So we shifted to channels that would inspire a greater number of people to be more open-minded, curious, and innovative.

Growing Beyond the Trends

In 2019, we decided it was time to expand beyond the heritage of the trend work and the annual book, so we announced that we would publish our last Non-Obvious trends book, Non-Obvious Megatrends, in 2020.

At the same time, we launched several new initiatives, including the Non-Obvious Guide Series and an expanded Non-Obvious Book Awards program, and officially trademarked the brand Non-Obvious.

The Non-Obvious Guide Series: smart advice for smart people.

2020 Started Out Great...

We launched Non-Obvious Megatrends in January 2020. It immediately hit #1 on the Wall Street Journal list and made the USA TODAY bestseller list. The book also won industry awards (over 20 and counting!). At the same time, the Guide series was winning international book awards and recognition as we expanded beyond the trend series.

We were organizing large events, and Rohit was invited back to the big stage at SXSW in March 2020 after a memorable 2019 session where he unexpectedly took the stage right after Elon Musk. By early March, his session was trending as the #1 most anticipated talk at SXSW 2020.

Part Four · The Plot Twist

Then Everything Changed (thanks, pandemic.)

The world went into lockdown, SXSW was canceled, and our book launch plans for both Non-Obvious Megatrends and the Guide Series were kaput.

All the momentum stopped.

So we had to be a little non-obvious ourselves. We decided to refocus on publications and virtual shows and keep moving forward.

In 2020, We:

Published four new business guides, including The Non-Obvious Guide To Working Remotely

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Launched the Non-Obvious Show on YouTube

Hosted two virtual summits on marketing and diversity

100

Delivered nearly 100 virtual keynotes and sessions

And started work on several other initiatives

Rohit delivering a virtual session from his home studio

In 2021, we focused on diversity.

Based on the success of our virtual summit, our founder Rohit partnered with DEI expert Jennifer Brown and brought together six more contributors to write Beyond Diversity - a book focused on helping imagine a more inclusive world. The book was honored with nearly a dozen book awards and has been used by Universities across the country as an approachable introduction to diversity and inclusion training.

Rohit and Jennifer Brown holding copies of Beyond Diversity

Part Five · The Comeback

Back out in the world...

As the world opened back up, so did we. Rohit got back out to events across the globe: conferences, festivals, television and book tours, reconnecting with audiences and making lots of big connections along the way (including a few famous ones).

Hosting Non-Obvious Experiences...

Along the way, we also started hosting Non-Obvious experiences of our own: dinners, meetups and gatherings designed to spark the kinds of conversations that never happen at a normal networking event. The signature one is our Non-Obvious Seven Minute Meetup, which helps people make deeper connections with one another at events, seven minutes at a time.

A group wearing the yellow Non-Obvious glasses at a Non-Obvious event

The brand kept growing...

As Non-Obvious kept expanding, so did its popularity, and that brought a wave of media opportunities: interviews, profiles and features. The most memorable was a feature photo shoot for a magazine cover, where Rohit posed in a suit made entirely of Post-it Notes as a metaphor for the process he uses to identify trends (thousands of small ideas, curated into something bigger).

Rohit in a suit made entirely of Post-it Notes

Imagining the Future Normal...

Our newest insights on trends shaping the next decade, first released in 2023 with an updated second edition released in paperback in 2025.

Rohit partnered with renowned British Futurist Henry Coutinho-Mason to co-author The Future Normal. The book features 30 trends shaping the future of humanity.

Rohit and Henry are currently speaking at events across the globe and leading workshops for corporations across more than a dozen industries on how to anticipate and imagine the future.

Rohit and Henry Coutinho-Mason on stage together

A new partnership... The INC Non-Obvious Business Book Awards.

Near the end of 2023, we announced a big new partnership with INC Magazine where Rohit published a monthly column called the Non-Obvious Book Review and we co-branded our annual book awards program. Through this collaboration, we were able to spotlight more of the world’s best thinking to an even wider audience!

The INC Non-Obvious Business Book Awards seal

One of Rohit's Non-Obvious Book Review columns in INC Magazine

Launching the Non-Obvious Show Podcast...

Remastering the video interviews

In 2024, we decided to engage an audio engineering team to remaster all the original video episodes of our show into an audio format. The show was released with all new episodes in the summer of 2024 with new interviews coming soon.

A few of the groundbreaking thinkers featured on the show.

A HANDBOOK FOR NON-OBVIOUS THINKERS

In October of 2024, Rohit teamed up with pioneering venture capitalist Ben duPont to create this new highly actionable guide to becoming a non-obvious thinker. Based on years of insight and interviews, this illustrated guide has already earned rave reviews from more than 50 legendary thinkers including Tom Peters, Tony Robbins, Sal Khan and many others.

Learn More →

Coming This October!

Future Words

A Non-Obvious Glossary of Terms That Don’t Exist (But Soon Will)

Our next book is on the way. From Rohit Bhargava and futurist Henry Coutinho-Mason: a book for word lovers, trend spotters, and anyone who has ever wished for a word that didn’t quite exist.

Pre-Order Now →

Part Six · What’s Next

Imagining the future...

For us, Non-Obvious thinking has always meant having the confidence to be adaptable without panicking and to chart a new course even when the future seems uncertain.

So as we look to the future, we have big plans.

We will expand our guide series, continue sharing online insights, invest more time and resources into building a more inclusive world, and help even more leaders use non-obvious thinking so they can see what others miss and lead the future.

We Believe the World Needs More Non-Obvious™ Thinkers to Lead the Future.

Our mission is to help leaders, organizations, and curious minds develop the habits that equip them to see what others miss and win the future. We do this through our newsletter, published books, popular keynotes, custom workshops, annual book awards, videos, podcast, and more.

Books Keynotes Insights Trends Awards Workshops

Contact

Are You Ready For The Non-Obvious™ Thinking?

We believe the future of business requires more open-minded leadership, a greater willingness to look outside your own industry, the ability to curate ideas, and of course … more non-obvious thinking!

We would love to help you prepare for the future and create a world with more non-obvious thinkers.

Let’s talk about how we can help!

Email info@nonobviouscompany.com →

The World Is
Filled With Noise.