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b'\\u201cI don\\u2019t look far enough ahead to call myself a futurist.\\u201d Instead, Rohit Bhargava focuses on being a \\u201cnon-obvious\\u201d trend curator, to the benefit of brands big and small. Each year since 2011, he has curated the digital trends businesses need to be aware of in his Non Obvious book series. The 2017 edition just came out and I couldn\\u2019t wait to ask Rohit about it on the On Brand podcast.\\nAbout Rohit Bhargava\\nRohit Bhargava is a \\u201cnon-obvious\\u201d trend curator, founder of the Influential Marketing Group, and an expert in helping brands and leaders be more influential. He is the Wall Street Journal best-selling author of five books on topics as wide ranging as the future of business, building a brand with personality, and why leaders never eat cauliflower. Rohit has advised hundreds of global brands and also teaches marketing at Georgetown University. A two-time TEDx speaker, Rohit has keynoted events in 31 countries and is regularly featured as a marketing expert by media such as The New York Times, Harvard Business Review, and NPR.\\nEpisode Highlights\\nWhy Rohit does \\u201cthe dumbest thing you could do as an author\\u201d \\u2026 Because he keeps revising the same book. \\u201cI rewrite 35% of the book each year!\\u201d Since 2011, Rohit has curated 15 trends we need to be aware of. This along with his treatise on the future makes up his Non-Obviousbook series which tracks trends in the areas of Culture and Consumer Behavior, Marketing and Social Media, Media and Education, Technology and Design, and Economics and Entrepreneurship.\\nWhy your brand needs to embrace \\u201clovable imperfection.\\u201d Rohit told us about how today\\u2019s irrational customers often require brands with lovable imperfection. \\u201cThese are those brand who aren\\u2019t afraid to be flawed.\\u201d Like Jackie Chan having fun with his audience during the outtakes of his movies.\\nWhat trends haven\\u2019t changed since Rohit began Non-Obvious? \\u201cThe universal human principles. What we like, what we don\\u2019t like, and why. How technology is impacting our lives\\u201d is what\\u2019s changing. The human factors are the constant.\\nWhat\\u2019s an \\u2018anti-trend\\u2019? \\u201c Once something is identified as a trend, there\\u2019s always something that comes forward and succeeds by doing the opposite.\\u201d It\\u2019s important to note that this contrarian success doesn\\u2019t negate the impact of the initial trend.\\nWhat\\u2019s one trend that businesses aren\\u2019t thinking enough about? \\u201cThe role that technology is playing in our lives \\u2014 even in ways we don\\u2019t know.\\u201d\\nWhat brand has made Rohit smile recently? \\u201cInnocent Drinks \\u2014 out of the UK. They make smoothies and are very British with their humor. Like their bottles that say, \\u2018Stop Looking at My Bottom.\\u2019\\u201d (Below.) We\\u2019re smiling just looking at it!\\nTo learn more, go to rohitbhargava.com.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026\\nSpeaking of trends \\u2026 recently former On Brand podcast guest Bryan Kramer released a list of 70 social media and content marketing trends from experts including several other former guests of the show. Check it out now!\\nDid you hear something you liked on this episode or another? Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast \\u2013 You can subscribe to the show via iTunes, Stitcher, and RSS.\\n\\n\\nRate and review the show \\u2013 If you like what you\\u2019re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book \\u2014 Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at Amazon and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'