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Rohit Bhargava - The Super Human Art of Predicting the Future

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INBOUND 2015

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Rohit Bhargava - The Super Human Art of Predicting the Future

  1. 1. THE SUPER HUMAN ART OF PREDICTING THE FUTURE 5 Trends That Will Change Your Business Rohit Bhargava AUTHOR | MARKETER | ENTREPRENEUR
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  3. 3. D »i It‘) 1:03 515,1 0 ¢”"[: ] Ed Sheeran "Grade 8" - NP Sessions Now Playing Magazine uawrw-mac ' E Subscribe
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  5. 5. u > 7 not (i xna v-, Ed Sheeran Grade 8“-NPS sssss ns & . '‘, ‘'? t‘. ’‘ V D ‘a S L i p »| 1)) 203/354
  6. 6. . , y I ' 1 , . A . , f . 1 " / A . ‘ - / 5 . J. . . ’ . _o . . . '. . .1 . J '‘ >. , . / u. _ . JV ‘ ‘ “I A NOT A SPEED ER I AM A SPEED UNDERSTANDER” - ISAAC ASIMOV
  7. 7. I WHY IS BEING A SPEED UNDERSTANDER SO IMPORTANT?
  8. 8. ’ WHY PREDICTING THE FUTURE MATTERS HOPE KNOWLEDGE
  9. 9. ’ WHY PREDICTING THE FUTURE MATTERS HOPE UNHAPPY KNOWLEDGE
  10. 10. i WHY PREDICTING THE FUTURE MATTERS HOPE UNHAPPY PESSIMISTIC KNOWLEDGE
  11. 11. ' WHY PREDICTING THE FUTURE MATTERS HOPE ANNOYING UNHAPPY PESSIMISTIC KNOWLEDGE
  12. 12. ' WHY PREDICTING THE FUTURE MATTERS HOPE PROFITABLE ANNOYING AND HAPPY UNHAPPY PESSIMISTIC KNOWLEDGE
  13. 13. SO WHAT IS A TREND? A TREND IS A CURATED OBSERVATION ABOUT THE ACCELERATING PRESENT
  14. 14. ‘ Q A v 3 Elements Of Great Trends ACCELERATION NON OBVIOUS TREND | |V| (5 #NONOBV| OUS #| NBOUND15 C3 @ROH| TBHARGAVA
  15. 15. I BUT WAIT BITTRUETHAT ANYONE CAN PREDICT THE FUTURE?
  16. 16. Z? HOV! TO PREDICT THE FUTURE: The Real Secret Behind Seeing Non—Obvious Trends ésasxezmigissulslsss 'f. ‘:l, |£. l.E. '.l. !.l! l§. |,. '!EI Elsgi: m:n-l; l:m: ii¢1v: x'1.s: ..
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  18. 18. SOMETIMES TO MOVE FROM NOISE TO MEANING, YOU HAVE TO CURATE AN EXPERIENCE.
  19. 19. TREND CURATION TECHNIQUES The Haystack Method smu_: ui:1iuc: - l, '¢, T1f91,: I3(¢, '1;', ,lI, uT‘, ,I, £‘- Save Curate Interesting Into Ideas Clusters EI£lE"I, £ I In‘ R1 A‘ [:1 I4 ll -‘ (9? Identify Create Broader Elegant Themes Descriptions :1 : (o'l I . ‘ [ea Validate Without Bias The Haystack Method describes a process where you first focus on gathering stories and ideas (the hay) and then using them to define a trend (the needle) that gives meaning to them all collectively. #NONOBV| OUS #| NBOUND15 @ROH| TBHARGAVA
  20. 20. I THE BOTTOM LINE: GREAT TRENDS ARE CURATED NOT SPOTTED
  21. 21. THE HOPEOBVIOUS TREi+‘_‘DS: 5 Trends That Will Change Your Business In 20i5.. . I F“? I 3;. ?5:1.a‘l2Itl. ,JiIY4,! !l! !~: t 'f. ‘:l, |£. |.E. '.l. !ll! l§. |,. '.! !~'I El sgi: a-1:1:-l;1:m: :§: v:x'1:; :..
  22. 22. ADAPTED FROM: NON I TREND #1 OBVIOUS UNPERFECTION Brands strive to be more human by showing their flaws and sometimes choosing to be imperfect on purpose. | MG #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  23. 23. 2015 TREND EXAMPLE - UNPERFECTION Cmca 8: Uggs {fl
  24. 24. n—— , Wired Magazine - Wrong Theory | MG #NONOBVlOUS #| NBOUND15 la @ROHlTBHARGAVA
  25. 25. 2015 TREND EXAMPLE - UNPERFECTION Intermarché Inglorious Foods / J LL, | |V| G #NONOBVlOUS #lNBOUND15 L‘! @ROHlTBHARGAVA
  26. 26. 2015 TREND EXAMPLE - UNPERFECTION i Flawed Foods 58$? BUSINESS Dominos, McDonald's, Others Work To Make Their Food Look Authentically Imperfect By CANDICE CNOI ‘ ‘ _ | MG #NONOBV| OUS #lNBOUND15 @ROHITBHARGAVA
  27. 27. 2015 TREND EXAMPLE - UNPERFECTION Hf-.1 m It‘ F ITIT {far A 7 H n is M ~——~ I‘; 1 5 I " ‘ 7 ‘ "7 "73 1)0n’t / A S’ ronarme 1 1_asknner , ?"'}'. % EXCELLENTIN I as TI totake f -n , * ‘/ Lusme I I[; Y011t0the 7 J LUGGAGE i . ~ Brinker _ - 2 ; ms‘a'm'um HANS BRINKER BUDGET HOTEL —_-. Ea‘ I -wwn AMSTERDAM ~ xv ““""“" +31 (0)20 622 0.597 hens-brinkencom 1‘ I 1 W [MG #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  28. 28. ._ 2015 TREND EXAMPLE - UNPERFECTION -7: , Hans Brinker Amsterdam NOW MORE nouns NOW EVEN MORE A wmn w 1[+]+9B; ?'N -. -- -. -%: ._: -: ENTRANCE Welcome to the Hans Brinker Budget Hotel, Amsterdam. The Hans Brlnker Budget Hotel has been proudly d1sappo1nt1ng travellers for forty years. Boasting levels of comfort comparable to a minimum—seourity prison, the Hans Brinker also offers some plumbing and an 1nterm1ttently open canteen serv1ng a u1de range of dishes based on runny eggs. | MG #NONOBVlOUS #| NBOUND15 Q @ROHITBHARGAVA
  29. 29. ’ 2015 TREND EXAMPLE - UNPERFECTION , Hans Brinker Amsterdam .15’, . / NHL . tt. ./ . I;.4/ . ' . ,4M4. V1.1; a/ Au -1 | MG #NONOBVlOUS #lNBOUND15 Q @ROHlTBHARGAVA
  30. 30. IMG 2015 TREND EXAMPLE - UNPERFECTION , Hans Brinker Amsterdam F ‘ ‘ ‘ ‘ ‘ ‘ ‘ ‘ ‘ " ‘ ' ' ‘ ’ ‘ “ ’ ‘ ‘ ‘ " ’ “ _ _ ' ’ _ T ' ' ' ' ‘ ‘ ‘ _ _ _ ' ' T ’ ' ' ' "7 I I I . 1-x-___l _____ _: oi SHAMPUU -2 _ _ _ _ _ _ _ _ _-I_-________, _tL_________-_____J #NONOBVIOUS #| NBOUND15 Q @ROH| TBHARGAVA
  31. 31. IMG 2015 TREND EXAMPLE - UNPERFECTION H 2” F W liar . 7 M Games Room Now Open w #NONOBV| OUS #| NBOUND15 J“ M @ROHlTBHARGAVA
  32. 32. 2015 TREND EXAMPLE - UNPERFECTION F - H"-.1 Ii! " F W liar . 7 M in M Where to stay in Amsterdam. Hotel L’Europe. Hotel Krasnapolsky. Intercontinental Hotel, Amsterdam. Amstel Hotel. Hire an apartment. Hire a houseboat. B&B. A friend's couch. A campsite. waiting room, Central Station. A sleeping bag by the side of the motorway. Back of burned—out car. Under a bail of hay. an abandoned mine shaft. 15. The Hans Brinker Budget Hotel, Amsterdam. ‘ unmarked grave. o-i-o-I-KOCD~. lOuUIJ>bJNI- ¢, .3N, ..Q. ... ... .. | iv]G #NONOBV| OUS #lNBOUND15 @ROHlTBHARGAVA
  33. 33. 2015 TREND EXAMPLE - UNPERFECTION F - H"-.1 Ii! " F W liar . 7 M in M HAHS BIIIHKEH BUDGET HOTEL BUT WE'll BO OUR BEST. HANS BHIHIIEH BIIOEET HOTEL BUT WE'LL IIO OUR BEST. IT CAN'T GET AHY WORSE. “""""""""’”“" IT BAH'T BET ANY WORSE. ""‘"’“"“""""‘" I ’ . ,.; LM ( ‘ :4—¥ —; —;__. J r T :7 | MG #NONOBV| OUS #lNBOUND15 @ROHlTBHARGAVA
  34. 34. HOW TO USE THIS TREND UNPERFECTION: 5 STEAL THIS IDEA! THE IDEA: Use the truth to embrace your imperfection. _ , , |MG #NONOBVlOUS #lNBOUND15 Q @ROHITBHARGAVA
  35. 35. ADAPTED FROM: NION I TREN D #2 OBVIOUS THE RELUCTANT MARKETER Brands increasingly use content instead of promotion to educate, engage and sell. | MG #NONOBVlOUS #| NBOUND15 @ROHlTBHARGAVA
  36. 36. 2015 TREND EXAMPLE - THE RELUCTANT MARKETER . ; F Tall 1 Ti ell ITTI 3? DADDY, INSTEAD or A STORY, CAN YOU READ ME SOME BRANDED CONTENT? ’ o morketoonistcom [MG #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  37. 37. 2015 TREND EXAMPLE - THE RELUCTANT MARKETER Weber Grills PEREIIE WEBER lE IIOSTIIE GIMME lIlllTlIlIA BARBECUE I VOSTIII SEIIVIZI = II ‘II, ‘I'‘ . . : " V PER LA FELICITII DEI GIRAMUNDU BIB uluux SM? “ llIflflI'-. 7 '_ wEB. EB° GRILL‘ 7 Bllllllllfi s u E L "T ' #NONOBV| OUS #| NBOUND15 . n. . , WEBEI-TS NEW REAL GRI_L_L_ING lll[ ULIII-HIE CI7J[lV. B(JLIK IUF4. [TU-IV l’J«CK‘II'-RU wFllllF v Q @ROH| TBHARGAVA
  38. 38. ’ 2015 TREND EXAMPLE - THE RELUCTANT MARKETER , Teatreneu Barcelona | MG #NONOBVlOUS #lNBOUND15 Q @ROHlTBHARGAVA
  39. 39. . Hilton Suggests 3 1' 2323313‘; HILTON Hilton Suggests fix I I‘Il(I’lS>L. .}€1': :»I:7- @BobOnTheGo Welcome to DC! Check out BGR Burger. Awesome food, better atmosphere. ‘KT I IILTQN SUGGESTS We've got the answer. _ I SUGGESTS Ask @HnltonSuggesls | MG #NONOBVlOUS #lNBOUND15 Q @ROHlTBHARGAVA
  40. 40. ’ HOW TO USE THIS TREND THE RELUCTANT MARKETER: 3 STEAL THIS IDEA! THE IDEA: Tell a better LLHE KIKKOMAN CREED | MG #NONOBVlOUS #lNBOUND15 Q @ROH| TBHARGAVA
  41. 41. ADAPTED FROM: TREN D #3 W! OBVIOUS EVERYDAY STARDOM Growing personalization leads consumers to expect more moments where they can feel, act, and be rewarded like a celebrity. | MG #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  42. 42. 2015 TREND EXAMPLE - EVERYDAY STARDOM % F fix‘ Yr” __ ~L7 A, _r* 7, ‘ K» _ . : 1 Ar; M: r I aim T T E ‘ —‘ ‘M. J. “ I 1‘-. r‘ I. ’7‘~ {J ‘x, [MG #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  43. 43. g 2015 TREND EXAMPLE - EVERYDAY STARDOM x , YouTube Stars | MG #NONOBV| OU$ #| NBOUND15 @ROHITBHARGAVA
  44. 44. 2015 TREND EXAMPLE - EVERYDAY STARDOM -m-In-its on: r:n. :uc ru1|r. :sH; .» : :um. :): r:m; :g: w 9*’-F‘, :'! 'H. '”-rI; fl,|1*r KVIKV-rlll 0'. »-4,r¢. ‘r| _;. ~>~‘_: ,-'A. s: : «-, :mn: h-an 9!-1VH-ilIYIe7i1LI'. 'hirl1i“-r1|= _|'r¥r HIM’-1r"'(-1H1~‘H-1|-flilil-(J‘('l! E Kona Coast, Hawaii, USA G “W W‘ "W Thu 6 — Mon 10 August 2015. 4 nights. 1 room. 2 adults rererv‘ Sr: ~.1'c*c< Narrow results: 72 holels son 1:, ourravomos Slars v Drsrancu V Guest mung Name conlalns ‘ I Panlolo Greens at Walkoloa Vrlla e was! booked 7 hours ago» 9 Loved by guesls (-1'It~‘. -i-1H"4iI-1— SB—17£5W: mo! a:n Road Wavkmoa M 56738 Umted Starts ass-538-0317 $441 $114 iii Average N| grmy Rate Excenem ~ ‘-“" 5‘ M“ ‘5‘ I ' Karma Cons! - Waw<oL7a 4.5 r 5 0 ~ 500+ ~ I3'm‘: :SID Crryccnrer 21 mesru KaH.1a~Kona H! _><oA—><ona mu 445 - mes: Slars 21: 3: 49: St Guefimflnn Compare prices TVa. 't3lOCII‘, ‘ $122 <3-: -tzrroamcmrr $122 Orbrlz $122 Expvdra 5122 [MG #NONOBV| OUS #lNBOUND15 @ROHlTBHARGAVA
  45. 45. ’ 2015 TREND EXAMPLE - EVERYDAY STARDOM Bollywood Wedding Cinema | MG #NONOBVlOUS #lNBOUND15 (3 @ROHlTBHARGAVA
  46. 46. HOW TO USE THIS TREND EVERYDAY STARDDM: —; STEAL THIS IDEAI THE IDEA: Wei“ 3 expemence here ’ cam ]Iiv]G #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  47. 47. IMG ADAPTED FROM: NEON‘ OBVIOUS TREND #4 . , EXPERIMEDIA I Social experiments and real life interactions become entertaining narratives and forms of media. #NONOBV| OUS #| NBOUND15 @ROH| TBHARGAVA
  48. 48. . 2015 TREND EXAMPLE - EXPERIMEDIA @ Dove Real Beauty Sketches
  49. 49. IMG 2015 TREND EXAMPLE - EXPERIMEDIA Esther I-long ‘ -2:: $2533 -°“ot“‘o~*‘°o“ov“‘x9“~at"‘"‘ This Woman Had Her Face Photoshopped In Over 25 Countries To Examine Global Beauty Standards Through her work. Esther Honig hopes to dlscover If a global beauty standard actually exlsls. . «r? '*. at-2’? e’«: :>&r; i;. ‘-. r~ A ‘Ir - A " I __ ‘K <rr~ I , ,, , . T / )/ W T v «. ‘.. ‘, .,, .,. ,.. .». :. ‘ L I #NONOBVlOUS #lNBOUND15 @ROH| TBHARGAVA
  50. 50. 2015 TREND EXAMPLE - EXPERIMEDIA Daniel Gibert & Prudental l (. - -’-in, I 1“. . J: K ‘ "" / / . .i3: I (/ " 1;; 4 _. A ‘ ~. .b“4“""x4‘« '. A Pmdential Perspective ]liv]G #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  51. 51. BEHIND THE SCENES OF PRUDENTIAL’S ' ”T"7.K”lL. ..T LT LATEST SOCIAL EXPERIMENT IT" ‘IT , T . h I ‘ [I_ I [ CAN BEIE/ -t. 'Il. TG H __ » — A v I ‘ worm) RECUSD ": “": ‘_’ jl '. ~,': ‘~£r-ET-‘. ‘f*.4 ~-‘, TEACH US ABOUT KIN‘-‘~"+. ‘.. “’ g -14%; INVESTING? ‘I I, ‘ If ‘ ‘X 4 I E I J ‘ , ullllIA-_ . LT T’ "T I T _ TL: ,, _ DANIEL GILBERT ‘ Professor of Psychology I Y r
  52. 52. HOW TO USE THIS TREND EXPERIMEDIA: STEAL THIS IDEAI Share your : ::: ::: ::: y H own social I experiments . ... ... ... ... ul | MG #NONOBVlOUS #lNBOUND15 (3 @ROH| TBHARGAVA
  53. 53. IMG ADAPTED FROM: NEON‘ OBVIOUS TREND #5 . , REVERSE RETAIL I High-touch in-store experiences build brand affinity while brands drive purchases and fulfillment online. #NONOBV| OUS #| NBOUND15 @ROH| TBHARGAVA
  54. 54. » 2015 TREND EXAMPLE — REVERSE RETAIL , Bonobos | MG #NONOBV| OUS #| NBOUND15 Q @ROHlTBHARGAVA
  55. 55. 2015 TREND EXAMPLE - REVERSE RETAIL Tesco -= South Korea IMG #NONOBVlOUS #lNBOUND15 @ROHlTBHARGAVA
  56. 56. ’_ 2015 TREND EXAMPLE - REVERSE RETAIL Diesel Spain | MG #NONOBVlOUS #lNBOUND15 G! @ROHlTBHARGAVA
  57. 57. hfiG HOW TO USE THIS TREND REVERSE RETAIL: STEAL THIS IDEAI THEIDEA: fireate a sensory moment to share #NONOBV| OUS #| NBOUND15 @ROH| TBHARGAVA
  58. 58. Based On The Bestselling Trend Series / iewed Over Half A Million Times On/ ine! ENCTINEERED SMALL ADDICTION DATA . : . in ioven. LHB '2 S i ’” ” '1. mm Seller R°"". ‘i". ‘F3§. ‘L, ., ~ r "TN A GLANCE/ ABLE BRANDED TEXT"NONOBVlOUS”T033444 CONTENT % NI VOI NC
  59. 59. D THE “HOW TO” SECTION OF THIS TALK 5 Habits To Build Your Super Human Skills Of Predicting The Future I F’) I 93 ? .-7:19 K21mx2lsA! A,! !1!I~3 ‘5i:1tIgIsss1!Ii. I.-Iii? ‘ El : @i: m:IIl23:m: mi‘l. s3i.
  60. 60. 5 HABITS OF TREND CURATORS EXCERPTED FROM THE BOOK OEEBREVET NON-OBVIOUS T by Rohit Bhargava _ Seewhat I Others Miss mnon nus-ms somouev _ BE _ CURIOUS Wnil sun: Journal I1 A aosmnu NON OBVIOUS Always Ask Why 4 H W To Think Differenl. o Curate Ideas 5- Predict The Future . _BE_ _BE_ ' THOUGHTFUL ELEGANT Take Time I. Craft Beautiful to Think :7 Ideas /9 '; 'r: .'. ”" .42,’-‘ 'sr/ o/Ago-Non «-' as E
  61. 61. B HOW TO BE OBSERVANT TIP: WAICH P QOC —ss HS IN ACTION
  62. 62. I: I: I-IOIR. ’ TO : 'I ~I If I IP: l: l/ IPA I-I lzt WITH M ? §iEK! .lM. !!E§IA! !l! !§ ii. -'41I; .I: -.5gI. I'! .I El : m;: .i-i; ;.: sIi.
  63. 63. HOW TO BE FICKLE : NOI : S WITH SHAH
  64. 64. :': °V(. ' TO II» IHI II I: :I: ':I TIP: WAIT A MOMENT 4 . : . . . .3 / ., / I J . 4 M 3 S» 4 . . . _ 2 , , , . _ K , .// /., .. /I ‘d x . _/ /Z: /, , _; .3 . f/ / 1, , I . I — I I . .2 C. r/ a o 5. __. .. 1.1 I. ,.. .,, .. x / , _ C x. . / 1’ / I . ,. . . . t. .fw. . . _ 4. six / I , 0. , ,. 3.. . I 41.10, 4 .1 ‘Wm 4'. _: l ‘Hi I WWI. » 7.: . H. - V i, .l . : . mi. au“o, .i . I.. ... ..W, .M, ..-. . Mu. »i n . . #5./ ..a. %'1. 4 . I_§ vv. ¢%. ~, J». awh W i M. .. .: . /. ,: 3 Kwm: ‘H. : . .: , .., ,.$: 5 5. I Rxxw. ‘S . I xs_j. f , . : _ : £9.I; :.lIl . B_ ‘-: ’.'Z1|£. l J
  65. 65. |MG T I BE _) DI U5: HOW TO ELEGANT O: I IC JHINCI #NONOBVIOUS #| NBOUNDI5 JL IUIROH ITBHARGAVA
  66. 66. . , y I ' 1 , . A . , f . 1 I. / A . ‘ - / 5 . J. . . ’ . _o . . . '. . .1 . J '‘ >. , . / u. _ . JV ‘ ‘ “I A NOT A SPEED ER I AM A SPEED UNDERSTANDER” - ISAAC ASIMOV
  67. 67. GET A FREE COPY AND MORE! Ba’ On The ems» I , Trend. mJS Vlel OverH. )lIA mm limes me’ TEXT “NONOBVIOUS" TO 33444 TEXT “NONOBVIOUS” TO 33444
  68. 68. TITQITIT ‘ iii 0 Q0 IFJ Y ‘TTTTI 'T"': I"’7’. TT: 'L"’T'. “_""'. '”‘T5" £""""“"‘/7' ‘T-‘VT? "V moan‘, no . _I “>4- no “L1: . ~~w -was-r ‘ gr "i, .5 '1/. y_”g. . V‘: 'w»' , I——-‘.4 V, ‘ . ,,i_‘, 740;, -"—g_flD »— W . .,r ,1’. W , _ - w _ _ - . - . . / IA4 , ‘ , ( '. A‘1.fi. :"IiJ—‘. I as ~‘£. _ . «I —v mils I. .n Van» STRATEGY, AGENCY AND CONFERENCES + STO RYTELLI NG + BRAND COACHING TEAM RETREATS TRENDS
  69. 69. |MG ABOUT ROHIT: The Full Bio Rohit Bhargava is the founder of the Influential Marketing Group and a longtime digital marketing pioneer that has advised global brands on digital and social strategy for more than I5 years. He helped start the first digital and interactive division at Leo Burnett back in 2000 while living in Australia, and later co-founded the world's largest group of social media strategists in 2004. just six months after joining Ogilvy in the US. RohRBha| gava rohit@trustimg. com @rohitbhargava He is the winner of a Gold Atticus thought leadership award from WPP and has published five best selling business books on topics as wide ranging as how to build a more human brand. the future of healthcare. and trends changing the way we buy and sell anything. Likeonomics, his second book . was shortlisted for Best Sales/ Marketing Book Of 20l2 and ranked the #7 best selling book in America when it was first published. His latest book Non—Obvious focuses on how anyone can learn to curate ideas and find business trends. A sought after speaker. he has been invited to deliver keynote presentations in 27 countries around the world, spoken at 2 TED>< events, and routinely delivers more than IOO presentations a year to audiences ranging in size from 5 to 5000. Outside of his consulting and speaking. Rohit is a Professor of Global Marketing at Georgetown University. and lives in the Washington DC area with his wife and two young sons. He is a lifelong fan of anything having to do with the Olympics (he's been to four so farl), and actively avoids anything having to do with cauliflower (yuckl). #NONOBVIOUS #INBOUND15 @ROH| TBHARGAVA

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