Keynote Presentation: Non-Obvious - How To Think Different

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Keynote speech delivered by Rohit Bhargava at KFAS event in Kuwait City.

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Keynote Presentation: Non-Obvious - How To Think Different

  1. 1. @rohitbhargava | #nonobvious NOVEMBER 13, 2016 | KUWAIT CITY @rohitbhargava | #nonobvious Rohit Bhargava TrendCurator,Storyteller,NiceGuy Non-Obvious: How To Think Different CONFIDENTIAL – DO NOT SHARE OR DISTRIBUTE
  2. 2. @rohitbhargava | #nonobvious THE NORWEGIAN BILLIONAIRE’S QUIRKY HABIT …
  3. 3. @rohitbhargava | #nonobvious
  4. 4. @rohitbhargava | #nonobvious
  5. 5. @rohitbhargava | #nonobvious SOMETIMES TO MOVE FROM NOISE TO MEANING, YOU HAVE TO CURATE AN EXPERIENCE
  6. 6. @rohitbhargava | #nonobvious I AM NOT A SPEED READER I AM A SPEED UNDERSTANDER - Isaac Asimov
  7. 7. @rohitbhargava | #nonobvious WHAT IF YOU COULD LEARN TO SEE WHAT OTHERS MISS?
  8. 8. @rohitbhargava | #nonobvious WHAT IS A NON-OBVIOUS TREND?
  9. 9. @rohitbhargava | #nonobvious A NON-OBVIOUS TREND IS A UNIQUE CURATED OBSERVATION OF THE ACCELERATING PRESENT Non-Obvious Trends Definition
  10. 10. @rohitbhargava | #nonobvious 3 ELEMENTS OF NON-OBVIOUS TRENDS Non-Obvious Trends Overview
  11. 11. @rohitbhargava | #nonobvious Non-Obvious Trends How To Use Trends ... Apply Focus To Brainstorms
  12. 12. @rohitbhargava | #nonobvious Non-Obvious Trends The Industry Myth WHAT ABOUT OUR INDUSTRY?
  13. 13. @rohitbhargava | #nonobvious Non-Obvious Trends The Industry Myth PLUM APRICOT PLUOT
  14. 14. @rohitbhargava | #nonobvious
  15. 15. @rohitbhargava | #nonobvious Haystack Method Overview
  16. 16. @rohitbhargava | #nonobvious Haystack Method Step 1 - Gathering
  17. 17. @rohitbhargava | #nonobvious Haystack Method Step 1 - Gathering
  18. 18. @rohitbhargava | #nonobvious Haystack Method Step 1 - Gathering
  19. 19. @rohitbhargava | #nonobvious Haystack Method Step 2 - Aggregating
  20. 20. @rohitbhargava | #nonobvious Haystack Method Step 1 - Gathering
  21. 21. @rohitbhargava | #nonobvious Haystack Method Step 2 - Aggregating
  22. 22. @rohitbhargava | #nonobvious Haystack Method Step 2 - Aggregating
  23. 23. @rohitbhargava | #nonobvious Haystack Method Step 3 - Naming
  24. 24. @rohitbhargava | #nonobvious Haystack Method Step 3 - Naming
  25. 25. @rohitbhargava | #nonobvious Haystack Method Step 4 - Elevating
  26. 26. @rohitbhargava | #nonobvious Haystack Method Step 4 - Elevating
  27. 27. @rohitbhargava | #nonobvious Haystack Method Step 5 - Proving
  28. 28. @rohitbhargava | #nonobvious About the Trend Report • Over 1 million readers so far • 105 trends predicted over 7 years • Trusted by some of the largest brands in the world
  29. 29. @rohitbhargava | #nonobvious THE TRENDS @rohitbhargava | #nonobvious 7 Trends That Will Change Your Business
  30. 30. @rohitbhargava | #nonobvious DESPERATE DETOX NON-OBVIOUS TREND #1 As technology, media clutter and physical things increase the complexity of our daily lives, people seek new ways to enjoy more moments of reflection by simplifying. W H A T’S TH E TR E ND ?
  31. 31. @rohitbhargava | #nonobvious SlowTV–Norway DESPERATE DETOX | EXAMPLE 2 0 1 7 Source: Link here
  32. 32. @rohitbhargava | #nonobvious EatingWithoutNoise-Spain DESPERATE DETOX | EXAMPLE 2 0 1 7
  33. 33. @rohitbhargava | #nonobvious IntrepidTravel–DigitalDetoxTours DESPERATE DETOX | EXAMPLE 2 0 1 7
  34. 34. @rohitbhargava | #nonobvious HealingHolidays DESPERATE DETOX | EXAMPLE 2 0 1 7
  35. 35. @rohitbhargava | #nonobvious  Simplify without dumbing down HOW TO USE THIS TREND | STEAL THIS IDEA! DESPERATE DETOX:
  36. 36. @rohitbhargava | #nonobvious STRATEGIC DOWNGRADING NON-OBVIOUS TREND #2 As products and services become excessively Internet-enabled consumers opt for simpler, cheaper or more functional versions instead. W H A T’S TH E TR E ND ?
  37. 37. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious John Deere – Downgraded Tractors STRATEGIC DOWNGRADING | EXAMPLE 2 0 1 6
  38. 38. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious The Blackphone STRATEGIC DOWNGRADING | EXAMPLE 2 0 1 6
  39. 39. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Rise In Print Book Sales STRATEGIC DOWNGRADING | EXAMPLE 2 0 1 6
  40. 40. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Kyle Wiens - iFixit STRATEGIC DOWNGRADING | EXAMPLE 2 0 1 6
  41. 41. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Retro Media STRATEGIC DOWNGRADING | EXAMPLE 2 0 1 6
  42. 42. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Abbreviated Sports STRATEGIC DOWNGRADING | EXAMPLE 2 0 1 6
  43. 43. @ROHITBHARGAVA#NONOBVIOUS HOW TO USE THIS TREND STRATEGIC DOWNGRADING: STEAL THIS IDEA!  Offer a downgraded mode.
  44. 44. @rohitbhargava | #nonobvious BRANDED UTILITY NON-OBVIOUS TREND #3 Brands use content marketing and integration with business operations to find more helpful ways to add value to customer’s lives through utility. W H A T’S TH E TR E ND ?
  45. 45. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Weber Grills BRANDED UTILITY | EXAMPLE 2 0 1 6
  46. 46. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Brand Magazines BRANDED UTILITY | EXAMPLE 2 0 1 6 iQ by Intel The Furrow byJohnDeere Pineapple byAirbnb
  47. 47. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Fitness App Utility BRANDED UTILITY | EXAMPLE 2 0 1 6
  48. 48. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Financial Industry “Appquisitions” BRANDED UTILITY | EXAMPLE 2 0 1 6
  49. 49. @ROHITBHARGAVA#NONOBVIOUS HOW TO USE THIS TREND BRANDED UTILITY: STEAL THIS IDEA!  Answer questions unexpectedly.
  50. 50. @rohitbhargava | #nonobvious B2BEYOND MARKETING NON-OBVIOUS TREND #4 B2B brands embrace their humanity, take inspiration from other sectors and focus more broadly on marketing to decision makers as people first and buyers second. W H A T’S TH E TR E ND ?
  51. 51. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Restaurant Impossible + Sysco B2BEYOND MARKETING | EXAMPLE 2 0 1 6
  52. 52. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious GE – Imagination At Work B2BEYOND MARKETING | EXAMPLE 2 0 1 6
  53. 53. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Caterpillar Testing Facility B2BEYOND MARKETING | EXAMPLE 2 0 1 6
  54. 54. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Volvo – Epic Split B2BEYOND MARKETING | EXAMPLE 2 0 1 6
  55. 55. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious PPG – Glenn The Glass Guy B2BEYOND MARKETING | EXAMPLE 2 0 1 6
  56. 56. @ROHITBHARGAVA#NONOBVIOUS HOW TO USE THIS TREND B2BEYOND MARKETING: STEAL THIS IDEA!  Make your message simpler, not dumber.
  57. 57. @rohitbhargava | #nonobvious VIRTUAL EMPATHY NON-OBVIOUS TREND #5 A rise in virtual reality experiences leads to greater human and corporate empathy due to the immersive ability to see the world through unfamiliar eyes. W H A T’S TH E TR E ND ?
  58. 58. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious VR Devices Go Mainstream VIRTUAL EMPATHY | EXAMPLE 2 0 1 6
  59. 59. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Stanford Human Interaction Lab VIRTUAL EMPATHY | EXAMPLE 2 0 1 6
  60. 60. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Clouds Over Sidra VIRTUAL EMPATHY | EXAMPLE 2 0 1 6
  61. 61. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious R70i Aging Experience Suit VIRTUAL EMPATHY | EXAMPLE 2 0 1 6
  62. 62. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious SnowWorld – VR for Pain Relief VIRTUAL EMPATHY | EXAMPLE 2 0 1 6
  63. 63. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious Guardian – Solitary Confinement VR VIRTUAL EMPATHY | EXAMPLE 2 0 1 6
  64. 64. @ROHITBHARGAVA#NONOBVIOUS HOW TO USE THIS TREND VIRTUAL EMPATHY: STEAL THIS IDEA!  Create your own low cost VR “testing lab.”
  65. 65. @rohitbhargava | #nonobvious INSOURCED INCUBATION NON-OBVIOUS TREND #6 Inspired by the startup incubator model, companies launch innovation labs, bring innovators in house, and provide support for “intrapreneurship” to thrive. W H A T’S TH E TR E ND ?
  66. 66. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Content Studio Exposion
  67. 67. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Citi Innovation Labs – Tel Aviv, Dublin, SF + Singapore Image Source: http://thefinancialbrand.com/52177/7-of-the-coolest-innovation-labs-in-banking/
  68. 68. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Standard Bank Playroom - Australia Image Source: http://thefinancialbrand.com/52177/7-of-the-coolest-innovation-labs-in-banking/
  69. 69. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Coca-Cola – The Bridge
  70. 70. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Marriott CANVAS for Culinary Entrepreneurs
  71. 71. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Wendy’s 90 Degree Labs
  72. 72. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Unilever Foundry
  73. 73. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Westfield Labs
  74. 74. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious INSOURCED INCUBATION | EXAMPLE 2 0 1 6 Nordstrom Labs Evolution
  75. 75. @ROHITBHARGAVA#NONOBVIOUS HOW TO USE THIS TREND INSOURCED INCUBATORS: STEAL THIS IDEA!  Invite innovators into the company
  76. 76. @rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY NON-OBVIOUS TREND #7 The never ending quest to be productive in every moment rapidly evolves into an obsession that underpins expectations for very brand interaction. W H A T’S TH E TR E ND ?
  77. 77. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY | EXAMPLE 2 0 1 6 Coffitivity
  78. 78. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY | EXAMPLE 2 0 1 6 Curators of the Mind
  79. 79. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY | EXAMPLE 2 0 1 6 Autonomous Tracking Products LilySmartCameraTrackingDrone NUASmartCarryOnSuitcase
  80. 80. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY | EXAMPLE 2 0 1 6 App-timizing Your Time Domino’s PizzaTracker WinItParking TicketFighter LucyPhone CallWaiter eCommerce Preorders
  81. 81. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY | EXAMPLE 2 0 1 6 Internet of (Productive) Things Narrative LifeLoggingCamera Hiku BarCodeScanner LifeFuels SmartBottle
  82. 82. @rohitbhargava | #nonobvious@rohitbhargava | #nonobvious OBSESSIVE PRODUCTIVITY | EXAMPLE 2 0 1 6 Zero UI “Zero UI refers to a paradigm where our movements, voice, glances, and even thoughts can all cause systems to respond to us through our environment.” - Danielle Lundquist, Marking + Communications Director, Fjord
  83. 83. @ROHITBHARGAVA#NONOBVIOUS HOW TO USE THIS TREND OBSESSIVE PRODUCTIVITY: STEAL THIS IDEA!  Promise and deliver speed
  84. 84. @rohitbhargava | #nonobvious THE ART OF PREDICTING THE FUTURE @rohitbhargava | #nonobvious 5 Essential Habits To Be A Trend Curator
  85. 85. @rohitbhargava | #nonobvious 5 Habits Of Trend Curators Habit #1 - Be Observant TIP: Watch Processes In Action
  86. 86. @rohitbhargava | #nonobvious 5 Habits Of Trend Curators Habit #2 - Be Curious TIP: Empathize With Unfamiliar Magazines
  87. 87. @rohitbhargava | #nonobvious 5 Habits Of Trend Curators Habit #3 - Be Fickle TIP: Take Notes By Using Sharpies
  88. 88. @rohitbhargava | #nonobvious 5 Habits Of Trend Curators Habit #4 - Be Thoughtful TIP: Wait A Moment
  89. 89. @rohitbhargava | #nonobvious 5 Habits Of Trend Curators Habit #5 - Be Elegant TIP: Use Poetic Principles
  90. 90. @rohitbhargava | #nonobvious 5 Habits Of Trend Curators Recap 1. Be Observant 2. Be Curious 3. Be Fickle 4. Be Thoughtful 5. Be Elegant
  91. 91. + T H A N K Y O U ! CONCIERGE MARKETING WORKSHOPS & TRAINING NON-OBVIOUS KEYNOTES COACHING+MENTORING DIGITAL+TRENDSCONFERENCES+EVENTS GET NEW NON-OBVIOUS INSIGHTS EVERY THURSDAY BY EMAIL! www.rohitbhargava.com/subscribe
  92. 92. @rohitbhargava | #nonobvious ABOUT ROHIT: Rohit Bhargava is the founder of The Non-Obvious Company and a longtime digital marketing pioneer that has advised global brands on digital and social strategy for more than 15 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. 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 2012 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 TEDx events, and routinely delivers more than 100 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 far!), and actively avoids anything having to do with cauliflower (yuck!). rohit@nonobviouscompany.com @rohitbhargava

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