Introducing the highly awaited tenth edition of the Wall Street Journal bestseller and trend report featuring ten bold new megatrend predictions that will shape our world in the coming decade.

What if you could predict the trends that will change your business?

For the past ten years, Rohit Bhargava’s signature annual Non-Obvious Trend Report has helped over a million readers discover more than 100 trends changing our culture.

Now for the first time, Rohit and his team of Non-Obvious trend curators reveal ten revolutionary new Megatrends that are transforming how we work, play and live.

— How might the evolution of gender fluid toys change our culture?

— What can the popularity of handmade umbrellas and board games teach us about the future of business?

— Why do robot therapists and holographic celebrities actually demonstrate the importance of humanity?

The answers to these questions may not be all that obvious, and that’s exactly the point. This completely revised 10th Anniversary edition of Non-Obvious also offers an unprecedented look behind the scenes at the author’s signature Haystack Method for identifying trends, and how you can learn to curate and predict trends for yourself.

You don’t need to be a futurist or innovator to learn to think like one. The key to growing your business or propelling your career into the next decade lies in better understanding the present. The future belongs to non-obvious thinkers and this book is your guide to becoming one.

Winner of the following:

Eric Hoffer Business Book of the Year

Axiom Award Silver Medal (Bus. Theory)

INDIE Gold Medal (Bus. Book)

IPPY Silver Medal (Best Bus. Book)

Non-Fiction Book Award (Gold Medal)

Pinnacle Best Business Book Award