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"Non-Obvious" focuses on "connecting the dots" with all of the data around us to make sense of the present and better predict the future. The book focuses particularly on areas that are of interest to marketers: marketing, technology, design, behavior, economics, and education and provides predictions on what might shape these areas in the future. The author then describes the process used to come up with these predictions and helps readers identify trends of their own. The book also takes a step back and reviews trend predictions from the past so readers can get a sense of how the whole "predicting the future based on trends" worked in hindsight.



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