Listen: Predict the Future with these Megatrends from Rohit Bhargava
"This is the time of year that I make my predictions for small a business having a good run for about five years in a row. I've been way off these last few years. My next guest. The person that's always knows what the next trend is reheat. bhargava is the founder of the Non Obvious Company and as an entertaining original and non boring keynoter on Innovation Trust. He previously spend and fifteen years in leadership roles at two renowned AD agencies. Lebron Ogilvy Rohe's Wall Street Journal bestselling author of six books and book by deliver rickie notes in thirty two countries around the world. He's a popular adjunct professor of storytelling at Georgetown University. His new book out this year is called. Non Obvious Mega trends real heat. Welcome back to the show thank you. It's always awesome to talk to you. It's been three and a half years. I looked it up. I know I can't believe leave it. I miss a lot of trends so every year you publish a book with the last nine years you published book on non obvious trends but this year you say this is not MBA mega trends and visited last one. Why are you stopping after it selling so much? Well I think one reason is because I wanted to WHO Head out on top style like one of the big reasons so It was it was kind of time. You know it's been a decade. I've been working on this project for After ten years and every year I do neutra and predictions and it felt like twenty twenty was kind of a significant moment in all of our lives right. If we're doing things differently we're thinking about the world differently. Were kind of projecting forward. It was sort of a perfect time for me to think about how to write this a little bit differently. I'd say twenty twenty and last thing I turned around it was like the year. Two thousand is just crazy the on line that said Twenty twenty was twenty years ago but nineteen eighty was twenty years ago. Exactly exactly so I want to call it a couple of your mega trends. The one you talk about his `gendering you say that traditional gender divisions are replaced with more fluid understanding of gender identity forcing a reevaluation. How we see one another I think for those who are of my generation which is really you know the boomers? We have a hard time with this thing called engendering. Why isn't important in business? Gender used to be this pretty simple Sort of answer to a question right. It was either this or that. It was the second question or the question we asked on a form And and it straightforward and now it's become kind of a statement for a lot of people This is how I wanted to be seen in the world and so you know we we get hung up a lot on this idea of gender and I don't understand understand it and it seems kinda strange and thinking about it but if if we put it in terms of identity as in we all just want to be understood and addressed in the way that we see ourselves you know that makes sense wants to people like I get that you know and so I think for small business owners and for any of us one of the things that we need to think about is are we unintentionally driving people away by just assuming that they fit into the boxers that we put them in so is it another F- for small businesses. We think of as a another way to define persona a buyer's persona and now gender becomes a flower our or a non gender and becomes a factor. Yeah I mean that is that is one piece of it you know. It's the customer personas but the other is just these kind of Unintentional things we might do drive someone away right. I mean. How important is it really for you to ask that sort of question for example In an interaction right. I mean depending on what you're selling you may not necessarily need to know that like if somebody's interested in what you have to sell and you have a great product or you have a great service and you're trying to get in front of somebody buddy like don't lose their attention because you're unintentionally offending them. I thought it was really interesting when I think this with your lift or Uber where you go on and you can set your preferred pronouns so again that is more personalized service and the driver doesn't insult someone unintentionally. Yeah this basic sailed right. I mean anybody who's he's gone through. Sales trading is like oh address customer by name like asking their name and and use their name because everyone loves hearing their name and I think this is a reflection of that too like people want to be addressed with correct Pronoun and yeah. I've been getting emails from people who in their email signature says my preferred pronoun is and they tell you right and I know a lot of a lot of people say yeah well I just don't get it. I'm thinking to myself. It's not for you to get. It's the way they want to be identified and And I think that that that is a great is a great point right. I mean I I think we do kind of get hung up on this. I don't get it I don't understand it You don't have to necessarily understand if someone says my name is so and so you. You don't always know how to pronounce it right. So you ask you do your best and you move on right absolutely well. megatrend number three talk about instant knowledge as as we consume bite-size is knowledge on demand we benefit Hillary more quickly but risk for getting the value of mastery and wisdom. This scenario that I'm really concerned about that. People want instant knowledge but no one's is willing to go deep. has that really affect us. I think there's a couple of ways I mean it's A. It's a great example of a mega trend that it isn't inherently positive or negative. I mean look if I can go onto youtube and I can learn how to fix a leak in my toilet myself like that's awesome. I mean that's great. That's good for everybody What's bad is if all we have is that type type of knowledge and no one ever believes that? It's worth spending that extra time to become a master to become an expert. So how does it affect us in business as we're trying to attract customs that's one of the biggest things one of the biggest tenants of content marketing. You know which I know you talk about. Is We want to educate our customers. Because we're the ones providing the Education Gatien. We're building trust and building credibility and I think this fits perfectly into that because when people want instant knowledge like who do they get it from right. And if you've got for example a financial advisory refer and you're trying to educate your client what they should do with retirement and they're going online to watching videos from someone else. Educating them you know what are they gonNA think right. They're gonNA start thinking well. Why isn't the financial advisor? Educating me why do I feel dumb when I walk into that meeting with my adviser and I don't feel dumb after these videos. Maybe I should make a change. Do you think there's still a place to help people with mastering wisdom because there are some people in Emily that always want to go deeper. Of course yeah I mean I think that that the nice thing about instant knowledge. It's it can be a gateway to mastery and wisdom. Look I can go online and I can watch An acting class with Henry Winkler you know or I can learn how to play the Banjo. Which Steve Martin and those was a great man I'm GonNa but am? I going to be a professional banjo player. Maybe not but that's okay because I can start with that and if I do find something that I love something that I'm passionate about then I'll spend the time because because the thing with mastery and wisdom is for a lot of people we become masters and experts in the things we love it and that's not going to change because that's a human desire in centers in me. Because when I I used to own one thousand nine hundred ninety three Ford Falcon. It didn't have any seat belts in it because they weren't required at the Time Warner and drive it. I need to have seat belt so I go online. I'm thinking how am I going to solve these seatbelts. I wonder if anybody's nobody's ever done it. And of course there was probably six places where you could watch videos of install belt nine hundred sixty three or four falcon. It's like who would've known Yup because the thing about Expertise is and when we learn about things from people like that. They've become an expert because they're passionate about it and one of the things they WANNA do. They WANNA share that expertise Jason. That's really cool that we have instant access to that. I love your megatrend number four. You call revivalism overwhelmed by technology. Complexity people seek out a simpler experienced. I often established and remember more trustworthy. Time that's kind of like a complex statement. I think some people are looking for a place that is simpler but wasn't really more trustworthy the time or just only a couple of sources who were trusted. I think maybe a little of both And I think maybe we remember the past a little more romantically than and we should. But I think that revival isn't was a really interesting one because what it meant to me. And the implication for any small business was sometimes this thing that we consider to be bad this word that we consider it to be bad which has downgraded actually might be good because a lot of times what we think about when we think about downgrade is that it's less optimal but a downgraded experience for example is something that maybe is more humid. I mean there was a great story that I wrote about a grocery brand in the UK the created. Are"