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SEPTEMBER 18, 2023|TECHNOLOGY & SOFTWARE


Coming Soon: Glow-in-the-Dark Houseplants


On a recent visit to Orlando I took a journey outside the Disneyfied areas to do a bioluminescent kayaking tour and it was magical. Bioluminescence is a phenomenon that looks otherworldly, unpredictable and symbolizes the wonder of nature itself. It also feels scarce; something that can only be experienced if you’re willing to travel to far flung destinations ... but imagine if it wasn’t.

A startup called Light Bio just got permission from the USDA to sell a glowing bioluminescent petunia in the United States (they call it the “Firefly Petunia”) and expect to start shipping early next year. Their breakthrough involves infusing plants with the genes that make enzymes which produce the glow-in-the-dark effect, an innovation that many have tried and failed to do over the years. The company already has a waiting list reported to be more than 10,000 names long, but that didn’t stop me from signing up. If and when I finally get a shipment, I’ll be sure to share a video of it.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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