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AUGUST 25, 2025


STOP highlighting in books! Do THIS instead! πŸ›‘


Can highlighting in books actually prevent you from retaining information? If you find yourself highlighting everything, it's the same thing as highlighting nothing. Studies show that passive reading is forgettable reading. Your brain needs to actively engage if you want to retain information. Instead, try this: use sticky tabs on the side of your pagesβ€”one color for the big ideas, another for points you found interesting enough to revisit. To help people do this, I even created my own bookm

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A Short Backstory Of This Blog

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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