NOVEMBER 18, 2025|BOOKS & REVIEWS
The Non-Obvious Book of the Week: The Age of Extraction by Tim Wu
Tim Wu is exactly the voice that we need right now to help imagine what the positive version of our technological future could be. Known widely for his other groundbreaking books including The Attention Merchants and The Master Switch, this newly released book argues that we need to find more positive ways to prevent platform power from rising unchecked and becoming centralized. Rather than getting frustrated by the lack of progress, Wu lays out a more hopeful future along with a roadmap for how to get there. If we're going to realize the potential of this future rather than allowing big tech to usurp it, this is a book that we all need to read and share.
About the Non-Obvious Book Selection of the Week:
Every week I share a new “non-obvious” book selection. Titles featured here may be new or classic books, but the date of publication doesn’t really matter. My goal is to elevate great reads that perhaps deserve a second look which you might have otherwise missed.
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How It All Started
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.
