AUGUST 21, 2026
The People History Is About to Forget
There are people whose life's work is making sure the past doesn't vanish, and most of us will never hear their story. Custodians of Wonder by Eliot Stein is about them. He traveled the world to find the lost practitioners of dying traditions and documented them before they disappear. What I love is that it reframes innovation. If you care about culture, creativity, or just want to feel something real, would you read this? #BookRecommendation #Culture #Craftsmanship #CustodiansOfWonder #Reading
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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.
