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OCTOBER 15, 2020|REAL ESTATE & HOME BUILDING


The Tenants Who Evicted Their Landlord


Tenants outside their apartment building

The New York Times Magazine published a powerful story about a tenant-led co-op group that managed to band together and win the right in court to purchase their own building. This story has just about every theme you would want in a Hollywood film. It’s the little guys versus the big guys. An impossible challenge. And a victory that could have wide reaching implications for the real estate industry, urban living and perhaps capitalism itself.

I imagine a lot of people are unhappy this story is even getting publicized. That alone seems like a good reason to read the whole thing.

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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.

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