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AUGUST 19, 2021|ENTERTAINMENT & HOLLYWOOD


This 12 Minute Experience Lets You Relive One Moment Over And Over


Scene from the interactive game 12 Minutes

There is a new interactive game called 12 Minutes that has captured the attention of a lot of tech journalists. I saw at least six articles about it in my own feed of multiple news sources and that rarely happens.

Of course, I had to check it out. The game is essentially the story of a man stuck in a time loop with a mystery that you slowly need to unravel by making different choices in each loop. It gets repetitive very quickly, but this is exactly the sort of game that anyone stuck at home on a hot summer day might find fun. So at least their release timing is good.

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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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