FEBRUARY 2, 2026|STRATEGY & PLANNING
Why We Should Stop Celebrating When Big Dreams Fail

The grand vision of Neom -- the Saudi megacity that was going to change the future of how and where humans live-- is officially a failure. The project has shifted focus as the Saudi government has reportedly been downsized from the biggest grand city vision ever imagined to shifting focus to start as a giant hub for data centers instead. Some early critics are describing it as desperate and predictable. I don't really agree.

Maybe the vision of Neom was never realistic. Building a city that could sustain itself in the middle of a desert for nine million people without cars, roads or emissions was one of the boldest visions of the future anyone had ever imagined and then tried to turn into reality. Clearly it was too ambitious.
Celebrating its failure, though, encourages the world to dream smaller. We need big dreamers. Especially ones who have nearly unlimited funds. So, the original vision of Neom may be dead, but I'm not celebrating that. I choose instead to celebrate the idealistic vision that contributed to even imagining it in the first place. I hope we keep space in our world for more of that.
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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.




