MARCH 26, 2026|BOOKS & REVIEWS
Words That Don't Exist (Yet) - A Big New Book Announcement!

If you happen to catch some of the news coming out of SXSW last week, you'll already know that I made a big announcement from the stage about my new book coming out in October: Future Words. It is already up for pre-orders on all retailers and if you do pre-order a copy NOW and let me know by email, I have a few bonuses that I can share with you over the next few months including:
- An advance preview of the full book before it comes out
- A chance to contribute words (and get featured in the book!)
- More special, secret, non-obvious swag and cool stuff that I haven't come up with yet but will definitely be worth it! :-)
Regarding the book itself, the vision is to create a compendium of words that will exist in the future but don't yet, to describe scenarios, people, situations and emotions that we are currently living with, but that language has not yet been named. What kind of words?

Since I know you're wondering - here are a few words that I shared from the stage that we will probably include in the book:
- Angorithm - A system designed to use rage as a reliable method to incite engagement and capture attention.
- Credentropy - The gradual erosion of trust in institutions, experts and credentials until no one believes anything anymore.
- Riftmonger - One who deliberately sows division and manufactures chaos among others for personal gain.
- Sloptimism - The genuine inability to tell when the output from AI is noticeably terrible. Most often practiced by sloptimists.
- Shallowing - The active process of becoming less thoughtful and more coddled as a result of overly helpful technology.
Book Rohit To Speak
Want to bring these ideas to your next event?
Rohit turns the thinking behind posts like this one into keynotes for audiences around the world, from Fortune 500 leadership teams to global industry conferences.
Learn More About Speaking
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.




