JUNE 6, 2026
Your Business Model Has an Expiration Date
A $12 coconut called an "exotic, thirst-defying hydration vessel" is either ridiculous or brilliant depending on whether anyone asks why. Right now, more people are asking. A major ad agency just flagged it in their earnings. Clients are pushing back. Consumers are pushing back. If your markup depends on the story, make sure the story can hold up. #Marketing #Branding #BusinessStrategy
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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.
