The Future Normal

How We Will Live, Work and Thrive In The Next Decade

Making outlandish predictions about the future is easy. Predicting the future normal is far harder.

For the past decade, Rohit Bhargava and Henry Coutinho-Mason have been on the front lines of the future, leading two of the most successful trend consultancies in the world: TrendWatching and the Non-Obvious Company. Whether donning full body haptic suits, testing generative AI (ChatGPT) or sampling cultivated meat, their research has taken them into cutting-edge labs, private testing facilities, and invite-only showcases across the world. Now for the first time, they are teaming up to share a uniquely eye-opening vision of humanity’s future. Along the way, they also tackle some of the biggest ethical and societal questions raised by all this progress. These are the stories of the future normal, and they are coming sooner than you think.

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What Our

Readers are Saying

“A non-bullshit, compelling and idea-packed navigation tool.”

DAVID ROWAN,
Founding editor-in-chief WIRED UK, author Non-Bullshit Innovation

“The Future Normal will simultaneously open your eyes and expand your mind.”

DANIEL H. PINK,
#1 New York Times bestselling author of Drive, When, and The Power of Regret

"A fun and insightful read."

FRANCESCA GINO,
author of Rebel Talent and Professor at Harvard Business School

 

“Immensely helpful and insightful.”

MARTIN LINDSTROM,
Author of Buyology and The Ministry of Common Sense

"A testament to the sheer power of human ingenuity in a tone that is both comforting and accessible."

SONALIE FIGUEIRAS,
Founder, Green Queen

“Essential reading for any one wondering about what’s next.”

BEN PAGE,
CEO, IPSOS

"Fascinating insights from the world's most forward-thinking individuals and companies."

HUGH FORREST,
SXSW | Co-President and Chief Programming Officer

“The Future Normal will help any leader prepare for the decade to come.”

BETH COMSTOCK,
Author, Imagine It Forward and Former Vice Chair, Ge

"An important book which brims with optimism, imagination and practical ideas."

JULIA HOBSBAWM,
Author of The Nowhere Office

“Thought-provoking concepts and scenarios.”

ANNELIESE OLSON,
Former Senior Vice President, Hewlett Packard

"Really smart, and more importantly, really useful."

MARK CURTIS,
Head of Innovation, Accenture Song

“Open this book and you see the trends that will shape your future.”

NILS MüLLER,
CEO & Founder TRENDONE

ABOUT THE AUTHORS

Rohit Bhargava

Founder, Non-Obvious Company

Rohit Bhargava has dedicated his career to bringing more humanity back to business. He is the best selling author of six books on marketing, innovation and leadership and has been invited to speak at more than 500 events in 32 countries. Rohit is the founder of the Non-Obvious company, frequently advises some of the world’s largest brands and has been featured in Fast Company, GQ and the New York Times. He lives in Washington DC with his wife and two boys, loves the Olympics and believes in listening before speaking.

Henry Coutinho-Mason

Managing Director, Trendwatching

Henry Coutinho-Mason runs TrendWatching’s global activities on a daily basis and is a sought-after keynote speaker. In the past three years, he has given over 50 keynote presentations in more than 25 countries across six continents. He is regularly quoted as a trend expert, including in the Financial Times, The New York Times, Fast Company and The Economist; as well as appearing on television networks such as CNBC, the BBC and Al Jazeera. In a past life, he was a qualified accountant and is responsible for introducing “flawsome” into the business lexicon.

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#1 WSJ & USA Today Bestselling Author

Rohit is the author of 10 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

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