Mar
15
Austin
Non-Obvious House @ SXSW
Unconvention was featured at the Non-Obvious Meetup at SXSW 2026, hosted by trend curator and bestselling author Rohit Bhargava.
Sunday, March 15, 2026
Non-Obvious House @ SXSW · Austin Convention Center Area
Unconvention was selected asone of the featured titles for the 7-Minute book giveaways — one of SXSW's most attended community gatherings.
Unconvention was featured at the Non-Obvious Meetup at SXSW 2026, hosted by trend curator and bestselling author Rohit Bhargava. Each book in the lineup received a seven-minute spotlight followed by a giveaway — and Unconvention's framing of small business advantage as a strategic edge sparked some of the most engaged conversations of the afternoon. The entrepreneurship and innovation crowd at SXSW proved to be a natural audience for the Underdog Principles.
Organized by Rohit Bhargava · Founder, Non-Obvious Company
Event Photos
The Underdog Principles
Positioning
The ability to focus on a set of customers who value what makes you unique
Positioning
Big companies must appeal to everyone, you have the freedom to focus on your customers. Its ok to put your personal favorite products on the shelves, if customers love your taste. You don't have to offer every type of french pastry when you have fantastic coffee. Success comes from leaning into what makes you special.
Proximity
The deep understanding that comes from direct customer interactions
Proximity
Big companies spend millions trying to understand their customers through data and research. You gain that understanding from serving your customers every day. This direct connection gives you insights that big businesses can't match and informs your decisions to grow and adapt changing needs.
Purpose
The freedom to build something meaningful beyond just making money
Purpose
Unlike large corporations driven by financial metrics, you can build your business around your values and vision. Whether it's serving your community, pursuing your passion, or feeding your family, a purpose beyond profit gives you more ways to grow and the freedom to be creative in solving problems.
Interested in applying these principles to your business?
Copyright 2026
Sri Kaza