Microtrends by Mark Penn
The Small Forces Behind Tomorrow's Big Changes

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"The ideas in his book will help you see the world in a new way." -Bill Clinton
"Mark Penn has a keen mind and a fascinating sense of what makes America tick, and you see it on every page of Microtrends." -Bill Gates
In 1982, readers discovered Megatrends.
In 2000, The Tipping Point entered the lexicon.
Now, in Microtrends, one of the most respected and sought-after analysts in the world articulates a new way of understanding how we live.
Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton's 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-microtrends that are wielding great influence on business, politics, and our personal lives. Only one percent of the public, or three million people, is enough to launch a business or social movement.
Relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing the way we live. Among them:
People are retiring but continuing to work. Teens are turning to knitting. Geeks are becoming the most sociable people around. Women are driving technology. Dads are older than ever and spending more time with their kids than in the past. You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated. The nation is no longer a melting pot. We are a collection of communities with many individual tastes and lifestyles. Those who recognize these emerging groups will prosper.
Penn shows readers how to identify the microtrends that can transform a business enterprise, tip an election, spark a movement, or change your life. In today's world, small groups can have the biggest impact.

About Mark Penn

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Dubbed "the most powerful man in Washington you've never heard of" by the Washington Post, Mark J. Penn is the worldwide CEO of Burson-Marsteller. He was pollster to President Clinton in his successful 1996 re-election campaign, and is adviser to Senator Hillary Rodham Clinton, Microsoft Chairman Bill Gates, numerous corporations, and 25 foreign heads of state. E. Kinney Zalesne has served as a White House Fellow, Counsel to U.S. Attorney General Janet Reno, and Executive Vice President and President of two national social-change organizations.website: http://www.microtrending.com/
Published September 5, 2007 by Twelve. 438 pages
Genres: Business & Economics, Political & Social Sciences, Health, Fitness & Dieting, Computers & Technology, Science & Math. Non-fiction

Unrated Critic Reviews for Microtrends

Open Letters Monthly

But in the real world, people like Mark Penn were able to convince presidential candidate Bill Clinton to devise (and then promise) legislation specifically tailored to the statistically perceived wants and concerns of so-called ‘Soccer Moms.’ And candidate Bill Clinton, who’d never previously di...

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This growing trend towards the individual will likely result in niche sports programming, Penn predicts, and it will likely mean that niche heroes will emerge along with niche sports in the movies.

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Large Print Reviews

Without all this extra information, Penn data is just a collection of interesting factoids that doesn't provide sufficient information to enable you to accurately gage just how viable a given group is as a distinct market group - or if they actually constitute a separate social trend.

Sep 05 2007 | Read Full Review of Microtrends: The Small Forces...

The Motley Fool

Check out these articles: Foolish Book Review: An Empire of Wealth Foolish Book Review: Super Crunchers Foolish Book Review: A Consumer's Guide to MEMS & Nanotechnology Jeff Fischer and team have demystified options.

Nov 12 2007 | Read Full Review of Microtrends: The Small Forces...

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