Microtrends: The Small Forces Behind Tomorrow's Big Changes

Zalesne, E. Kinney, Penn, Mark

ISBN 10: 0446580961 / ISBN 13: 9780446580960

Published by Twelve, 2007

About this Item

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Bibliographic Details

• Title: Microtrends: The Small Forces Behind Tomorrow's Big Changes
• Publisher: Twelve
• Publication Date: 2007
• Language: English
• ISBN 10: 0446580961
• ISBN 13: 9780446580960
• Binding: Hardcover
• Condition: Very Good

About this title

Synopsis

"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You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated.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 the Author

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 has been an 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.