Microtrends: The Small Forces Behind Tomorrow's Big Changes

Microtrends: The Small Forces Behind Tomorrow's Big Changes

by Mark Penn
     
 

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Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one

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Overview

Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Mark Penn identifies the new microtrends sweeping the world:
*Single women by choice: More often than ever before, they aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
*Splitters: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
*Sun Haters: Environmentalists, skin cancer survivors, and parents concerned about the impact the sun is having on our health.
*Philo-semites: A growing number of people want to date Jewish men and women.
*Classical Music Dads: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.

Penn highlights everything from religion to politics, from leisure pursuits to relationships. MICROTRENDS will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

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Editorial Reviews

Bill Clinton
"Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way."
Bill Gates
"Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends."
From the Publisher
"Mark Penn is more than a high-powered Democratic pollster: his data helped transform the Clinton presidency...."The New York Times Magazine

"Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends."Bill Gates"

Unrelentingly fascinating . . . a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both . . .
Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
The New York Times"

A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."
USA Today

"Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way."Bill Clinton

The New York Times
"Unrelentingly fascinating . . . a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both . . .
Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
USA Today
"A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."
The New York Times Magazine
"Mark Penn is more than a high-powered Democratic pollster: his data helped transform the Clinton presidency...."
The New York Times
"Unrelentingly fascinating . . . a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both . . . Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
The thesis of Microtrends is direct and counterintuitive. The most important trends in the world today, contends author Mark J. Penn, are the smallest ones. His book explores the largely invisible micro-communities that are changing every aspect of our lives, from politics and religion to food, marketing, and entertainment. Advice on mobilizing small forces in a global community.
American Politics Journal
Buy it - no question . . . Microtrends might be the finest non-fiction book you read this fall.
—Jeff Koopersmith
Business Week
Delightful and fast-paced....Penn's central premise is that the Internet, changing lifestyles, and other factors now sliver the world into hundreds, if not thousands, of groups. A breezy, entertaining consideration of niche groups within America.

The Economist
As chief strategist to Hillary Clinton in her presidential bid, Mark Penn has been tipped by The Economist as the 'next Karl Rove.' But when not wondering how best to take the White House, Mr. Penn is a business guru too. Washington, DC insiders will browse his new book, Microtrends, for clues on how the Hillary-for-president campaign will be run; others should read it for its dozens of social insights that could well be turned to profit.

Financial Times
Riveting....imaginative....Penn is as much a business consultant as he is a political junkie - a symbiosis that helps explain why so much of his book is so original. Penn's thesis is that change in today's world is driven by small trends that are started below the radar and which creep up on us unexpectedly. The era of megatrends belonged to the Ford economy, which offered mass produce and limited choice. Today's world is characterised by Starbucks which offers hundreds of potential combinations to its finicky customers.

Newsweek
Penn does more than spot trends, he also shows how responding to them can make or break companies and campaigns alike.

Kirkus Reviews
One of America's most influential pollsters carves the present into bite-sized pieces in an attempt to reveal future trends. Penn gained fame as an advisor to Bill Clinton during his 1996 campaign by identifying blocks of constituents like "Soccer Moms" as potential voters. Here, he and co-author Zalesne expand their trend-spotting to identify 75 burgeoning patterns that they argue are both reflecting and changing our modern world. Each chapter examines a discrete subdivision with themes ranging among politics, lifestyle, religion, money, education, etc. These easily digestible nuggets of scrutiny are fairly straightforward and primarily serve as a kind of pie chart of the human race, dividing Earth's citizens (primarily Americans, although a single chapter is devoted to international issues) into the cliques and tribes to which they subscribe. Among the emerging classes, the authors find "Cougars" (women who pursue younger men), "New Luddites" (technophobes) and "Car-Buying Soccer Moms," among dozens of other sub-surface dwellers. The book's generalizations are sound and cleverly written, despite their brevity, and will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell. Yet the book stands on an unbalanced argument. "Microtrends reflects the human drive toward individuality, while conventional wisdom often seeks to drive society towards the lowest common denominator," Penn writes in a conclusion, explaining why such movements are important. But by dividing and isolating people into popcorn-sized kernels of experience, their innate individuality is lost in many little crowds instead of one big one. Another troublingfactor is that few of the book's observations feel new. How often have superficial features about stay-at-home workers, caffeine addicts or shy millionaires been recycled on the evening news, let alone the Internet and other mediums? Penn tries to spin the gravity of these ripples. "Movements get started by small groups of dedicated, intensely interested people," he says. But his observation could apply to anything from the Third Reich to MySpace. More cynical readers may feel like a number. A think piece about personal choices that unearths more round holes for square pegs. Agent: Bob Barnett/Williams & Connolly

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Product Details

ISBN-13:
9780446699761
Publisher:
Grand Central Publishing
Publication date:
06/15/2009
Edition description:
Reprint
Pages:
480
Product dimensions:
5.90(w) x 8.80(h) x 1.40(d)

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What People are saying about this

Bill Gates
"Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends."
Bill Clinton
"Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way."

Meet 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 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/

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