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Mark Penn and E. Kinney Zalesne


Plenty of people try to predict what 'The Next Big Thing' is likely to be. In Microtrends: The Small Forces Behind Today's Big Changes, Mark Penn and E. Kinney Zalesne take a different approach. They look at trends which are happening now, which involve a small proportion of the population, which nevertheless adds up to a considerable number of people.

The book has 75 sections, each describing one such trend. One is to do with sport - the most popular sports are shown to be losing ground to more minority interests such as archery. Sometimes problems are solved in several different ways, for instance a couple who have jobs far apart might go in for 'Extreme Commuting' or they may have two houses -although we also find that many couples have two houses - 'Live Apart Together' - in the same city. And you've heard that people's attention span is forever decreasing - so how come the length of bestselling novels is increasing.

It's fun to read about trends which go counter to you're intuitition, and other books might overemphasis the counterintuitive nature of such trends, but I think this book has a more serious point. Penn has spent many years spotting the small changes in society before they are noticed by others, and this book is an excellent resource to those people - politicians, parents and many others - who can benefit from such foresight. info
Hardcover 448 pages  
ISBN: 1846140420
Salesrank: 17919020
Published: 2007 Twelve
Amazon price $120.00
Marketplace:New from $116.01:Used from $3.99
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Hardcover 448 pages  
ISBN: 1846140420
Salesrank: 2466125
Weight:1.81 lbs
Published: 2007 Allen Lane
Marketplace:New from £8.98:Used from £0.01
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ISBN: 1846140420
Weight:1.81 lbs
Published: Twelve
Marketplace:New from CDN$ 47.81:Used from CDN$ 1.74
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Product Description

"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.  |  Chronon Critical Points  |  Recent Science Book Reviews