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Microtrends: The Small Forces Behind Tomorrow's Big Changes [Kindle Edition]

Mark Penn , E. Kinney Zalesne
3.7 out of 5 stars  See all reviews (95 customer reviews)

Print List Price: $14.99
Kindle Price: $9.99
You Save: $5.00 (33%)
Sold by: Hachette Book Group

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have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated.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


Editorial Reviews

From Publishers Weekly

From "Soccer Moms," the legendary swing voters of the mid-1990s, to "Late-Breaking Gays" such as former Gov. Games McGreevey (out at age 47), Burson-Marsteller CEO (and campaign adviser to Sen. Hillary Clinton) Penn delves into the ever-splintering societal subsets with which Americans are increasingly identifying, and what they mean. For instance, because of "Extreme Commuters," people who travel more than 90 minutes each way to work, carmakers must come up with ever more luxury seat features, and "fast food restaurants are coming out with whole meals that fit in cup holders." In a chapter titled "Archery Moms?", Penn reports on the "Niching of Sports": much to the consternation of Major League Baseball, "we don't like sports less, we just like little sports more." The net result of all this "niching" is "greater individual satisfaction"; as Penn notes, "not one of the fastest-growing sports in America... depends substantially on teamwork." Penn draws similar lessons in areas of business, culture, technology, diet, politics and education (among other areas), reporting on 70 groups ("Impressionable Elites," "Caffeine Crazies," "Neglected Dads," "Unisexuals," "America's Home-Schooled") while remaining energetic and entertaining throughout. Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

Narrator Brett Barry's pacing is excellent for the considerable amount of material the author covers: 75 intense identity groups who are demanding things that our current social structure isn't delivering. With a less able reader the listener could get lost-as the topics transition rapidly and often abruptly. (Audio File )

In the realm of business books, this one is unique, and fun to listen to. The book is read by Brett Barry, and his reading helps to enliven some of the more pedantic sections of the book. In addition, the audio  edition includes a coversation with the book's author about not only the book, but also microtrends in general. The chapters in this book are very short, and it is a great book to listen to if you only have a few minutes at a time to listen to it. (Large Print Reviews Herbert White )

Product Details

  • File Size: 1696 KB
  • Print Length: 438 pages
  • Publisher: Twelve (September 5, 2007)
  • Sold by: Hachette Book Group
  • Language: English
  • ASIN: B000VUD79A
  • Text-to-Speech: Not enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #364,813 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
93 of 100 people found the following review helpful
4.0 out of 5 stars A good effort by Clinton's Karl Rove September 2, 2007
By Test
Format:Hardcover
A book categorizing approximately 75 trends the author sees in the modern world (American-focused).
Written so that the ideas presented can be processed in everything from bite-sized individual morsels to sectional chunks (e.g. Love, Sex, and Relationships).

Cons:
-Sometimes staid writing
-Use of book to plug commercial contacts
(Microsoft's Zune, Mark, as leading some kind of social music revolution? the Zune? C'mon!)
-tendency to generalize anecdotes or a handful of data points he has seen into opinions he thinks are held by significant amounts of people
-highly timely, and will not age well

Microtrends is intriguing; for any watcher of society, Penn's book will likely tell you about social changes you already knew, will likely crystallize broader happenings you have-been-seeing-but-have-not-yet-realized or put a name to, and will likely introduce you to entirely new trends (and it is in these startling moments that the book becomes particularly worth the read).

Mark should be applauded for showing the value of numbers, and of data, in modern society. My only qualm with his idea-sourcing is how he never looks to the numbers to disprove a trend. Instead, he looks at them to justify what he already suspects. This is one of humanity's cognitive biases: the need to confirm what we think is true (rather than taking the alternate, harder, and ultimately more rewarding route of trying to disprove whether something is true, as real science does). While Penn is often right in his trends, that does not mean he will always be right, or that his methodology, as it stands, is not flawed.

Still, Penn effectively yanks the reader's attention in such a way that we can't help but notice new things about our daily world.
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50 of 56 people found the following review helpful
Format:Hardcover
I enjoy demographic and trend books, like "Lattitudes and Attitudes," and was slightly enchanted by Claritas urban/rural clusters, like "Shotguns and Pickups." But this book is far better at discovering behavioral groups and driving home, with humor and data, the trends as well as the policy or business options to complement the highlighted behaviors.

Three decades ago, Penn sat in a Harvard library and read a book by Valdimer Orlando Key, Jr., in which he wrote that `voters are not fools.' Key was known for promoting realism and rationality in the analysis of politics and election returns. Voters and consumers should be seen as being rational. As Penn writes, it is not about a male candidate's necktie color, but real issues. If one takes the time to understand the trends, one can find the roots of behaviors and desires, and potentially the future consuming and voting patterns. To that end, Penn, a pollster for over 30 years (actually he first administered a poll on his teachers at the age of 13), Clinton's lead pollster/strategist, and the person credited with defining "soccer moms" (busy suburban mothers with families and careers and political policy goals who were swing voters in the last decade) has explored and highlighted 75 out of hundreds of microtrends - these small, under the radar forces that involve as little as 1% of America's population and registered prime voters - which may affect America's future.

In the book, Penn is quick to point out that a microtrend is not merely a development, like the increased use of debit cards or wives changing their surnames upon marriage, but a growing interest group with needs and desires which are unmet by the corporate or political environment.
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9 of 9 people found the following review helpful
5.0 out of 5 stars Don't just cherry pick this one September 19, 2007
Format:Hardcover
I started reading Microtrends on a Sunday afternoon, having finished the Times and assuming I would read the book in a similar fashion as the newspaper - cherry-picking the headlines, subjects and data that were most relevant to my personal, family, and professional interests.

Instead, I read it almost straight through, as each of the seventy-five microtrends provided a perspective that was not only informational, but rather analytical and provocative: A new workforce that is increasingly choosing the non-profit sector, empty-nesters who dote on pets in their grown children's stead, a France that is turning its back on alcohol and smoking (if not necessarily joining the Pro-Semites on the other side of the Atlantic). Gender roles quietly turned on their head by men who are Dads later in life and women who assume greater leadership in print, in the prosecutor's office, and at the pulpit. The younger generation is undergoing a transformation as teenagers increasingly take to knitting in their leisure time and entrepreneurship becomes the latest lunchroom fad. While some had suggested that the new millennium would herald a sort of mundane, global uniformity, Penn and Zalesne discern a different trend entirely, one "in which choice, driven by individual tastes, becomes the dominant factor, and in which these choices are reinforced by the ability to connect and communicate with communities of even the smallest niches."

I shared the book with my wife, who told me her book club chose it (over fiction) for their next read.
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Most Recent Customer Reviews
2.0 out of 5 stars Opinoins, lots of them.
This book didn't charm me, I needed more facts then the author's crystal ball. Maybe the next version will be better.

Claudia Strasbaugh
Published 5 months ago by Claudia Strasbaugh
4.0 out of 5 stars good
very good book, clean condition like a brand new. very informative contents and authors clear view points. highly recommended to my friends
Published 6 months ago by peter lee
3.0 out of 5 stars Fair
I think this author has concentrated on too many spreadsheets and not got out and familiarized himself with a true broad spectrum of how people really live. Read more
Published 15 months ago by Sally Goodin
3.0 out of 5 stars Partisan but insightful look at demographic sorting
"Many of the biggest movements in America today are small--generally hidden from all but the most careful observe. Read more
Published 18 months ago by Marc Comtois
5.0 out of 5 stars Not bad
Pretty decent text dealing with seeing market changes. I assume you're here because you need this for a class - in that case. Good luck!
Published 19 months ago by J. Govoni
3.0 out of 5 stars Needs more Data
Overall,
Its a good book... with many interesting trends.
But a very bad sore point is the data is presented in a 'pop culture' or 'soundbite' way. Read more
Published on December 26, 2011 by FPSFAN
4.0 out of 5 stars The definite evidence for individuality and diversity
Microtrends is basically an book consisted of the thesis that every trend is in fact an sum of much more other smaller trends that vary individually in each person. Read more
Published on October 11, 2011 by Danilo Lessa Bernardineli
2.0 out of 5 stars Too busy seeing the trees to notice the forest fire
This refers to the 2007 edition, which so totally missed the 2008 economic collapse and everything that came from it that I'm sure that the 2009 edition is full of defensive... Read more
Published on March 13, 2011 by Stellar Watcher
3.0 out of 5 stars Some interesting trends and facts
In Microtrends, Penn provides a glimpse into 75 "microtrends" which he defines as "small, under-the-radar forces that can involve as little as 1 percent of the population, but... Read more
Published on February 20, 2011 by Matt Mikulcik
3.0 out of 5 stars Looking back to look forward
Reading this book in 2011 gives an interesting perspective on the business of predicting the next trend. Read more
Published on February 3, 2011 by Piaras MacDonnell
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