- Hardcover: 425 pages
- Publisher: Twelve; First Edition edition (September 5, 2007)
- Language: English
- ISBN-10: 0446580961
- ISBN-13: 978-0446580960
- Product Dimensions: 6.4 x 1.3 x 9.2 inches
- Shipping Weight: 1.6 pounds (View shipping rates and policies)
- Average Customer Review: 99 customer reviews
- Amazon Best Sellers Rank: #354,544 in Books (See Top 100 in Books)
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Microtrends: The Small Forces Behind Tomorrow's Big Changes First Edition Edition
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"A striking window into 'Hillary's Brain'." -- Politico
"Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology." -- Publishers Weekly
"Delightful and fast-paced....A breezy, entertaining consideration of niche groups within America." -- Business Week
"If small is still the new big, then the biggest book of the moment is Microtrends...Penn sifts the sociological sands to come up with a fine-grained view of where we're headed." -- Information Week
"Read it for its dozens of social insights that could well be turned to profit." -- The Economist
"Riveting....imaginative....Penn's thesis is that change in today's world is driven by small trends that are started below the radar ... . " -- Financial Times
"Sound and cleverly written....will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell." -- Kirkus Reviews
"Stuffed with smart, offbeat tidbits....Penn and his co-author, E. Kinney Zalesne, deserve credit for leavening their facts and figures with humor and pop-culture asides." -- Bloomberg
"The strength of the book lies in Penn's analysis of the implications and opportunities of each microtrend." -- USA Today
"Unrelentingly fascinating....Microtrends is a diligently researched tome chock-full of counterintuitive facts and findings." -- The New York Times
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.
Top customer reviews
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1. Sex-Ratio Singles. Because the percentage of single women is increasing and historians have documented that a society with too many unattached men leads to war, will a society with too many unattached women lead to peace?
2. Number Junkies. Americans love numbers, but not arithmetic. Despite the popularity of TV shows like 'CSI' and 'Numb3rs' and movies like 'Good Will Hunting', 'A Beautiful Mind' and 'The Da Vinci Code', Harvard last year only had 77 math majors out of 6700 undergraduates.
3. Eurostars. Since European couples are having less kids and since only and oldest children tend to be highly motivated, perfectionists and inclined to leadership, Europe's youth will be an especially talented group. The author notes that every US astronaut was an oldest child.
4. Aspiring Snipers. In a small poll of CA youths, 1% looked to be snipers in ten years. Sure, this could be troublesome, but since snipers, besides being so talented, are more needed in urban situations in war and is a more moral way to kill than bombing, since bombing kills so many innocent victims. Previously, one would have expected more youths to aspire to be military pilots. Perhaps video games caused the change. There is much to think about, here.
5. Protestant Hispanics. Which country sends the most Protestants to the US? Mexico. Interesting!
The author focuses on Microtrends on almost every aspects of our society including:
1)Love, Sex, and Relationship
3)Race and Religion
4)Health and Wellness
8)Food, Drink Diet
10)Money and Class
11)Looks and Fashion
13)Leisure and Entertainment
If you are, however, trying to find useful tidbits of information, then you need to do lot of your own thinking because the book provides hardly any suggestions on how one can capitalize on the microtrends.
After reading this book, you will have a far better understading of the current microtrends affecting America. But wonder how the information you have absorbed could be put to a good use except on Trivial Pursuit or Jeopardy.
I recommend the book for a light and enjoyable reading.
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