I’m skeptical of books that excessively rely on data, but I think MT2 gets a pass mainly because the archetype pictures Penn paints are intuitive. That is, I don’t need to be convinced of the MT’s existence with data... but it doesn’t hurt.
Frankly, this is a must read for anyone with an interest in understanding society. Reading any ONE of these essays (chapters) would require a keen eye in a particular industry. The fact that Penn does it for 50 groups is impressive. Someone seeking new markets to expand into (or entrepreneur into) has Penn to thank for at least giving him plenty ideas.
The fact is that any four of these segments could have been the product of $50k research project, and Penn gives us 50 segments for the price of his book.
He acknowledges uncertainty about the long-term stability (or the very existence) of these MTs about the right amount. But I wish he would do more to remind us the danger in relying too heavily on categorizing others. Perhaps this is the most Millennial thing I’ll say... but let’s just make sure we acknowledge the uniqueness of the people we meet and not try to fit them into a bucket (... too quickly, at least).
I think some of his conclusions — usually the ones that call for some kind of intervention to protect or limit a group’s rights or existence — are nonsequiturs. But what can I say, I’m less interventionist than average; so, I have a tough time concluding whether these calls for intervention are “excessive” according to others.
Truly, what Penn has done has required a tremendous amount of effort and insight. And for $20 in hardcover, it’s just such a tremendous value that I would recommend to anyone who works with or studies the public on a large scale.
If you have it on your reading list, move it up. You need to hear this stuff soon... because these MTs will be old news (or may blink out of existence) if you wait too long.
Disclaimer: I am employed by Harris Insights and Analytics a Stagwell Company, of which Mark Penn managing partner.
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Reviews with images
Microtrends Squared is a Compelling Read Which Reveals Real and Important Trends
I was fortunate enough to attend a dinner with Mark Penn, receiving a pre-release copy of “Microtrends Squared." The book reveals real and important trends that simply didn’t exist a decade ago. The trends are backed by heavy research, solid data, examples of new companies providing new services and Mark's vast experience with innovative companies. The book is a compelling read and healthy view of how innovation and technology are improving the human experience and changing our lives for the better.As someone whose career focuses on innovation, running the Consumer Technology Association™ and CES® – the world’s largest innovation event – I’m impressed by Mark’s grasp of not only important shifts and paths in technology, but also his understanding of the positive changes they will enable.I don’t agree with every one of Mark’s conclusions – for example, I think self-driving vehicles will be pervasive before language interpreters become obsolete. But “Microtrends Squared” is a fascinating, absorbable and credible read about where we are and where we are most certainly heading.
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Reviewed in the United States on May 24, 2018
Reviewed in the United States on March 20, 2018
As someone whose career focuses on innovation, running the Consumer Technology Association™ and CES® – the world’s largest innovation event – I’m impressed by Mark’s grasp of not only important shifts and paths in technology, but also his understanding of the positive changes they will enable.
I don’t agree with every one of Mark’s conclusions – for example, I think self-driving vehicles will be pervasive before language interpreters become obsolete. But “Microtrends Squared” is a fascinating, absorbable and credible read about where we are and where we are most certainly heading.
Microtrends Squared is a Compelling Read Which Reveals Real and Important Trends
Reviewed in the United States on March 20, 2018
I was fortunate enough to attend a dinner with Mark Penn, receiving a pre-release copy of “Microtrends Squared." The book reveals real and important trends that simply didn’t exist a decade ago. The trends are backed by heavy research, solid data, examples of new companies providing new services and Mark's vast experience with innovative companies. The book is a compelling read and healthy view of how innovation and technology are improving the human experience and changing our lives for the better.Reviewed in the United States on March 20, 2018
As someone whose career focuses on innovation, running the Consumer Technology Association™ and CES® – the world’s largest innovation event – I’m impressed by Mark’s grasp of not only important shifts and paths in technology, but also his understanding of the positive changes they will enable.
I don’t agree with every one of Mark’s conclusions – for example, I think self-driving vehicles will be pervasive before language interpreters become obsolete. But “Microtrends Squared” is a fascinating, absorbable and credible read about where we are and where we are most certainly heading.
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Reviewed in the United States on May 21, 2018
Reviewed in the United States on May 17, 2018
