Microtrends: The Small Forces Behind Tomorrow's Big Changes
"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."
In 1982, readers discovered Megatrends .
In 2000, The Tipping Point entered the lexicon.
Now, in Microtrends, one of the most respected and sought-after analys ...more
There are some very interesting microtrends that I would never have expected. For example, the trend for married couples to live apar ...more
For example, in a chapter on adults who play videogames:
"The games all focus on taking over worlds, dating, or killing. But what most 33-year-old men want is to make a killing in the stock market, or if they want to knock someone off, it's their boss and his corner office. Their female counterparts have just had their first or second baby, and are dealing with child ...more
This book is useful, entertaining and, at times, a little strange. These qualities all arise from its core premise. Mark. J. Penn and E. Kinney Zalesne set out to reveal dozens of “microtrends” they say are reshaping U.S. and global society. They group these contained trends by topical clusters (work, health, etc.), and argue that Americans’ freedom of choice is allowing social fragmentation into more distinct niches. The result is snapshot after snapshot of 70 or ...more
One option is to study previous microtrends that, in fact, have led t ...more
I had quibbles with some of his conclusions. He says that left-handednes ...more
Each chapter in this book deals with a different subject. The chapters are bound together in sections, for example "work" or "health and wellness" or "technology." Some of the facts presented, when taken on an i ...more
It should be no ...more
I was expecting a list of trends with a concise description of their (unmet) needs and how to market a campaign to them. So first of all it was not a strict political book but that wasn't bad ...more
The main thesis of this title is that big trends are easy to spot. Smaller trends, however, frequently converge, resulting in something which no one saw coming. So, by being aware of the smaller trends, and spotting potential convergences between these smaller trends, you're less likely to be surprised.
One of his discoveries for Bill Clinton was that, quite often, men and women within th ...more
I’m definitely behind the concept. Now more than ever, I feel t ...more
There is clearly a pro-Clinton bias that permeates a lot of the writing. He worked for Bill and was a key operative in Hilary's campaign. The book did include one major error which I attempted ...more
When you put a hundred of them together, it's not quite 100% (as t ...more
When I picked up this book, my endorphins spiked. Mark Penn, star Democratic pollster, wrote a book about microtargeting, the cutting edge of political campaigns; how much better could it get? The more of the cover I judged, the more excited I got. Bills Clinton and Gates, Tony Blair, and the Washington Post all recommended Mark Penn. This book is going to be fantastic, I thought. It was all downhill from there. What I failed to notice is that they were all recommending Penn the person, not Penn...more