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Microtrends: The Small Forces Behind Tomorrow's Big Changes
by Mark Penn, E. Kinney Zalesne
from Twelve
Customer Reviews:
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Avg. Customer Rating: 4.0 / 5.0 
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Cross-section of Present-day America
Mark Penn is amazing. Or rather, his method of using polls to track small trends among average American citizens is unreservedly uncanny. You will catch yourself saying, "Who would've thought...[complete the microtrend] would spell ___ for America?"
As if identifying Soccer Moms wasn't an amazing enough feat for Penn, he now has identified 75 trends we should watch out for, that could really change America as we know it currently. I think one of the biggest microtrends I remember is Internet Marrieds -... more info
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An intriguing and fun skimread
Do what reviewer Gaetan Lion says: read the introduction, then the conclusions, then skim the 75 micro groups he describes and read the ones that interest you. I was delighted to learn that some of my own lifestyle choices are microtrends. (It's not just me! I'm not a freak!) And I learned some very interesting and surprising things (I had NO idea that tattoos and unnecessary plastic surgery were so completely mainstream). If you were looking for new small business ventures to try, knowing about these 75... more info
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75 Interesting Thoughts About the Future! 
"Microtrends" is very informative. It looks at the beginnings of new trends by looking at some which may initially only show up in 1% of population samples. The reason 1% is used is because with populations so large, 1% can be a very large number, especially with the flattening of the world, where even isolated minorities can connect so easily via the Internet, etc and generate critical masses. The author, Mark Penn, is a polling expert and relates that numbers will almost always take you where you want to... more info
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Excellent analysis of contemporary society
This is a really fun and fascinating book. Penn's theory is "the Devil is in the details." Don't look for overarching trends that end up being vapid and inaccurate. Look instead for the hundreds of small trends under the radar screen that in combination radically changes society.
To enjoy this book read the introduction and the conclusion first. Then, cherry pick the trends you are most interested in. In the introduction, Penn outline his theory of the 1% threshold. By the time 1% of Americans do... more info
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