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The Small Forces Behind Tomorrow's Big Changes
Twelve
September 2007
On Sale: September 5, 2007
448 pages
ISBN: 0446580961
EAN: 9780446580960
Hardcover
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Non-Fiction
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is almost always wrong and outdated.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.
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