Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn.
In Microtrends, you’ll understand why so many influential leaders have sought his counsel.
Penn and his co-author E. Kinney Zalesne argue that the biggest trends in America are the microtrends -- the smaller trends that go unnoticed or even ignored. One percent of the nation, or 3 million people, can create new markets for a business, spark a social movement, or produce political change.
Microtrends takes the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through lively analysis. Microtrends highlights everything from business and politics to leisure and relationships.
MicrotrendsMark Penn.
E Kinney Zalesne
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Featured Articles
'Active grannies' the new soccer moms
Politico - July 29, 2008
Mark J. Penn
"Despite all the talk about this election being driven by the youth vote, America as a nation has never been older and the power of the senior vote has never been greater.
In the relentless quest to find the soccer moms of this election, perhaps the answer will be found in the "active granny" vote - empty-nesters who have found a new freedom in their lives after the kids have left and who look at the world very differently than do their kids graduating college. The seniors of today may not be the so-called Greatest Generation, but they sure are the biggest generation - and their voting power has been compounded by the dramatic expansion in average life expectancy that's occurred since they were born."
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Mark Penn's Microtrends Interview - ABC Nightline
ABC News - September 5, 2007
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Authors@Google: Mark Penn
YouTube.com - October 05, 2007
Watch Mark Penn discuss the theories and motivations behind Microtrends.
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Kinney Zalesne on The Tucker Carlson Show
AOL.com - January 17, 2008
Watch Microtrends co-author Kinney Zalesne discuss the book on The Tucker Carlson Show.
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Microtrendies are taking over world
The Sunday Times - August 26, 2007
Sarah Baxter
"Are you a geek, obsessed with the latest gadgets, yet consider yourself cool and have hundreds of friends? An extreme commuter, whose long journey is turbocharging the caffeine industry? A single woman, who is surprised to be on the shelf but has lots of gay friends? Or a Lat, part of a couple who "live apart together" in separate households? If so you are part of a microtrend with the power to shape society, according to the polling guru Mark Penn... he has managed to carve out time on the side to co-author Microtrends, a book about to come out in America and which will be published by Allen Lane in Britain this October. It has enthusiastic endorsements from both Bill Clinton and Bill Gates. Talking in his office near the White House, Penn has the slightly tousled air of a "thirty-winker", the growing microtrend of sleep-averse night owls and early risers."
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Why There's Strength in Small Numbers
New York Times - September 16, 2007
Harry Hurt III
"Mark J. Penn and his co-author, E. Kinney Zalesne, profess a similarly deep-seated faith in the power of numbers in their new book, 'Microtrends: The Small Forces Behind Tomorrow's Big Changes'....So how does Mr. Penn identify the 75 most important microtrends of the current age? By numbers, largely those obtained through polls and surveys....Except perhaps for the fictional math genius in 'Numb3rs,' few people are better at gathering or reading numbers than Mr. Penn. 'Microtrends' is a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both....'Microtrends' is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
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