Microtrends: The Small Forces Behind Tomorrow's Big Changes

Microtrends: The Small Forces Behind Tomorrow's Big Changes
by Mark Penn, E. Kinney Zalesne

Microtrends: The Small Forces Behind Tomorrow's Big Changes
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Book Summary Information

Author: E. Kinney Zalesne, Mark Penn
Edition: Hardcover
Published: 2007-09-05
ISBN: 0446580961
Number of pages: 448
Publisher: Twelve

Book Reviews of Microtrends: The Small Forces Behind Tomorrow's Big Changes

Book Review: 75 Interesting Thoughts About the Future!
Summary: 5 Stars

"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 go if you know how to read them. The book is an easy read with about 3 -4 pages for each of the 75 'microtrends' covered. All were interesting, but a few caught my eye.

1. Sex-Ratio Singles. Because the percentage of single women is increasing and historians have documented that a society with too many unattached men leads to war, will a society with too many unattached women lead to peace?

2. Number Junkies. Americans love numbers, but not arithmetic. Despite the popularity of TV shows like 'CSI' and 'Numb3rs' and movies like 'Good Will Hunting', 'A Beautiful Mind' and 'The Da Vinci Code', Harvard last year only had 77 math majors out of 6700 undergraduates.

3. Eurostars. Since European couples are having less kids and since only and oldest children tend to be highly motivated, perfectionists and inclined to leadership, Europe's youth will be an especially talented group. The author notes that every US astronaut was an oldest child.

4. Aspiring Snipers. In a small poll of CA youths, 1% looked to be snipers in ten years. Sure, this could be troublesome, but since snipers, besides being so talented, are more needed in urban situations in war and is a more moral way to kill than bombing, since bombing kills so many innocent victims. Previously, one would have expected more youths to aspire to be military pilots. Perhaps video games caused the change. There is much to think about, here.

5. Protestant Hispanics. Which country sends the most Protestants to the US? Mexico. Interesting!
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Summary of 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."

-Bill Gates

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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