Author(s): Mark J. Penn
Why the most important trends in the world today are the smallest ones.
In Microtrends, Mark Penn, an expert with over thirty years' experience in finding and motivating niche groups, reveals the true trends in our society today, uncovering what's really popular (which is not what we might think is popular). In every case, the ideas shaping our world are relatively unseen - under-the-radar forces that can involve as little as one per cent of the population, yet their impact on society is huge. Aspiring Snipers, Exploding Ex-Cons, Shy Millionaires and Neglected Dads ...these are just some of the new trends named here for the first time. This groundbreaking book about the way people think and how they act explains where these movements have come from and their impact on how we live, how we vote, what we buy and what we want. Showing us how to become better trend spotters ourselves, it is invaluable for understanding our society better - for business, politics and individuals.
Mark J. Penn has spent over 30 years as an adviser and polling analyst to major corporations and heads of state. He has advised companies from Microsoft to BP and heads of state from U.S. President Clinton to U.K. Prime Minister Blair to others in Asia and Latin America. He started polling after graduating Harvard and attending Columbia Law School. Time Magazine has called Penn "The Master of the Message" and The New York Times has called him "The Guru of Small Things," because of Penn's unique ability to find and motivate niche groups in society. Penn is currently CEO of Burson Marsteller and Penn, Schoen & Berland Associates. Writing with Penn is E. Kinney Zalesne, who has served as a White House Fellow and was Counsel to U.S. Attorney General Janet Reno.