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Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world:

SINGLE WOMEN BY CHOICE: Women aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
SPLITTERS: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
SUN HATERS: Environmentalists, skin cancer survivors, and parents concerned about the sun's impact on our health.
PHILO-SEMITES: A growing number of people want to date Jewish men and women.
CLASSICAL MUSIC DADS: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.
MICROTRENDS highlights everything from religion to politics, from leisure pursuits to relationships and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis. (2007)

Customer Rating:
Summary: great
Comment: Great book. Bought it for my brother and before given it to him I couln't put it down. Very useful and interesting information

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Customer Rating:
Summary: Very Interesting.... A Worthy Read
Comment: Society is changing in ways that few people see or understand. The authors surmise that focusing only on major trends that reach a "Tipping Point" leads to missing other very relevant movements. A successful trend - one that can benefit society or help the economy - can start out relatively small; even with one percent of a group of people.

It is very difficult to predict the future. Too often, future predictions are based on obvious trends and events. The "Microtrends" that exist, but are difficult to see, may be better indicators of societal movements than the more obvious trends. Many of the trends observed are counter-intuitive to what experts might expect. For example, terrorists are thought to be the product of dismal living conditions; however, the authors show that many suicide bombers and other terrorists are well-educated and at least middle class. The authors highlight 75 "Microtrends" in 15 different categories. These categories include Work Life, Race & Religion, Politics, International, Education, Money & Class, and Technology. Many of the noted Microtrends were featured from a perspective of the trend's impact on the USA; while also revealing the International picture. The authors state in the introduction to this book that America is being pulled apart by an intricate maze of choices that can involve or be driven by less than one percent of the population. Many of the trends have been expanded by the explosion of choices that globalization has provided.

This is very fast reading and offers many interesting tidbits. I recommend this book and give it a strong four stars.

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Customer Rating:
Summary: Small Shifts Lead to Big Change
Comment: MicroTrends is a must read for entrepreneurs, executives and professionals. In business, change is not just the norm. It now is accelerating at an unprecedented speed. The small forces described in MicroTrends have gathered momentum and new opportunities have emerged. As Darwin's study of evolution tells us, survival and success goes not to the smartest species, but to the most adaptable. MicroTrends provides information about micro-niches and opportunities in work life, health and wellness, money and class, technology, education, and other areas in the marketplace's "Long Tail" Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More. Entrepreneurs, executives and professionals can selectively use the 70 microtrends in this book to adapt and thrive.

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Customer Rating:
Summary: Microtrends or Megatrends?
Comment: We know that trends are forces that indicate us directions where we are heading to. As so, they shape the future of our society.
The authors describe important microtrends for 21st century using numbers and statistics to spot them.
Instead of claiming that our society is moving in a couple of big directions, the authors argue that America is moving in a hundred of small directions.
The microtrends shown here are organized in groups by subjects; if you read them all, you'll be able to spot some megatrends that are changing people's behavior and atittudes at our times.
Really interesting book for anyone!

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Customer Rating:
Summary: Cross-section of Present-day America
Comment: 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 - or people who meet on the internet and eventually get hitched. What does that mean for their kids? Will they be on chatrooms 24/7 until they forget about dinner? Will that encourage them to find a relationship by surfing the internet, rather than someone they know at school?

Seriously, you might even identify yourself with one of the microtrends. The strength of a microtrend is not so much in the numbers as it is in the passion - and that may enlarge its sphere of influence as more are encouraged to "be who they are."

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