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ISBN:
9780446580960
Publication Date:
September 2007
Page Count:
448
Was € now € 7.00
Book Description:
n 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conventional wisdom is almost always wrong and outdated.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.