Microtrends

by Mark J. Penn

"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 GatesIn 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