Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn.
In Microtrends, you’ll understand why so many influential leaders have sought his counsel.
Penn and his co-author E. Kinney Zalesne argue that the biggest trends in America are the microtrends -- the smaller trends that go unnoticed or even ignored. One percent of the nation, or 3 million people, can create new markets for a business, spark a social movement, or produce political change.
Microtrends takes the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through lively analysis. Microtrends highlights everything from business and politics to leisure and relationships.
MicrotrendsMark Penn.
E Kinney Zalesne
Buy New $17.15
Do you have a friend or colleague who would enjoy learning about the latest trends shaping our world? Click here to send the first chapter to them.
Featured Articles
Ideas: Penn on who won at conventions
Politico - September 9, 2008
Mark J. Penn
Here's my post-convention take on the most important questions likely to decide the general election. Who won the conventions? No one - or everyone - won. The post-convention polls suggest that the party gatherings did not fundamentally change the race - this is going to go right down to the wire, and debates will be key. Nearly 55 million people voted in the primaries, and nearly 40 million watched the key speeches at both conventions. Voters are interested, listening and undecided.
........read more>>
DNC sets high bar for RNC to reach
Politico - September 1, 2008
Mark J. Penn
As the Republicans get their turn this week at the GOP convention in St. Paul, Minn., they start out with a difficult - though not impossible - mountain to climb. Democratic nominee Barack Obama is getting his convention bump for his party confab in Denver last week. If the Republican convention this week fails, the rest of the campaign probably won't matter much.
........read more>>
Clintonism lives
Politico - August 25, 2008
Mark J. Penn
For eight years, President Bill Clinton prepared America for the 21st century, restoring optimism and activism to the presidency, redefining America's role in the world, funneling more money to the poor and underserved while balancing the budget and creating the foundation for the one of the greatest economic expansions since the Industrial Age.
........read more>>
Mapping a path to the White House
Politico - August 19, 2008
Mark J. Penn
During the Super Bowl, the seventh game of the World Series and the "American Idol" finale, Americans can be counted on to sit in front of their television sets. The same is true of the quadrennial political conventions. America is a country that tunes in for a good contest.
........read more>>
Negative ads: They really do work
Politico - August 11, 2008
Mark J. Penn
Clever negative advertising works. That is reality.
The tactic meets with media and pundit disapproval and spawns accusations of negativity, but the reality is that a clever negative ad can be devastatingly effective.
The 2008 presidential race is shaping up to be a close battle, and the tighter it is, the more the advertising will be ratcheted up, by both of the campaigns and the myriad independent groups sure to emerge.
........read more>>
In WH race, strong is often wrong
Politico - August 4, 2008
Mark J. Penn
In many recent presidential elections, Americans have had a choice: pick the candidate they think is a stronger leader or pick the candidate they believe is right on the issues. Almost always, they have chosen the stronger leader - even though they have often come to regret that decision.
........read more>>
'Active grannies' the new soccer moms
Politico - July 29, 2008
Mark J. Penn
"Despite all the talk about this election being driven by the youth vote, America as a nation has never been older and the power of the senior vote has never been greater.
In the relentless quest to find the soccer moms of this election, perhaps the answer will be found in the "active granny" vote - empty-nesters who have found a new freedom in their lives after the kids have left and who look at the world very differently than do their kids graduating college. The seniors of today may not be the so-called Greatest Generation, but they sure are the biggest generation - and their voting power has been compounded by the dramatic expansion in average life expectancy that's occurred since they were born."
........read more>>
Mark Penn's Microtrends Interview - ABC Nightline
ABC News - September 5, 2007
view video>>
Authors@Google: Mark Penn
YouTube.com - October 05, 2007
Watch Mark Penn discuss the theories and motivations behind Microtrends.
view video>>
Kinney Zalesne on The Tucker Carlson Show
AOL.com - January 17, 2008
Watch Microtrends co-author Kinney Zalesne discuss the book on The Tucker Carlson Show.
view video>>
Microtrendies are taking over world
The Sunday Times - August 26, 2007
Sarah Baxter
"Are you a geek, obsessed with the latest gadgets, yet consider yourself cool and have hundreds of friends? An extreme commuter, whose long journey is turbocharging the caffeine industry? A single woman, who is surprised to be on the shelf but has lots of gay friends? Or a Lat, part of a couple who "live apart together" in separate households? If so you are part of a microtrend with the power to shape society, according to the polling guru Mark Penn... he has managed to carve out time on the side to co-author Microtrends, a book about to come out in America and which will be published by Allen Lane in Britain this October. It has enthusiastic endorsements from both Bill Clinton and Bill Gates. Talking in his office near the White House, Penn has the slightly tousled air of a "thirty-winker", the growing microtrend of sleep-averse night owls and early risers."
........read more>>
Why There's Strength in Small Numbers
New York Times - September 16, 2007
Harry Hurt III
"Mark J. Penn and his co-author, E. Kinney Zalesne, profess a similarly deep-seated faith in the power of numbers in their new book, 'Microtrends: The Small Forces Behind Tomorrow's Big Changes'....So how does Mr. Penn identify the 75 most important microtrends of the current age? By numbers, largely those obtained through polls and surveys....Except perhaps for the fictional math genius in 'Numb3rs,' few people are better at gathering or reading numbers than Mr. Penn. 'Microtrends' is a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both....'Microtrends' is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
........read more>>