Microtrends: The Small Forces Behind Tomorrow's Big Changes

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The advisor to Senator Hillary Clinton, Bill Gates, and President Bill Clinton proves that small is big by identifying 75 hidden-in-plain-sight trends, revealing that the nation is no longer a melting pot but a collection of communities with individual tastes and lifestyles.Twelve

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Library Journal (09/15/2007)
A former pollster for President Clinton and a public relations CEO (Burson-Marsteller), Penn depicts a fracturing world in which people use the Internet to follow their interests and desires and find others like them. If a fraction of one percent of a population has a common interest, then identifying that interest can mean capturing millions of customers or voters,à la the "soccer moms" Penn detected and labeled in his work for Clinton. Having done extensive research in polls and statistical sources (all of it meticulously cited in endnotes), Penn, with former White House fellow Zalesne, presents 75 niche markets in all areas of modern life and describes service needs and marketing opportunities for each group (e.g., "single women by choice"). Many essays contain an "International Picture" sidebar explaining the relevance of a trend beyond the United States. Penn is at his best basing arguments on the numbers he adores and less convincing when his proof consists of anecdotal evidence and examples from popular culture. Sometimes he contradicts himself, which is to be expected in a book presenting the United States as a hundred Americas. Recommended for public libraries.-Heidi Senior, Univ. of Portland Lib., OR

ISBN: 0446580961 | EAN: 9780446580960
Publisher: Twelve  | Publication Date: September, 2007

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