Microtrends by Mark Penn audiobook

Microtrends: The Small Forces Behind Tomorrow's Big Changes

By Mark Penn and E. Kinney Zalesne
Read by Brett Barry

Twelve 9780446580960
12.50 Hours Unabridged
Format: Digital Download (In Stock)
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    ISBN: 9781600240249

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"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 Gates In 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You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated.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.

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Summary

Summary

New York Times bestseller

A USA Today bestseller

"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 Gates In 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.

Editorial Reviews

Editorial Reviews

“Unrelentingly fascinating…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.” New York Times
“Delightful and fast-paced…A breezy, entertaining consideration of niche groups within America.” Businessweek
“Riveting…imaginative…Penn is as much a business consultant as he is a political junkie—a symbiosis that helps explain why so much of his book is so original.” Financial Times
“Penn does more than spot trends, he also shows how responding to them can make or break companies and campaigns alike.” Newsweek
“Despite the vast amount of ground Penn covers, Microtrends’ readers won’t be lost in a sea of statistics. Though the book is a trivia-lover’s dream,…Penn adroitly manages to convey the relevance of such minutiae to the world at large.” USA Today
“[Penn’s] generalizations are sound and cleverly written, despite their brevity, and will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell.” Kirkus Reviews
“Buy it—no question…Microtrends might be the finest nonfiction book you read this fall.” American Politics Journal
“Narrator Brett Barry’s pacing is excellent for the considerable amount of material the author covers: seventy-five intense identity groups who are demanding things that our current social structure isn't delivering. With a less able reader the listener could get lost.” AudioFile

Reviews

Reviews

Author

Author Bio: Mark Penn

Author Bio: Mark Penn

Mark Penn is the worldwide CEO of the public relations firm Burson-Marsteller and president of the polling firm Penn, Schoen, and Berland Associates. He has been called the “Master of the Message” by Time magazine, the “Guru of Small Things” by the New York Times, and “the most powerful man in Washington you’ve never heard of” by the Washington Post. He is credited with inventing both the overnight poll and the “mall test”—a method of showing shoppers prospective ads and learning their reactions in real time. Penn has helped to elect more than twenty-five leaders in the United States, Asia, Latin America, and Europe in addition to serving as chief advisor to President Bill Clinton in the 1996 presidential election and to Hillary Rodham Clinton through her Senate and presidential races. He also serves as strategic consultant to top Fortune 500 companies, including Ford Motor Company, Merck, Verizon, BP, McDonald’s, and Microsoft, and he has been a key advisor to Bill Gates and Steve Ballmer since 1998. In 2000 and 2004, Penn was awarded the highest honor in his profession, the American Association of Political Consultants’ Pollster of the Year Award. He is also a New York Times and Wall Street Journal bestselling author.

Titles by Author

Author Bio: E. Kinney Zalesne

Author Bio: E. Kinney Zalesne

E. Kinney Zalesne is a consultant, author, and lawyer. She is the principal strategist at Microsoft and was previously CEO of Zalesne LLC, an advisory firm specializing in CEO positioning. She graduated cum laude from Yale University and Harvard Law School.

Titles by Author

Details

Details

Available Formats : Digital Download
Runtime: 12.50
Audience: Adult
Language: English