WPP - Microtrends

Book cover of Microtrends: The Small Forces Behind Tomorrow's Big Changes

Microtrends:
The Small Forces Behind Tomorrow's Big Changes

Mark Penn &
E. Kinney Zalesne

Publisher: Twelve

• Microtrends website
• New York Times article

Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn's analysis. In Microtrends, you'll understand why so many influential leaders have sought Mark Penn's counsel. Mark Penn highlights everything from religion to politics, from leisure pursuits to relationships. Microtrends will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

"It's not often that I read a book and every page is money! This book may have more ideas about what is going to be big in the next ten years than any I have ever read. You ought to get it." - CNBC

"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.... Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times." - The New York Times

"Delightful and fast-paced... Penn's central premise is that the Internet, changing lifestyles, and other factors now sliver the world into hundreds, if not thousands, of groups. A breezy, entertaining consideration of niche groups within America." - Business Week

"Penn does more than spot trends, he also shows how responding to them can make or break companies and campaigns alike." - Newsweek

"Stuffed with smart, offbeat tidbits... Penn and his co-author, E. Kinney Zalesne, deserve credit for leavening their facts and figures with humor and pop-culture asides. They've also managed an uncommon freshness... Most gratifyingly scarce, given Penn's work for Clinton, is any overt politicking. That's a feat of mega-restraint." - Bloomberg

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About the Authors

Mark Penn was dubbed "the most powerful man in Washington you’ve never heard of" by The Washington Post. Mark Penn is the Founder and President of Penn, Schoen and Berland Associates and worldwide CEO of Burson-Marsteller. He was pollster to President Clinton in his 1996 re-election campaign, and has been an adviser to Senator Hillary Rodham Clinton, Microsoft Chairman Bill Gates, numerous corporations, and 25 foreign heads of government.

E. Kinney Zalesne is a Senior Consultant at Penn, Schoen and Berland Associates and has served as a White House Fellow, Counsel to U.S. Attorney General Janet Reno, and Executive Vice President and President of two national social-change organizations.