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Extended Audio Sample Microtrends: The Small Forces Behind Tomorrows Big Changes Audiobook, by Mark Penn Click for printable size audiobook cover
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (1,310 ratings) (rate this audio book) Author: Mark Penn, E. Kinney Zalesne Narrator: Brett Barry Publisher: Hachette Book Group Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: September 2007 ISBN: 9781600240249
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Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world:

SINGLE WOMEN BY CHOICE: Women aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
SPLITTERS: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
SUN HATERS: Environmentalists, skin cancer survivors, and parents concerned about the sun's impact on our health.
PHILO-SEMITES: A growing number of people want to date Jewish men and women.
CLASSICAL MUSIC DADS: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.
MICROTRENDS highlights everything from religion to politics, from leisure pursuits to relationships and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis. Download and start listening now!

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Quotes & Awards

  • “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

  • New York Times Bestseller
  • A USA Today Bestseller

Listener Opinions

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Kevin | 2/14/2014

    " Interesting flow as it is broken up into two to three page self-standing chapters. Each one being a separately discussed trend. Still manages to give good detail about each one, where it came from, its cause, strength and where it might go. The most annoying thing about the book? Seemed like every other chapter had a graph in it. Unfortunately each graph looked exactly the same. Two points connected by a single line that went from the bottom left to the top right. Great, now we know what a trend looks like. It should have been the picture on the cover so he wouldn't have to include 40 copies of the exact same graph repeatedly. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 ranjit mathoda | 2/10/2014

    " the author, mark penn, is hillary clinton's chief strategist and a well known pollster. in this book he describes many small trends in American (and to an extent global) culture. some of these trends are hilarious (cougars, diy doctors, social geeks), some are obvious (internet marrieds, second home buyers, surgery lovers), and some are unexpected (aspiring snipers, smart child left behind). worth a quick skim. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Boku Kodama | 2/6/2014

    " A microtrend is something that is practiced or used by one percent of the population. That's 3 million people. If you thought about an interesting business, check out the 75 microtrends. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Remy | 2/4/2014

    " There was lots of great facts and analysis, stuff I love. There was also a lot of not. And it didn't read so well. And while I thought 2007 was current enough, it's crazy how things do change. I'm reading the section on middle income folks investing in a second home thinking, I can't believe things have changed so much in four years. All his microtrending did not predict a certain economic meltdown. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Alyssa | 1/22/2014

    " This is specifically aimed towards micro trends in American Culture but good insight on trend developments for anyone interested in trend research or the more intuitive side of trend awareness. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Nicole | 1/7/2014

    " Very informative. I now know that investing in products and services catering to cougering women, commuting couples, and metro sexual males will prove profitalbe in the future. A very amusing and jarringly realistic economic view of modern America. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Stacey Moore | 1/7/2014

    " Interesting look at 70+ trends that are shaping the future. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Keely | 10/12/2013

    " I love this book. The author is responsible for leading the 'Soccer Mom' campaign for Bill Clinton's election. Throughout he points out emerging trends within niches of people and how these small groups effect the economy. Macrotrends are dead. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Mscout | 10/5/2013

    " Some interesting tidbits, but full of proofiness. In many cases, the author gave either raw numbers, or %ages, but not both, which would have been really helpful. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Cindi | 8/11/2013

    " Interesting look at different niche markets. I listened to this on audio CD in the car. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Kent | 5/22/2013

    " Penn invites the reader into the detailed world of micro-trends. The author came to fame, in part, by identifying that Bill Clinton must win the vote of a new category of voters, soccer moms, in order to win the White House and become President Clinton. He did both. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jules | 11/24/2012

    " This book was a fun read, to be done in a chapter here and a chapter. Trends like pet parents, tattoos in the middle class, and the knitting resurgence are just a few of the microtrends in America. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Enrico | 9/22/2012

    " Interesting to see how much statistical studies are there behind a Presidential campaign...and usefult to grasp how the (american) society changes. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Laura | 3/2/2012

    " Similar to Freakonomics, this book gives a fascinating overview of trends in society today, ranging from homeschooling to caffeine consumption to extreme commuting. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Steve | 4/21/2011

    " Interesting but a bit scattershot. Instead of 75 case studies, I would have preferred a more in-depth examination of 25. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 B | 3/22/2011

    " 303.4973 Well written and at times amusing account of 75 smaller trends that are influencing our world. The author has been a close associate of the Clintons. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Tiffany | 2/6/2011

    " The quick 2-3 page chapters make the dry material easier to swallow. I found some of the information interesting. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Lynn | 1/12/2011

    " Read for a bookgroup at work. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Beckett | 12/28/2010

    " I'd hoped the authors could offer deeper analysis of the "microtrends" with respect to effect on the larger social structure. I was wrong. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Jestertim | 11/23/2010

    " Cover is deceiving, that great of a book "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Mary | 11/9/2010

    " There were some interesting components of this book, but you have to be a "data geek" to really enjoy it. Lots of factoids, but not a lot of explanation for how you can apply it. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Kaworu | 10/28/2010

    " Some mildly interesting data about overlooked segments of society, but distorted with bizarre personal remarks and hamfisted explanations. Best skimmed. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Shannon | 10/11/2010

    " probably won't finish. just skim for the graphs; the text is less interesting. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Sharika | 10/3/2010

    " Fun to read but I can't forget the fact that this guy was a Hillary Clinton strategist and one of the reasons why she lost. Entertaining bit of no practical value "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Maureen | 7/12/2010

    " I enjoyed this small, sweet, simple book. It's a fast easy read with a great message. "

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About the Author

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.

About the Narrator

Brett Barry graduated from Syracuse University’s television, radio & film program and worked as an associate documentary producer for several years before moving into a career in voice-overs. In 2002, he signed with a voice-over agent in New York and began working in this field full-time.

Brett’s training includes improvisational acting at Manhattan’s HB Studio, study of the Linklater voice techniques, and private coaching with some of the industry’s top voice performers. His voice can be heard on over 100 audiobooks. He and his wife Rebecca live in New York and run Silver Hollow Audio, an independent audio production studio.