Microtrends
The Small Forces Behind Tomorrow's Big Changes
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Narrated by:
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Brett Barry
About this listen
The adviser to Senator Hillary Clinton, Bill Gates, and President Bill Clinton proves that small is big by identifying 75 hidden-in-plain-sight trends that are moving America, revealing that the nation is no longer a melting pot but a collection of communities with many individual tastes and lifestyles.
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You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated.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 listeners 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.
©2007 Mark Penn (P)2007 Hachette AudioListeners also enjoyed...
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Critic reviews
"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)
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- And the Rise of Women
- By: Hanna Rosin
- Narrated by: Laural Merlington
- Length: 9 hrs and 1 min
- Unabridged
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Men have been the dominant sex since - well, the dawn of mankind. And yet, as journalist Hanna Rosin discovered, that long-held truth is no longer true. At this unprecedented moment, women are no longer merely gaining on men; they have pulled decisively ahead by almost every measure. Already "the end of men" - the phrase Rosin coined - has entered the lexicon as indelibly as Simone de Beauvoir’s "second sex", Betty Friedan’s "feminine mystique", Susan Faludi’s "backlash", and Naomi Wolf’s "beauty myth" have.
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Great book, don't care for the reader's style
- By Darren on 12-05-12
By: Hanna Rosin
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One Child
- The Story of China's Most Radical Experiment
- By: Mei Fong
- Narrated by: Janet Song
- Length: 7 hrs and 24 mins
- Unabridged
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When Communist Party leaders adopted the one-child policy in 1980, they hoped curbing birthrates would help lift China's poorest and increase the country's global stature. But at what cost? Now, as China closes the book on the policy after more than three decades, it faces a population grown too old and too male, with a vastly diminished supply of young workers. Mei Fong has spent years documenting the policy's repercussions on every sector of Chinese society.
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Best Book Club Discussion Ever!!
- By Rachael W. Schettenhelm on 05-01-17
By: Mei Fong
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God, Guns, Grits, and Gravy
- By: Mike Huckabee
- Narrated by: Mike Huckabee
- Length: 8 hrs and 2 mins
- Unabridged
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In Mike Huckabee's new book God, Guns, Grits and Gravy, he asks the question, "Have I been taken to a different planet than the one on which I grew up?" The New York Times best-selling author explores today's American culture, drawing from his travels as a presidential candidate to present average, small-town people and families, and their optimistic resilience in the face of hard times.
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Review
- By Dorothy Ella on 02-13-15
By: Mike Huckabee
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An Inconvenient Book
- Real Solutions to the World's Biggest Problems (Unabridged)
- By: Glenn Beck
- Narrated by: Glenn Beck
- Length: 6 hrs and 25 mins
- Unabridged
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The world is a mess. It seems that everywhere listeners turn, there's another problem. What is needed now are solutions. If only there was a man who could simplify things, cut through the rhetoric, and fix everything. Then, if he was just able to put all of that insight into something that people could buy...in a store and online...man, that would great. Wait a minute!
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Waste of Time and Money
- By Crystal on 04-11-09
By: Glenn Beck
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The Nordic Theory of Everything
- In Search of a Better Life
- By: Anu Partanen
- Narrated by: Abby Craden
- Length: 10 hrs and 28 mins
- Unabridged
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Moving to America in 2008, Finnish journalist Anu Partanen quickly went from confident, successful professional to wary, self-doubting mess. She found that navigating the basics of everyday life - from buying a cell phone and filing taxes to education and childcare - was much more complicated and stressful than anything she encountered in her homeland. At first she attributed her crippling anxiety to the difficulty of adapting to a freewheeling new culture. But as she got to know Americans better, she discovered they shared her deep apprehension.
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A non-radical perspective on two societies
- By kwdayboise (Kim Day) on 06-20-17
By: Anu Partanen
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After America
- Get Ready for Armageddon
- By: Mark Steyn
- Narrated by: Mark Steyn
- Length: 13 hrs and 3 mins
- Unabridged
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In his giant New York Times best seller, America Alone: The End of the World as We Know It, Mark Steyn predicted collapse for the rest of the Western World. Now, he adds, America has caught up with Europe on the great rush to self-destruction. What will a world without American leadership look like? It won’t be pretty—not for you and not for your children. America’s decline won’t be gradual, like an aging Europe sipping espresso at a café until extinction. No, America’s decline will be a wrenching affair marked by violence and possibly secession.
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Facts
- By Peter on 11-11-11
By: Mark Steyn
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Disintegration
- The Splintering of Black America
- By: Eugene Robinson
- Narrated by: Alan Bomar Jones
- Length: 7 hrs and 27 mins
- Unabridged
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The African American population in the United States has always been seen as a single entity: a "Black America" with unified interests and needs. In his groundbreaking book Disintegration, longtime Washington Post journalist Eugene Robinson argues that, through decades of desegregation, affirmative action, and immigration, the concept of Black America has shattered.
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Written for Popular Consumption
- By Catherine S. Read on 06-03-11
By: Eugene Robinson
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All the Single Ladies
- Unmarried Women and the Rise of an Independent Nation
- By: Rebecca Traister
- Narrated by: Candace Thaxton, Rebecca Traister - introduction
- Length: 11 hrs and 39 mins
- Unabridged
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In a provocative, groundbreaking work, National Magazine Award finalist Rebecca Traister, "the most brilliant voice on feminism in this country" (Anne Lamott), traces the history of unmarried women in America who, through social, political, and economic means, have radically shaped our nation.
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Excellent book, destroyed by narration
- By Theresa Holleran on 03-06-16
By: Rebecca Traister
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Upside
- Profiting from the Profound Demographic Shifts Ahead
- By: Kenneth W. Gronbach, M.J. Moye, John Zogby - foreword
- Narrated by: Tom Parks
- Length: 7 hrs and 43 mins
- Unabridged
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Demographics not only define who we are, where we live, and how our numbers change. For those who can read beyond the raw figures, they open up hidden business opportunities that lie ahead. What will happen when retiring Boomers free up jobs? How will Generation Y alter supermarkets? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population declines? Upside puts this powerful yet little-understood science to work finding answers.
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Needs rework to become an audio-book
- By Kristofer Jarl on 11-18-20
By: Kenneth W. Gronbach, and others
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Korea
- The Impossible Country
- By: Daniel Tudor
- Narrated by: James Cameron Stewart
- Length: 13 hrs and 44 mins
- Unabridged
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Long overshadowed by Japan and China, South Korea is a small country that happens to be one of the great national success stories of the postwar period. From a failed state with no democratic tradition, ruined and partitioned by war, and sapped by a half-century of colonial rule, South Korea transformed itself in just 50 years into an economic powerhouse and a democracy that serves as a model for other countries. With no natural resources and a tradition of authoritarian rule, Korea managed to accomplish a second Asian miracle.
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Amazing book
- By Antoine on 12-14-18
By: Daniel Tudor
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The Conservative Heart
- How to Build a Fairer, Happier, and More Prosperous America
- By: Arthur C. Brooks
- Narrated by: P. J. Ochlan
- Length: 8 hrs and 9 mins
- Unabridged
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In The Conservative Heart, Arthur C. Brooks contends that after years of focusing on economic growth and traditional social values, it is time for a new kind of conservatism - one that helps the vulnerable without mortgaging our children's future. In Brooks' daring vision, this conservative movement fights poverty, promotes equal opportunity, celebrates earned success, and values spiritual enlightenment. It is an inclusive movement with a positive agenda to help people lead happier, more hopeful, and more satisfied lives.
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Outstanding recitation of conservatism!
- By GLENNO on 08-06-15
By: Arthur C. Brooks
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Labor of Love
- The Invention of Dating
- By: Moira Weigel
- Narrated by: Kyra Miller
- Length: 8 hrs and 48 mins
- Unabridged
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Weaving together over 100 years of history with scenes from the contemporary landscape, Labor of Love offers a fresh feminist perspective on how we came to date the ways we do. This isn't a guide to "getting the guy". There are no ridiculous "rules" to follow. Instead Weigel helps us understand how looking for love shapes who we are and hopefully leads us closer to the happy ending that dating promises.
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Not Meant To Be Useful, But Quite Fun
- By Gillian on 02-14-17
By: Moira Weigel
What listeners say about Microtrends
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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Overall
- wilsonchua
- 12-11-07
Great Insights into the future
I love this book! It allowed me to see the forest instead of the trees!
And the author is right. I see myself in some of the weird and funny trends that the book describes.
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Overall
- Robin
- 12-30-07
loved it
I've been living overseas for the past 8 years. This book brought me up-to-date on some interesting trends emerging in the US. The writing is lively, accessible and the narrator does it justice.
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- Abeer Younis Al-Barram
- 02-19-19
Mindblowing 👌🏼
In this book Pollster Mark Pen claims that the future is not shaped by society’s broad forces but by the quiet changes within narrow slices of the population. This book was so much fun to read for the geek inside me & for anyone interested in opinion polls. I am fascinated by the analysis of these counterintuitive poll opinions & their impact on economy and sociology.
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Overall
- Steven
- 11-15-09
Facinating perspective
Microtrends takes a unique and optimistic perspective on branding in light of media changes. The concept that media brand images are now actively shaped by buyers in both the intended and unintended markets have a radical impact on the way we think about marketing. Penn's self-created buzz-word merketing is rather trite but OK to make his points. In addition, the work get rather thick at points but their seems to be a method to the madness.
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Overall
- Jazmin
- 02-24-08
I love statistics...
Along the same lines as Freakonomics, this book explores new conclusions based on statistical data. Although you may not agree with the author on all points, he presented many arguments that broadened my perspective. I would recommend it to entrepreneurs and marketing directors.
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2 people found this helpful
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Overall
- Richard
- 10-28-07
Fascinating
I found this book absolutely fascinating. It is amazing how our perceptions of reality can be so far from the "facts" revealed through statistical analysis. This book will change the way you view the world. Great stuff.
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2 people found this helpful
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Overall
- Stephen
- 12-10-07
cocktail chatter sociology
This book had great potential and presents interesting observations of social trends. However, there is very little depth and little support for his analysis of these trends. The end result is a book of 'factoids' of the type you might find in the small boxes of USA Today...interesting tidbits but there is no way to tell personal impressions from actual sociological trends. In the audo version, there are no references noted so you can't easily confirm or followup on any trend you might find interesting. Starts off interesting but if you want any depth at all into one of the subjects, you will be frustrated. I made myself listen to the second half of the book but my enthusiasm and interest were virtually gone by the time I got to the end.
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Overall
- Kaeli
- 01-13-08
Microinfluence...
This book alternates between facinating and infuriating. The author's thesis that America is hardly a melting pot, but a pointalism painting that must be examined on the small-scale to be appreciated as a whole is rivetting and enlightening. However, the slightest knowledge of statistics, research methods, or polling methods makes his use of numbers and polls down-right frustrating. He never really properly addresses the problems of bias, skewed results, or problems with the ways questions are formed. And while many of his assertions are interesting, some of them are too hastily made (and many are down-right silly), which distracts from the overall message. However, by ignoring his playing fast and loose with numbers and rush to hypothesis, it's a great book. In other words, if your looking for an interesting introduction to polling, go for this book. Most people can find themselves in at least one of the categories-I'm a bit of an oddball so I was suprised that I was only in the "Upscaled Tattoo" group (in which he makes NUMEROUS errors in assumptions-the Macdonaldization of tattooing is a terrible idea). This helps support his overall thesis-we can't insist everyone be "American," when there are so many ways to be American. Plus, he points out many things that are easy to overlook. For instance, railing against illegal immigrants may not be a great idea for politicians because, even though the aliens can't vote, chances are they have family and friends in country who CAN.
But if you want serious numbers and accounting of actual trends in America, this book will leave you wanting.
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7 people found this helpful
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Overall
- Horace
- 11-07-07
Lots of Fun
The central thesis of the book is that the same transformations that are creating long-tail markets, (e.g., NextFlix and Amazon) are transforming societal behaviors. The importance of the mega-trend is radically diminished compared to the shear weight of all the micro-trends.
If you think a lot about market creation, entrepreneurial ventures, or politics you probably already have some familiarity with this thesis. In this case you probably need to read this book simply because it’s the defining work on the subject. However, if this is your situation you’ll almost certainly find the book a lot of fun. Of the 75 micro-trends I was only unaware of 2, yet the book added something to my understanding of all but 3 or 4. He has access to a powerful empirical data collection machine that is not available to most readers; this allows him to add content to most of the implicit discussions.
If you’re not already into trend analysis then this is a very nice introduction by example. He talks about 75 specific micro-trends, which collectively are a compelling case for his point-of-view. The result is a gentler, less superficial introduction to an important topic.
Many of the trends excite political passions. He attempts to be fair, but with so many micro-trends the odds of a reader being hyper-sensitive to at least one of the topics seems modestly high. In addition form a more traditional perspective many of the micro-trends are just funny. His attempts to point out the humor in many of these micro-trends work less well and are occasionally annoying. My advice, however, is maintain a thick skin; the book is worth it.
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4 people found this helpful
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Overall
- Jonathan
- 08-23-09
Exceeded expectations
Fascinating. What a great window into all the little pieces that make up American society. Every entrepreneur (political, social or business) should read this book - as well as anyone with a general interest in who we are and where we are going. The recording is also high quality and engaging.
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1 person found this helpful