Review of Mark Penn's Microtrends
Clinton Campaign Advisor on Interpreting Trends and Change
From the chief advisor to Hillary Clinton's presidential campaign, this book allows us to gauge our own future by interpreting what's really happening in our world.
So often most people rely on others to tell them where the next hot market is, what job or career is paying more and needs more people. Too often we are dependent on what the media tells us, or interprets for us. We need to think for ourselves.
Microtrends - Book Review
Written by Mark J. Penn with E. Kinney Zalesne, Microtrends [Penn, 2007] gives you the basic tools to make sense of what is happening around you, with the advantage of being able to interpret the next trend yourself. (also known as trend-spotting). The book cover states these are "the small forces behind tomorrow's big changes". And with small steps, Mr. Penn shows you how to properly interpret the news and trends around you.
Most of us do not understand statistics, and are afraid of them as we have difficulty interpreting the stats - or the numbers. We gratefully accept what others tell us is important about the numbers, with perhaps some mild questioning, but nothing in depth. Mr. Penn's book crashes through our misconceptions, opening our eyes and minds. And in a simple format, and basic terms.
Basics Of Numbers
Basically, the numbers without words are just numbers - no meaning should be attached. Words without numbers are just that - words - no substance. But join the two together - and you have a proper interpretation of what is really happening. There is no "One America" anymore - but Mr. Penn does not belabour this fact, just points it out. It no longer matters if there is "One America", or two or eight or more. America has become niched - and this is a global phenomenon. This is not bad, just there - and how we deal with it will make the difference between harnessing the microtrends to our advantage, or letting it manage us. It's about choice - choice that is all around us.
"Hidden right in front of us are powerful counter intuitive trends that can be used to drive a new business, run a campaign, start a movement, or guide your investment strategy. Even though these trends are staring us in the face, we often don't really see them." (Penn, 2007 pg. xx)
What Is A Microtrend?
This book will help you understand what a microtrend is - in Mr. Penn's own words - an intense identity group. Divided into 15 sections (with varying chapters in each section), the book explores the micro changes in today's society and the world at large. The style is easy to follow, and the numbers are exposed as trends; not powerful in themselves, but showing the facts of what has really happened. From the first section of Love, Sex and Relationships (including Office Romances) to Work Life, Education, and International - we are shown what has happened, how to see it, how to understand it, and what the trend may be.
This book is an intelligent expose of numbers. It's a difficult subject made basic and understandable. It is not light fare, and it challenges you, your mind set, and your core beliefs on the world around you. There are no "ten easy steps to a new you and a new career" in this book, and this book is not for anyone who is looking for a quick read or easy answers. For anyone else trying to get ahead in this world, using their wits, mind and trends, be it in Career or Life - this book is highly recommended.
Penn, Mark. Microtrends NY: Twelve, 2007
Promoted by FSB Associates, Internet Marketing Solutions
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Copyright March 24, 2008. Paym Bergson and Suite 101. All rights reserved. Any unauthorized use of this material will constitute an infringement of copyright.
