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Trends You Should Know ( Loved It! )
Mark Penn just has a way with words. His wit lends a lot of levity to what easily could have been one of those tedious analytical tomes for intellectual heavyweights (just a nice euphemism for pedantic bores). He could write fiction and be a hit! He is just that funny. But don’t let this lead you to thinking that this book is too breezy to be serious reading. Microtrends is a serious analysis. It’s a fascinating account of emerging social behaviors that are or will be powerful enough to influence how society will think, act, and be in the next several years. Microtrends is really about “small ideas that can lead to large changes”. “A microtrend is an intense identity group, that is growing, which has needs and wants unmet by the current crop of companies, marketers, policymakers, and others who would influence society’s behavior.” Although Penn’s focus is trending American society, he does go further to include similar global behavior. In a global economy, trends spread fast and could become international driving forces that may, in the future, upset or enhance established social norms around the world. Who should read this book? Those who need to be one step ahead of competition have to watch and be aware of these growing groups whose unique requirements are changing the way things are. But it would do most of us, “go with the flow” people, a lot of good to be enlightened. Let us not wake up one day and say, “What’s the world gotten into?” ; but say, “ “We’ve known , we’ve read, and we’ve been watching.” So, grab a copy. I guarantee an easy, fast read—a page-turner! For a non-fiction novel on sociology, that’s saying a lot! If only more analytical books were written like this, we would all be more “in the know”. Well, hey, maybe Penn just started a trend!
Reviewed by josbookshelf 2 months ago