Microtrends by Mark Penn & Kinney Zalesne
Mark Penn is a certified guru on the subject of political polling. His famous clients include Bill Clinton and Tony Blair. He was also engaged by Hilary Clinton in the recent US presidential election where he was famously ‘fired’ over a conflict of interest.
This well written and researched book, probably largely penned by his co-author, provides a neat package of small-scale (<1% of the population) social trends that politicians and marketers should take note of.
Why? For two good reasons:
- Major changes in the political and marketing landscape start as microtrends. If you are skillful enough to spot them and develop an appealing proposition you could ‘make a killing’.
- Although small scale, these microtrends can still offer substantial opportunities for skilled politicians and marketeers. 1% of the population is still a big market if you have a ‘good product’ for it.
This is a book to dip into a bit like an anthology of short stories. Unlike most anthologies however, there are no duffs here – each of the microtrends identified is interesting and insightful.
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