Microtrends: The Small Forces Behind Tomorrow’s Big Changes by Mark Penn with E. Kinney Zalesne
 In 1984 I read Megatrends, a book that shaped much conversation in the nation, influenced my thinking and heightened my observational skills.
In 2007, I'm reading Microtrends, and it is doing the same things for me; and I predict it will also shape national dialogue in some ways as well.
The lead author, Mark Penn has been a consultant to politicians (Tony Blair and Bill and Hillary Clinton are three examples) as well as business leaders including Bill Gates. He has written a book based on his research into the microtrends that are shaping the United States in ways you might not notice. By his definition microtrends are "small, under-the-radar forces that can involve as little as 1 percent of the population, but which are powerfully shaping our society."
Some examples include "uptown tattooed", "do it yourself doctors", "working retired". Overall the book identifies and describes more than 70 of these trends. Along with a plethora of statistics and trends, each microtrend chapter closes with the author’s take on the implications of this trend for businesses, new products and services and more.
While the book is largely about the U.S, the last section covers a number of international trends. If you want to read a book that will be widely talked about soon (my prediction), if you are involved in strategic thinking and/or setting business plans, are looking to start a new business, or are just interested in socio-economic trends, this is a book you will definitely want to read. It is fun, interesting and reads like a novel!
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