The Power of Microtrends by Mark Penn and E. Kinney Zalense
Just 1% of people can create a new market for business, spark a social movement, or effect a political change. Here, Penn (one of the world's most highly regarded pollster) and Zalense (social-change expert) introduce you to this compelling idea of microtrends, and their assertion that the culture is formed by the push and pull of small trends that are often invisible or ignored. Just think of a Soccer Mom and you'll know the power wielded by these small, but strong groups.
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