Microtrends Squared. The New Small Forces Driving Today's Big Disruptions

Mark Penn has boldly argued that the future is not shaped by society’s broad forces but by quiet changes within narrow slices of the population. Ten years ago, he showed how the behavior of one small group can exert an outsized influence over the whole of America. His bestselling Microtrends highlighted dozens of tiny, counterintuitive trends that have since come to fruition, from the explosion of internet dating to the recent split within the Republican Party.
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