Wednesday, January 09, 2008

Burson-Marsteller Worldwide CEO’s bestseller on Microtrends

Mint reports :

Mark J. Penn, Worldwide CEO of Burson-Marsteller, has spent more than 30 years as an adviser and polling analyst to large companies and heads of state including Bill Clinton and Tony Blair and business leaders such as Bill Gates.

In his best-seller Microtrends: The Small Forces Behind Today’s Big Changes, Penn discusses how the real trends wielding a large influence on society today and tomorrow are small patterns of behaviour involving as little as 1% of the population.

He identifies more than 70 microtrends in religion, leisure, politics and family life that are changing our lives: how people are retiring by continuing to work; why the most influential millionaires are the most shy; how new geeks are the most sociable people around.

For instance, in the chapter Neglected Dads, he writes, “Men are spending more time with the kids, but neither Madison Avenue nor the media has picked up on it, and the potential of daddy-and-me relationships remains untapped…” The book has been published by Penguin India.


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