List $39.98

Written by Mark J. Penn with E. Kinney Zalesne - Audio book narrated by Brett Barry - Unabridged Nonfiction - 3 COMPACT DISCS - 3 hours

Publisher, Hachette Audio (September 2007)

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In 1982, readers discovered Megatrends. In 2000, The Tipping Point entered the lexicon.

Now, in MICROTRENDS, one of the most respected and sought-after analysts in the world articulates a new way of understanding how we live.

Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton's 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-microtrends that are wielding great influence on business, politics, and our personal lives. Only one percent of the public, or three million people, is enough to launch a business or social movement.

Relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing the way we live. Among them:

* People are retiring but continuing to work.

* Teens are turning to knitting.

* Geeks are becoming the most sociable people around.

* Women are driving technology.

* Dads are older than ever and spending more time with their kids than in the past.

You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated. The nation is no longer a melting pot. We are a collection of communities with many individual tastes and lifestyles. Those who recognize these emerging groups will prosper.

Penn shows readers how to identify the microtrends that can transform a business enterprise, tip an election, spark a movement, or change your life. In today's world, small groups can have the biggest impact.

About the Authors: Mark Penn is worldwide CEO of Burson-Marsteller and President of Penn, Schoen and Berland (PSB). As CEO of Burson-Marsteller, Mr. Penn oversees a global network that brings world-class public relations to companies around the world. As President of PSB — a position he has held since 1975 when he was an undergraduate at Harvard — Penn provides research-based communications strategy to political figures, corporations, and crisis situations.

Mark has been called "Master of the Message" by Time Magazine; "The King of Polls" by the London Times; and an "incandescent intellect" by the New York Times. The Washington Post recently summed up his influence this way: "[Penn has been an] adviser to the preeminent innovator of the past decade in the realm of politics, Bill Clinton, and the preeminent innovator in the realm of business and technology, Bill Gates."

Mark has helped elect over 25 leaders in the United States, Asia, Latin America and Europe. Currently, he serves as Chief Strategist to Senator Hillary Clinton's presidential campaign. He has worked with Bill Gates, President Clinton and Tony Blair, some of the smartest and most visionary leaders in the world.

Mark is married to Nancy Jacobson Penn and has four children. The most influential book in his career is Harvard political scientist V.O. Key's The Responsible Electorate: Rationality in Presidential Voting 1936-60 (1966), which made the simple — but still radical — case that "voters are not fools." This thesis has long guided Mark's work — that if you ask people what they think, and listen carefully enough, you will truly determine what motivates them to vote, buy, and act in certain ways.

Kinney Zalesne, first learned to spot trends with him on the 1996 Clinton-Gore re-election campaign. She has served as a White House Fellow with Vice President Gore and Counsel to Attorney General Janet Reno. She has also been President and Executive Vice President of two national social-change organizations — College Summit, which helps low-income youth go to college; and Hillel, the Foundation for Jewish Campus Life.

Kinney lives in Washington, D.C., with her husband, Scott Siff, and their three children. Kinney's favorite books are Jonathan Rosen's The Talmud and the Internet and Anne Fadiman's The Spirit Catches You and You Fall Down.