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Mark Penn, author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes
(Hachette Book, 2007), is widely regarded as one of the most perceptive
pollsters in American politics. It was Penn who identified “soccer
moms” as a crucial constituency in President Clinton’s 1996 reelection
campaign. The unique feature of Penn’s approach is that he looks for
and has been able to identify, with some success, small patterns of
behavior that wield great influence in our culture. According to Penn, “Microtrends
is based on the idea that the most powerful forces in our society are
the emerging, counterintuitive trends that are shaping tomorrow right
before us … In fact, the whole idea that there are a few huge trends
that determine how America and the world work is breaking down.” The
power of individual choice is increasingly influencing politics,
religion, entertainment, and even war.” In summary, Penn writes, “In
today’s mass societies, it only takes one percent of the people making
a dedicated choice—contrary to the mainstream’s choice—to create a
movement that can change the world.”

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