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Issue 38 - 01 | Just 1%: The Power of Microtrends

By Mark Penn and E. Kinney Zalesne
Published Sept. 5, 2007 11:19 p.m.
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 Zalesne (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 “Soccer Mom”…and you’ll know the power wielded by these small, but strong groups.

About Mark Penn and E. Kinney Zalesne | Mark Penn was dubbed “the most powerful man in Washington you’ve never heard of” by "The Washington Post." Penn is the worldwide CEO of Burson-Marsteller. he was pollster to President Clinton in his 1996 re-election campaign, and has been an adviser to Senator Hillary Rodham Clinton, Microsoft Chairman Bill Gates, numerous corporations, and 25 foreign heads of state. E. Kinney Zalesne has served as a White House Fellow, Counsel to U.S. Attorney General Janet Reno, and Executive Vice President and President of two national social-change organizations.

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