马克·佩恩:曾就读于哥伦比亚大学法学院,哈佛大学。从1995年至2000年为比尔·克林顿总统担任战略顾问,并因此而闻名遐迩。2000年,《时代杂志》将佩恩称为“信息大师”,并被誉为美国政界最有洞察力的民意测验专家。佩恩是世界著名的博雅公关公司的CEO,希拉里·克林顿竞选总统的首席顾问。他还是财富500强里多家公司的顾问,更是25个国家元首的资深顾问。
E. 金尼·扎莱纳:为白宫效力,是联邦政府的首席法律官员珍妮特·雷诺(Janet Reno)的顾问,此外她还是两家社会变革组织的执行副总裁和董事长。
From Publishers Weekly
From "Soccer Moms," the legendary swing voters of the mid-1990s, to "Late-Breaking Gays" such as former Gov. Games McGreevey (out at age 47), Burson-Marsteller CEO (and campaign adviser to Sen. Hillary Clinton) Penn delves into the ever-splintering societal subsets with which Americans are increasingly identifying, and what they mean. For instance, because of "Extreme Commuters," people who travel more than 90 minutes each way to work, carmakers must come up with ever more luxury seat features, and "fast food restaurants are coming out with whole meals that fit in cup holders." In a chapter titled "Archery Moms?", Penn reports on the "Niching of Sports": much to the consternation of Major League Baseball, "we don't like sports less, we just like little sports more." The net result of all this "niching" is "greater individual satisfaction"; as Penn notes, "not one of the fastest-growing sports in America... depends substantially on teamwork." Penn draws similar lessons in areas of business, culture, technology, diet, politics and education (among other areas), reporting on 70 groups ("Impressionable Elites," "Caffeine Crazies," "Neglected Dads," "Unisexuals," "America's Home-Schooled") while remaining energetic and entertaining throughout. Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Book Description
"The ideas in his book will help you see the world in a new way." -Bill Clinton
"Mark Penn has a keen mind and a fascinating sense of what makes America tick, and you see it on every page of Microtrends."
-Bill Gates
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.
1.真的不孤独和焦虑了。每种活法都可能是一种小趋势。 2.老美对自己的要求真低。仿佛很容易就被评定为社会栋梁或好公民。 3.老美喜欢自我评价为努力、保守、进取、严格(我们可能正好有相反的印象)。 4.男人女人各有各的喜爱。因此不能拿相同的喜爱来进行匹配。 5.过于强调个...
评分这书如果用营销的角度看,就是对美国人群的细分。 这种细分不再拘泥于性别、年龄、收入这些大要素,而且用一个个小圈,圈出了总数量达到1%人口,也就是300万数量级的某些细分人群。 比如通勤族、高知黑人女性等等。 当细分人群达到一个数量级,比如书中说的300万,就有了商...
评分数字可以让人的心灵感到特别放心。我最喜爱的电视连续剧之一,就是哥伦比亚广播公司的《Numb3rs》,其名称的拼写在字母中插入了一个数字。这部电视剧讲的是一位联邦调查局特工和他那具有数学天才的弟弟,借用像培根的数字密码和奈萨克算法的方程式来破案。 马克•J. 佩恩和他...
评分促使我下定决心给这本书写书评的原因,是在我读完书后,猛然意识到,我自己很有可能正不知不觉地身处某一种小趋势中,并且随着与我相近人群的日渐扩大,这个小趋势成为未来主流的概率还相当大。更令我惊奇的是,这种意识一点都不荒唐,身处这个纷繁复杂的社会中的每一个人,都...
评分在我抗争婚姻的那段时光里,我妈经常跟我说的一句话就是:所谓的幸福,就是生活得跟大多数人一样。所以,后来我结婚了。一个人在这个世界上,好像到最后总是不得服从于大众的趋势,小众的趋势,一般说来,都被认为是非正常的生活态势,这就是趋势的服从主义倾向。社会潮流的趋...
略有些过时,不过仍值得一读。market insight需要experience
评分有些正在发生,有些很遥远,这书,读着读着,丢了
评分有趣~
评分有趣~
评分枕边读物吧,不如宣传的那么好。国内翻译得不错
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