Microtrends examines how small ideas can catch fire and lead to big changes. For example, Penn shows how a mere one percent of the American public, or 3 million people, can create a “microtrend” capable of launching a major business or even a new cultural movement, changing commercial, political and social landscapes.
Mark Penn has served as a fellow at the New Politics Institute. He advised United Kingdom Prime Minister Tony Blair “for his successful run for a third term.” Penn is best known for serving as President Bill Clinton’s pollster and political adviser for the 1996 re-election campaign and throughout the second term of the administration. He also ran the polling and messaging and was part of the media team for the successful Senate campaign of Hillary Clinton, serving as her chief campaign adviser.
He advises organizations and companies on a wide range of image, branding and competitive marketing assignments. He has been a key adviser to Bill Gates and Microsoft since the late 1990s.[3]
Clients, past and present, include Shell Oil, Coca-Cola, Texaco, Eli Lilly, British Petroleum (BP), Vodafone, Pfizer, Merck, AT&T,Countrywide Mortgage and Procter & Gamble.
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