Global trends always emerge from a collection of many microtrends. And those, in turn, are based on breakthrough ideas. How to understand which idea will “shoot” and which will not? You need to be well versed in existing needs, predict what will be popular in the future, and know the rules for the formation of existing microtrends. Korean cosmetics and housewives, online marriages and "letters from Africa", LGBT popularization and declining trust in banks, immigrant activity and biohacking, marijuana legalization and drone craze - these are just a few of the signs of the past 10 years.< p> How modern microtrends arise, what are their prospects, what principles underlie them - about this and much more, this is an interesting book by Mark Penn, a sociologist and political strategist, whose services Bill Clinton, Tony Blair and Bill Gates have repeatedly turned to. An objective and somewhat ruthless review of current trends created with the participation of Meredith Fineman, founder and director of FinePoint Digital PR, publicist and author of articles in the Harvard Business Review, Entrepreneur, Elle, Marie Claire, The Washington Post.

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