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Book: Microtrends

Microtrends: The Small Forces Behind Tomorrow’s Big Changes by Penn Mark  and Zalesne E. Kinney discusses much of the same material that a previous book published a year earlier, The Long Tail, does. See my previous review of The Long Tail.

This book is a collection of 75 unrelated trends. The author asserts that a small group can have significant impact on society seems more motivational hoopla than a systematic observation. He offers no probability that such trends will be significant rather than duds. It always makes me suspect when i hear “research” like this without the proper background information — and it should ring alarm bells for you too.

In the end, this book is unremarkable and neither seeks to inspire nor educate.

My rating: 4/10

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