New Business Book Recommendation: “Microtrends” by Mark J. Penn

The latest business book I finished reading and really found thought-provoking is Microtrends: The Small Forces Behind Tomorrow’s Big Changes by Mark J. Penn. This book is going to sit with my other business books I will want to revisit and consult. It is really that good.

I have to admit the book also caught my eye with recommendations from a couple of very influential people who don’t normally give recommendations: Bill Gates and Bill Clinton.

“Microtrends” follows in the tradition of other great business books such as The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell, The Long Tail: Why the Future of Business is Selling Less of More by Chris Anderson, and The World Is Flat: A Brief History of the Twenty-first Century by Thomas Friedman in that those books really stretched my brain and my paradigms about today’s business.

I know there is a group of people who will not be able to apply the many microtrends identified in this book. That is because they lack the ability to apply new cutting edge principles and ideas. However, for the true entrepreneur, there is a goldmine of insights for new business niches and opportunities.

For years, I have independently identified and followed larger trends which I base my decisions on. However, like most people, I generally do not follow smaller microtrends. But these microtrends do eventually have a huge impact in all our lives. Most people don’t learn about them until it is too late.

For forward-looking entrepreneurs, this book is a great reference for those looking for new niches not known by most people. The thinking business person will truly appreciate the great insights Mark Penn provided.

Without a doubt, I highly recommend Mark J. Penn’s Microtrends: The Small Forces Behind Tomorrow’s Big Changes. It is a great new business book that has left a lasting impression on me.