Chapter 2 brief introduction

Mark J. Payne is a strategic advisor to top politicians and the CEO of a world-renowned public relations firm.His observations on the United States and the world are extensive and profound, and he is often able to observe things from a "unique and wise perspective" that only careful and intelligent people can observe. E. Kinney Zalina is also a frequent visitor to the US federal government. He has always observed the world from the "perspective of social change" and thus served the White House with "his own unique spiritual insights".Through careful observation of American society, they discovered many "small trends" in American society.

Their definition of "mini-trend" is: in the 300 million population of the United States, as long as 1%, that is, 3 million people have the same or similar values, living habits, behaviors, or even physical characteristics, thus forming a group , and has a common need that cannot be met by the current society, that is, a "mini-trend".Mark Payne believes that the biggest trend in the world today is the formation of these "mini-trends". Mark Payne, through reliable information and analysis, allows us to discover a large number of facts that are counterintuitive.Society is no longer a melting pot, but divided into groups with different preferences and lifestyles.Those small but dynamic new groups are playing a major role in social development.The book lists the development trends of 75 small groups that affect the future social development, and those seemingly minor developments are determining huge social changes.This will completely change your perspective from the present to the future, and thus discover how your situation will change between now and the future.The 75 "mini-trends" described in the book involve various aspects of politics, economy, society, and culture. These "mini-trends" that cannot even be detected by radar can be used to promote a new industry and launch a new campaign. Starting a new campaign can also be used as an investment strategy guide.Through it, you will truly perceive the state of our future world.

Mark Payne believes that the biggest trends in the world today are these small trends. He tells readers how to observe the development of those small groups. They can change the fate of an enterprise, and can also play a decisive role in the outcome of an election. They can also spark a movement, or change your personal life.In today's society, small groups go a long way. "Small" determines "big". This is a shocking work that analyzes current life from a new perspective. "The New York Times" said: "It is undoubtedly a perfect Bible for revealing the social truth hidden behind this era." Compared with Toffler's "Future Shock" and Naisbitt's "Megatrends" , is the most modern topic in the prediction of the commercial society in the new century.