The man described as the "Guru of Small Things" by the New York Times, and advisor to the Clintons, Apple and Microsoft, takes the magnifying glass to 75 key trends in the world today.
At first glance they may seem tiny – but their impact on the world are big time. From Neglected Dads, Living Apart Together Couples and Wordy Women, to Caffeine Crazies, Office Romancers and XXX Men, you'll be amazed by what's really popular.
And as Penn argues that it takes only 1% of people to make a dedicated anti-mainstream choice, these niches prove small is the new big. This book of good crunchy statistics and conversational gems will charm all culture buffs.