About the book: 2019 / Global trends always arise from the combination of many microtrends. And those, in turn, are based on breakthrough ideas. How to understand which idea will work 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 forming already existing microtrends. Korean cosmetics and male housewives, online marriages and “letters from Africa”, the popularization of LGBT people and a decrease in trust in banks, immigrant activism and biohacking, the legalization of marijuana and the hobby for drones - these are a small part of the signs of the past 10 years. How do modern microtrends arise? what prospects do they have, what principles underlie them? This and much more is discussed in the most interesting book by Mark Penn, a sociologist and political strategist whose services have been used more than once by Bill Clinton, Tony Blair and Bill Gates. An objective and somewhat ruthless review of current trends was created with the participation of Meredith Fineman, founder and director of FinePoint Digital PR, publicist and author of articles in Harvard Business Review, Entrepreneur, Elle, Marie Claire, The Washington Post.