Small forces are changing the world. In fact, that is the sub-title of Mark Penn’s (CEO of Burson-Marsteller) new book == Microtrends…the small forces changing the world.
For those of you who are regular readers you, will recall that I have already written about this book before and sent copies to some of you for participating in a question session.
Why do I return to Mark Penn? I could say because he is in the news as a key player in the U.S. election – Live Search him – but the real truth is because there is a seasonal message to be shared. Here is a quote from Penn: “The keys to understanding the world today are not megatrends, but the smaller currents and discreet demographics that are creating social niches and driving a variety of patterns in social change.”
OK. Think about what we do and now think about what he says. It’s a great endorsement for the Wunderman Value Proposition– none better in my opinion.
Now let’s go one step beyond and get seasonal – sadly seasonal – it should be an all year round thought…..
How about “the keys to saving the world today are not megatrends…….”
Put another way;
“It is well to remember that the entire universe, with one trifling exception, is composed of others.”
John Andrew Holmes
There you have it: the nexus of what we do and saving the world….think small and do big things….