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Burson-Marsteller CEO, and campaign advisor to Senator Hillary Clinton, Mark Penn, discusses the ever-splintering subsets that Americans identify with, and what they mean. In Microtrends: The Small Forces Behind Tomorrow’s Big Changes, Penn draws lessons from small but influential groups such as "soccer moms" and "Nascar dads," and looks at how they affect business, culture, technology, diet, politics, and education in this country.