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Get Small

Microtrends: The Small Forces Behind Tomorrow's Big Changes
by Mark J. Penn
Release date: September 5

The Clintons' polling guru, coiner of "soccer mom," and CEO of PR giant Burson-Marsteller identifies 75 emerging groups just waiting to be exploited by a savvy company or politician. And each one gets handled in five pages or less.

Our three favorites:

Cougars No one has created appropriate vacation spots or birthday cards for women who date younger men. Get on it, Hallmark!

Extreme Commuters People who travel at least 90 minutes each way to work are the perfect audience for meals in a cup, satellite radio, and big houses in the sticks.

Caffeine Crazies As even 10-year-olds become espresso heads, caffeine-fortified foods and buzz bars (no alcohol, just stimulants) are percolating possibilities. --David Lidsky

Base of the Pyramid Conference

September 9-11
Ann Arbor, Michigan

Poor people are hot. Here's your chance to get the latest on how to alleviate poverty while simultaneously engaging in business development.

Road Games