What leaders need to know.

Position:CEO2CEO SUMMIT/STRATEGY - Brief article

Small groups can drive big changes, says Mark J. Penn, CEO of Burson-Marsteller and coauthor of Microtrends, a book inspired by groups of people who share an intense choice or preference and who have been under-counted or misunderstood by companies, marketers and policymakers. Thirty years as a polling analyst and advisor to major corporations led to Penn's fascination with social niches--and his theory that understanding these intense identity groups can help companies succeed in today's increasingly fragmented society. Here's a small sampling of the many counterintuitive facts and findings Penn outlined for Summit participants:

30 Winkers

American adults who get less than six hours sleep a night

1998:12 percent

2005:16 percent


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