Sharing Good Books: Microtrends for the Next Decade

未來十年微趨勢
洞察工作、科技、生活全新樣貌，掌握下一波成功商機
Microtrends Squared : The New Small Forces Driving the Big Disruptions Today
原文作者： Mark Penn Meredith Fineman  
譯者： 許芳菊 張家綺  
出版社：先覺出版 
出版日期：2019/03/01 

Book Recommendation Website:

E-book: Readmoo

Books.com.tw: Purchase Link

Preface:

This is the twelfth book I've read this year. It's a very interesting book. The author analyzes some situations in recent years and analyzes many micro-trends that you haven't imagined. And many related micro-trends are believed to have more extreme changes after the pandemic (this book was written before 2019). Reading it is like an in-depth introduction to current news, which is quite interesting.

Content Introduction and Thoughts:

Micro-trends are the "powerful tools" to face the present,
Because it can unlock and explain what we see, the changes that we couldn't understand before,
Bringing about the transformation of business models, the transformation of lifestyles, and the impact of values.
Mark Penn, with his foresight, has hinted at these "micro-trends" for us,
Leading readers to see the outline of change and grasp the next wave of business opportunities.

"Micro-trends" seem small, but they contain huge business opportunities and social influence!

We live in a world of "micro-trends." These trends seem small at first glance, but their influence exceeds their scale and is visible everywhere.
At this moment of entering a new transition phase, these emerging forces are emerging and converging, and they are disrupting society with seemingly unconventional changes, pulling us in different directions.

Former Microsoft Chief Strategist and senior consultant Mark Penn strikes again, predicting the trend of business, culture, life, and politics in the next ten years from 50 new micro-trends, revealing the hidden business opportunities that are ignored by most people. These micro-trends have emerged from the wave of changes over the past decade. They are not a complete collection of all changes, but slices of different areas of life. Some resonate with the world, and some seem strange and interesting, such as:

☉ [Data Enthusiasts] sell their love for personal data for cash
☉ [Old Economy Voters] the silver-haired generation who feel forgotten are trying to regain the power to interpret the world
☉ [New Generation Housekeepers] Entering the Uber for X era, everyone can easily be a freelancer and also have the housekeeper life that once belonged exclusively to the rich
☉ [Super Fast Eaters] Productivity is supreme, meal replacement products are rising, eating is like refueling a car, it's just a task that must be performed
☉ [Rich Otakus] I'm proud to be an otaku! Otakus have transformed from marginalized losers into the mainstay of the entertainment culture industry

Chapter List

Part 1: Micro-trends of Family and Love

According to the author's observation, in addition to the unmarried and DINKs (childless), there are actually more micro-trends that have not appeared in recent years. For example, open marriage, online marriage, and independent married couples. They all represent that under the development of technology, the relationship between people will no longer be limited by the form of marriage. More often, it is the demand for spiritual harmony and independent individual thinking and freedom.

Part 2: Technology Micro-trends

Under the development of technology, personal data has become the biggest asset. But the resulting trend is not extreme personal data protectors (because they existed long ago), but "data enthusiasts," who hope to share their data through big data analysis to obtain more suitable services for themselves. Registering weight to understand fitness, registering heart rate to see if there are any arrhythmias. (Apple Watch)

Of course, there are also many new technologies that everyone often hears:

• AR
• Drones (everyone seems to have one?)
• No PC users (I'm one too, only a laptop)

Of course, there are also "new technology haters" (the opposite of data enthusiasts), who reject new technologies and even reject the sale of any personal data.

Part 3: Business and Workplace Micro-trends

More and more people commute by bicycle (but it seems that there were more ten years ago in Taiwan), and there are more changes in lifestyles. Through Uber and AirB&B, many people have started "small businesses," and YouTubers have also created a new generation of nouveaux riches. Everyone has also begun to "reduce working hours" on their own due to the impact of the pandemic (this is my observation in the past two years), because they often have more related passive income (or side jobs) that can bring more generous income.

Through UberEat and many Group Sourcing, many people turn their expertise into small exclusive services to sell. This is "personal service on call."

Part 4: Lifestyle Micro-trends

Due to the expensive rent, it has also created "lifelong roommates." More people are willing to stay at home in the "otaku economy" (I believe there will be more after the pandemic). And the rise of streaming media has redefined "new TV." TV is no longer what you watch, but you can watch all your favorite content at once.

Part 5: Health and Diet Micro-trends

With the progress of the times, health and diet have also undergone some new changes. High-protein and ketogenic diets have become new schools of thought, and more people are pursuing health. On the other hand, the diagnosis of ADHD (attention deficit hyperactivity disorder) in children has also reached a new high, and many children are taking related medications.

Part 6: Political Micro-trends

And the political tendencies have also changed a lot, and many "closeted conservatives" expressed their opinions in the presidential universities in the past few years.

Thoughts:

The author has collected many interesting micro-trends of the moment, which often make you amazed when reading. It turns out that many new types of micro-trends are emerging. These interesting things are not only a special phenomenon brought about by this generation, but also a related reaction under the rapid development of technology and the development of the pandemic.