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8/14/2019 Just 1% the Power of Micro Trends
1/19
Jst 1%Te Pwe Micteds B Mak Pe & E. Kie Zalese
Io nextNo 38.01
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8/14/2019 Just 1% the Power of Micro Trends
2/19
Jst 1%
Io /19
A Itdcti t Micteds
I 1960, Voswg soo up cr word wi u-pg d coiig jus wo words:
thInk Small. I ws rvouiory c or sriig o prspciv i r w succss
ws bou gi, v w you wr jus drivig dow sr.
aric vr qui go usd o s w i c o crs. Bu s wo-irds o aric,
d y you y wor or s busiss. W yr or isys o s-ow aric.
my o biggs ovs i aric ody r sidd, or jus w o s.
micrords is bsd o id os powru orcs i our sociy r rgig,
cour-iuiiv rds spig oorrow rig bor us. Wi so uc ocus o povry s
cus o rroris, i is rd o s i is ricr, ducd rroriss wo v b bid
y o cs. Wi so uc io o big, orgizd rigio, i is rd o s i is
wr, s scs r ss-growig.
Bu s coics v rdd sociy. W usd o iv i Ford cooy, wr worrs
crd o bc cr, ovr d ovr, or ousds o cosurs. now w iv i Srbucs
cooy, wr worrs cr ousds o dir cups o co, or idividu cusors.
t posio o coic s, i ur, crd udrds o s, is couiis dig
svs i w wys. So ow, w c o ogr udrsd word i rs o w
gorcs swpig us og. Rr, sociy is big pusd d pud by icrords
s, udr--rdr orcs c ivov s i s 1 prc o popuio.
I c, by i rd is 1 prc, i is rdy o spw i ovi, cr poiic ov-
, or v sr wr. I odys ss sociis, i s oy 1 prc o pop ig
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
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Io /19
ddicd coiccorry o isrs coico cg word. higigd bow
r jus w ps.
ay rig guru or poiic cosu wi sy y o couicios is sor, sor, sor.
Bupr sicr ssgs. You c pc pop o is or or 8 scods. W, sow
dow. as cpr o log aio Sprs sows, r is srious d growig group o
pop wo r ird o soud bi. ty i o wrp svs i ids d civiis
coi. ty wi gg you g, i you rspc ir irss d cocrs.
So sri i up your pri.
aor p is er Cours. Forcsrs o dcd or so go sid wd b
couig by ow, wi worpc viruy duc. W, so pop cou,bu qu ubr (bou 1 prc busy) rv or 90 ius c wy
o g o wor. t s ug ipicios or rc, gs prics, d cr dsigo o io
poyrs ps or wr o oc. I you w o sr busiss dcisios, oo
dir, is wys pop r ig coics bou ir ivs.
ad poo is rdy iid o U.S. Vi oc oug wr i ds o
Couis, d Couiss si ru. Bu you ow w? Vi y ow b #1
rpruri ospo o r.
M a g . Ppl a l-fg mall
a mall wa, a g val wm wll ll g
. G ag m, a l m mg g.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
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Io /19
L Atteti SpaesI is covio wisdo arics io sp is sriig. a coup o dcds go,
w cu our siy-scod tV ds dow o iry, d ow ppry rig g o
Ir d is scods. W rduc prsidi pors o bupr sicrs. W spd-d.
W w is-ssg our rids, w c v bor o sp ou wo words.
how uc or aDD coud aric b?
Busow dow iu. (Ys, wo iu.) For vry Tuesdays with Morrie, r is to
Wo ov. For vry ricy id, wo scod pop-up d o your copur scr,
r is cruy scripd iry-iu iorci o your tV idusry rs i ovr$90 biio pr yr.
So pop opr o oy dir wvg. Fro boos o ovis o producs o
ws, y w or dp, or iorio, r swrs o or o is qusios.
ty w subsc, o sy d fs. So wi y rrs d poiicis v b
prcig couicios id aDD aricpcig wops o ssg io
oscods y i ir udic wi giv y woud b wis o py so
io o arics laS, or log aio Sp os, oo.
Sme peple peate a ttall dieetwaelet....Te wat sbstace, t stlead as.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
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Io /19
how do w ow laS r ou r?
ls oo spors. Fuy iio arics ru ros, rcs o 26 is or or. aos
200,000 ry rios, ougs o wic r iro riosros pus 2.4 i
swi pus 112-i bi rid. Is o i y coud jus s siy wi 50-r spri. ts r
pop wo wrp ir ds (d bodis) roud soig d sic wi i or r, r ogr
o coud rsoby pc. ty r i i or og u.
Go, wic s siy our ours pr roud d is s uc g o d s i is o body,
s grow i s wy yrs io $62 biio idusry, w oupcig sorr-r-gricio us, gbig, d rcrio idusry. t uc sr ovig g o
is s b dciig i irs, s or pop w o sow dow, ir i, d
irs svs or og priods o i, os i oug or spor.
Or oo rdig. ev s vrg Ir pg gs bou siy scods pr i, gzis
wi 13,000-word, rfciv rics i Atlantic Monthlyv icrsd ir rdrsip o
Wete its al a milli maates
Atlantic Monthlyeades, 50 millicsswdpzzles, LAS Ameicas ae tjst te Fie Attetie.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
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Io /19
ry iio, or os by sic 1980. Bw 2002 d 2005 o, circuio
oForeign Affairsruy pubicio o words d o picursgrw 13 prc.
t r icr is puzzs. appry, 50 iio arics do crossword puzzs, wic c
yig ro ius o r ours o wrsig wi rc syoys, bd pus, d your
ow iid spig. Puzz-ovrs r spciy oud o Ws d es Coss, wr w i
o i s big os urrid.
ad o cours rs Sudou, isy ddiciv g wr you v o i b squrs
o grid so c i-c row, cou, d ii-grid cois ubrs ro 1 o 9.
I 2003, prcicy o o d rd o Sudou; ow Sudou boos svr svs i os i-
sr boosors, d gr ovr $250 iio i gob ss.
Wr is iio rors or Atlantic Monthlyrdrs, or 50 iio crossword-puz-
zrs, laS arics r o jus Frig aiv. I c, dspi w you rd i rig
scoo, uig i or og u is ry qui isr.
t biggs-grossig ovi vr i aric ws Titanic, wic r or or r ours.
24, tV sow oo v eys i 2006, s you wc wo sso jus o ow
w pps i o dy.
Harry Potter, os popur boo sris o r, provd o oy do w ov og soris,
w wi i is s og s lord Vodors s o g is. log ovs,
ro tos Pyco o Js micr, r ug srs. Sris cio, ro Jo Updi o
Prici Corw, susis our io or iry dcds i.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
7/19Io /19
I c, i 2005, bs-sig boos i aric
wr, o vrg, or 100 pgs ogr
y d b yrs bor. ad v bc i1995, vrg op sr ws y 385 pgs!
my vori is poiic spcs. evry pubic sp-
ig pr o r wi you sor d sw
s powru. t Gysburg addrss, y rc
(wi wisuss s you i y i
y wr r), ws udr 300 words d oo
Prsid lico ss r ius o divr.
Bu i 1995, Prsid Cio gv 9,000-word
S o Uio ddrss oo svy-si ius o divrd i ws bo ogs d
o o os succssu i isory. nry vry yr, or wic s y arics wc
S o Uio ddrss s wc g o Word Sris.
So wi y poiicis ry dssy o cr big ougs io w s words ow s
soud bi, Prsid Cio srd r o issus-bsd cpigig. h oo issus d
vors sriousy, d rr giv jus rd- spcs (, sy, Jo krry ws
ous or), pid issus i ougu d did r. Sor hiry Cio is is
id o poiici, s ws, or is or roubs, Ricrd nio. no doub so vors rgrd
F ee pes w decides i aBlink,tee is smee w decides l ate a seis,itellectal mdwestle.
AvErAgE LEngTh oF BEST-SELLIng BooKS
1995-2005
1995 2005
yEAr
600
500
400
300
200
100
0
nuMBEroFPAgES
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
8/19Io /19
ir spcs s borig or woy. Bu cdids i do i ou o disic rspc or pop,
d bi V. O. ky sid y yrs go, vors r o oos.
ky d prooud ifuc o ow I pproc poig d vors. h sysicy sudid
prsidi rcs i aric d drid c o s b dcidd o bsis o r,
rio, d ougu rsos, o o bsis o wo wor br i. his iig is
bsis or o o wor I do rio sid o pop is r or powru i y
rs o i pury gu or oio sid. For vry prso wo dcids i Blink, r
is soo wo dcids oy r srious, icu ud-wrs. ad i is r yp
o vor wo gry dcids cios swig vors wo go roug procss o ig
r judgs, o sp os.
t iporc o log aio Sp i poiics soud o b udrsidaric is
is coury oudd o og icu docus bodyig powru ids wr dbd
og io ig. ad i os or couris, w y cogus d I brig i aric-sy
poiic dvrisig o issus, i diy ds od-sy sog-d-ry spos.
Fiy, i corci word, oo so o ups brd dvrisig i Dyso vcuus.
hr CeO pisigy dis pysics o vcuu ivd, d swps r sr
wy ro dr.
So b cru bor you ccp covio wisdo arics c cocr,
w r oo disrcib or susid rriv, d poiic oc wys gos o cdid
wi cvrs g i. I c, sizb ubr o uso os irsd y dcisio
rswi is or s og s you c , rd or s og s you c wri, d oow or
s og s you r wiig o pi soig. Sois pop sy ss o bcus y r
suc cvr rrs, bu bcus y v ss o sy.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
9/19Io 9/19
Eteme Cmmtestr is prps o or coo pric i aric diy riu o goig bc
d or o wor. abou 150 iio o us wor, d oy 3 prc o us wor ro o.
So pry uc vryo ssoig i 145 iio popv o vry orig,
rv o worpc, d our wy bc gi ig.
Yrs go, r wr sudis sid pop woud or cou ogr ory-v
ius. W, wr icig r: our curr vrg is ow 25 ius, up os 20 prc
sic 1980. accordig o 2005 Business Weekrpor, i 1990, oy 24 prc o worrs
ir o couis o g o oc. now, 50 prc o w worrs do.
t grr disc is bou jobs vig ciis or suburbs, d worrs vig suburbs or
urbs. Is i big cs o our rigs, wi or d or pop pyig pric
i couig. Bu s rsu, i 2000, os 10 iio arics rvd or our
o g o worup ro wr 7 iio yrs bor.
ad r o is rd r
py d by Csus Buru
er Cours, pop wo rv
s 90 ius c wy o g
o wor. I 2000, r wr 3.4 iio
suc cours i aric, os
doub ubr ro yrs bor.
er Couig is oug o
poo i sprig o 2006,
mids mufr d cos o rwrd
Sourc: U.S. Csus, Joury o Wor, 2000
ExTrEME CoMMuTErS In AMErICA
1990-2000
4
3.5
3
2.5
2
1.5
1
0.5
0nuMBEroFPEoPLETrAvELI
ng
90+MInuTESToWorK(InMILL
IonS)
1990 2000
y E A r
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
10/19Io 10/19
arics logs Cour. arcig ousds o ris, mids gv priz o Dvid Givs
o mripos, Ciori, wo drivs 372 is roud-rip vry dy o is job Cisco Syss i
S Jos. (h vs is ous vry orig 4:30 .., s o sop or co, d is i iscubic Cisco by 7:45. a 5:00 p.., rvrss rip, gig o roud 8:30).
Wo r s 3.4 iio er Cours, d wy r y worig so r ro o?
For os pr, pop wo iv r ro wor c ord o iv r i. nw-o prics v
ry ripd sic id-1980s, d ow vrg os $300,000. Fos jus c buy ouss
i jor ropoi rs wr y wor. accordig o Csus d, s sw
rgs icrs i cou is bw 2002 d 2003 ws Ws Virgiiwr ousig is
si ordb, bu or ucriv wor i Wsigo, D.C., Psyvi, d Oio drws worrs
ou o s ro 9 o 5 (or, i you cou cou, ro 4:30 .. o 8:30 p..).
Or er Cours do i or quiy o i. as d prics dci, rr d is
ro ciis, pop r dcidig o dur og cou i cg or biggr ous, biggr
w, ss gridoc, d ss cri. no o io ur. Soig i 25,000 pop ro
Pocoo mouis i Psyvi cou or ours io nw Yor Ciy vry wdybu o
wds, y v iig, siig, d coo oui ir.
oe 3 milli peplete maic 1 pecet a mictedae waki p wit testas ad cssi state lies ad ee weate
zes t et t wk.
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8/14/2019 Just 1% the Power of Micro Trends
11/19Io 11/19
ad so du-rr coups r bcoig er Cours o so uc or cooic or
isy rsos, bu rr or ogisic os. as ubr o wo-worr ousods icrss,
so do ccs o or bo wi d o r o wor. Prico, nw Jrsy, ous or uivrsiy, s so bco popur suburb or coups wo d o cou o bo nw
Yor Ciy d Pidpi.
Idd, wors cous i io r i nw Yor d Wsigo, D.C., ropoi
rs vrg o iry-our d iry-r ius, rspcivy. Is srious oug
s cous, pus ig gs prics, r pusig pop bc o ss rsi.
Bu si, ovr 3 iio pop gic 1 prc or icrordr wig up wi
srs d crossig s is d v wr zos o g o wor, d pubic poicyrs,
pubic ocis, d busiss word y w o o.
Firs o , is is group crs isy bou gs prics. a woppig 76 prc o co-
urs driv o o wor, d gur is prsuby v igr og er Cours.
(Is ry rd o ry crpoo 4:30 .., or or your s 125-i rou.) Gs prics c
or br is groups crrs. mr. Givs, wir o mids mufrs logs Cou wrd,
sid w wo, ws spdig bou $800 pr o o gs. a er Cour i
nor Croi brisd w Prsid Gorg W. Bus sid i is 2006 S o Uio ddrss
arics wr ddicd o oi. ar w, s ddd, or r w jus ryig o g o wor?Pop i ciis y o id gsoi , bu s 3 iio pop wo b voig or gs
cdid yi soo.
er Cours r so grr ris or dgrous bvior i rod rg, s w s
probs. Dr. Jo h. Csd, spciis i rod srss, s sid ogr pops cous
r, or iy y r o sur rod rgwic c d o oy o vioc, bu so r
cs, sros, d ucrs.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
12/19Io 1/19
logr cous r so id o obsiy. Rsrcrs Gorgi tc v oud vry
iry ius sp drivig icrss your ris o bcoig obs by 3 prc. I 2005 ABC/
Washington Postpo o rc, 4 i 10 drivrs sid wi i rc js, y .
Robr Pus 2000 boo, Bowling Alone, oby oud or vry r ius you co-
u, you v 10 prc ss i or iy d couiy (uss, I guss, you your ids
wi you o dycr your worpc). Bu sic y er Cours sigd o o brgi
i pursui o s-ow i, ss pricury uoru, or pricury s-scricig. my
er Cours do is or ir iiso giv br i wi br scoos. Ors
wi or wds o joy rso y driv is wy durig w.
t er Cour group so s ipor corci ipicios. accordig o Newsweek
rpor i 2006, s ood rsurs r coig ou wi wo s i cup odrs, d
so crs r ow oud wi or cup odrs ss. Gs sios r puig oucscr
us pup, so pop c ordr sdwics wi yr ig d v
rdy or picup w is i o driv wy. Si vigio syss ow co wi r-i
rc opios, o p drivrs void gridoc. t bgroud, sy obsrvrs, is uury ss.
Pop wo spd or r ours pr dy bid w r iy o b vry irsd
i r-coor urs i bc ssgs. (So r, o o s dvopd siry, sociy
ccpb d porb cr oi.)
Fiy, er Cours r group wi srious i o ir ds. So udio copis
ci you d jus si ours o ir gug ps o go ro zro Spis o u oud-
io. a r, er Cours isig i ir crs c b spo i w wiou
givig up y or civiis. ad r coup os, y coud b U.n. rsors, i ir
curr jobs do wor ou.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
13/19Io 1/19
Or boos o p. er Cours r rsporio quiv o spd rdrs.
ty coud g roug War and Peace i wv dys, or The Da Vinci Code i v.
lydo Joso sid ws dcrig wr o povry d bgiig ssiv urb rw bcus,
prdicd, 95 prc o arics wr goig o iv i ciis. Bu i c, pop v sprd
ou cross coury o suburbs d urbs sr yo coud v prdicd. (tis jus
provs ow rd i is o ssupios bou w aric wi oo i y yrs ro ow
wi your ocusd o w big rds, or icrords sp i d ups your pcios.)
epoyrs wo ovd o suburbs did g cosr o so o ir wororc. Bu or wo
group o or worrs, ir poyrs rocio did ws courg o ov rr
ousuggsig or o o pop, os ipor ig is ous, yrd, d quir
i, o r w cos i oy or i.
t boo i is or d or arics r o rodbu o so uc i Jc
krouc, ooig o d svs. mor iy, y r ooig or cup o co d
o-go dis, opig gridoc wi b brb ody, d owig y c
s rou oorrow.
Tis jst pes w ad it is t make assmptis...wile e csed a ew bi teds, temicteds seep i ad pset epectatis.
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No 38.01
8/14/2019 Just 1% the Power of Micro Trends
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Io 1/19
ThE InTErnATIonAL PICTurE
We te Epea Ecmic Cmmit (EEC) was ded i 7, its missi was t tea
dw tade baies ad ese tat all Epeas cld tael eel am te membe c
ties. Little did de Jea Met kw tat sc ee tael wld ie ise t tdas
Epea Eteme Cmmtead ee its jetsetti MeaCmmte.
Witi Epe, te Bitis wi te pize te lest aeae cmmte, at tfe mi
tesa d twet mites le ta te aeae cmmte i te u.S. Te eall aeae
cmmte i te Epea ui (te EECs sccess) is titeit mites, wit Ital clck
i i at twet tee ad gema at t.
Bt te iteesti st lies t l i te tedis cmmte time, bt i te see m
be miles tat ma cmmtes ltail ce. Fll al passees i te Cels
ispeed tai, te Esta, wic taels e miles betwee Face ad Elad, ae
cmmtesmail peple w lie i Face ad wk i Ld. (I 7, te fst time
ee, a Fec pesidetial cadidate eld a electi all tside Faceti t appeal t
te eal almilli Fec citizes w lie ad/ wk i Ld.)
Ee me damatic ae te MeaCmmtes w dt jst die take te tai, bt
t wk. oe Epea tael fm as pedicted tat b te ea , te mbe peple w
wk i te u.K. bt lie elseweead t jst te Face, bt als Bacela, Palma,
Dbik, ad vea will eac . milli. Lwcst ailies make tis pssible. I ,
tee wee ze lwcst ailies; i , tee wee sit. Ailies like raai, easJet, adSkEpe caied sme milli passees i ale.
Wile MeaCmmti is wi ast i Epe, te peme is i its ealie staes
i Asia. Sme emei disct ailies like Jetsta, oasis, ad AiAsiax e lw aes, bt
te still ae t cmpete wit te dmiat statectlled ailies. Bt ca epect tat
Asias, t, will seize tis ted as s as tee able. Te Ciese alead sped a
me dii t wk aeaecmpaed t tat, w bi a deal ae twicedail its?
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No 38.01
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vietamese EtepeesI aric, os pop si i o Vi s pc wr w bc ivovd i o-wi wr,
bsd o c o cuur udrsdig. Fi yrs; 58,000 U.S. sodirs prcious ivs;
uiiig scp i apri 1975 ro roo o aric bssy i Sigo/ho Ci mi Ciy.
t iur gis wic U.S. iiry cpigs v b judgd vr sic. t wr is ws
bsd o doio ory id i Vi bc couis, so woud coury r
coury i asi, d bc o powr woud o couis. Boy, ws ory wrog.
Bu bi Vi-sy couis woud b rp o nor kors ws so igrid
w s cuy ppd i Vi is os uigib o os arics. Wiour orr y couis govr is si i powr r, Vi s bco o
o os rpruri spos o r. Wr aric oc s sodirs, d POW
rcovry s, w ow sd cs. Prso, gry sd ou, cod rd cs, or vryig
ro bc pppr o co o ric o sood. I 2006, arics sp ry is or
o goods ro Vi Vis sp o goods ro us.
I ps yrs, Vi s do or jus bou y or coury o r o
rduc povry d buid up is idd css. across coury, ubr o bjc poor
os wo ss $1 dy droppd ro 51 o 8 prc. nir Ci or Idi s
good r.
I Vis wo rgs ciis, poor (dd s os ig udr $250 pr o) droppd
ro 60 prc i 1999 o jus 25 prc i 2006. ad s i, idd css
(ig $251$500 pr o) ry doubdo or o Vis urb popuio.
ad idd css i Vi s w i s swr s dys: aos o s
pop v c pos, os v copurs, d ry 20 prc v prso -i
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o. Vis purcss o buy d bby producs v so wy up. Prso ri-
spdig s doubd sic 2003 o. Sic 2001, prcg o Vis ciy-dwrs
wo ow b ccous s ry ripd, o or ird o popuio.
my o Vis rprurs r i ood-rd busisss, prps bcus o rg
ood producio idusry i coury. Fro vry succssu Dr. ly Quy trugCeO o
Po 24 rsur, wi y ocios i Vi, Idosi, d Piippiso ow-ico
o-d-pops psig dwri sigs i ir ro yrds dvrisig od po (oods)
or rurbisd scoor gisVis vry v r pig io rpruri ry.
Or busiss d wo r piorig ig-c scor, wi Vi vig b cd
scod Idi o sowr pors, d risig s orc i co.
ad is grow is iy o p goig. aos r-qurrs o Vis cidr o scod-
ry scoo g r i scooup ro bou o ird i 1990wic is igr r o grow
ir Ci or Idi c bos. I oriy is dow. li pccy is up. Forig oy
is pourig i. I 2005, cooy grw rrb 8.4 prc, ig i o o ss-
growig coois i word.
a s ppy ubrs r rfcd ior driv by Vis pops rordiry
opiis. accordig o word survys coducd by Gup Irio Voic o Pop,
Vi is rgury os opiisic coury o rwi or 9 ou o vry 10 ciizs
syig is yr wi b br s. I c, o sur, Vi bs scod-os
opiisic couryhog kogby good 20 pois. (Wodrig wic coury is os
pssiisic? Grc, dgig ou v Irq.)
Wc cpiis rvor, i d bd cpiis suprpowrs or rig o isiu
couis, d wo? ar arics Vi, pry rid pur couis, bu
bd rvss d cooic isg ry cusd i. tus ws bor doi oi, or
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No 38.01
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Io 1/19
sris o r-bsd rors dsigd o siu Vis cooy wiou scricig
prys poiic powr. t U.S. courgd is dircio, wi Prsid Cio i id-1990s
dig U.S. rd brgo d orizig dipoic rios. By 2002, Vi d ddis cosiuio o gur qu r or s d priv copis, d iid svr
burucric urds o rgisrio o priv copis. t rs o word bg wrig
up o Vi, bo dipoicy d cooicy. I 2001, U.S. d Vi sigd bir
rd gr, d i Dcbr 2006, Vi joid Word trd Orgizio d U.S.
Cogrss pprovd pr or rd rios. I prps cpr o sory o
U.S.-Vi iiry cofic, i 2006, Prsid Gorg W. Bus id U.S. brgo o rs
ss o Vi.
O cours, is o susi. Ociy, aric si rgrds Vi s uoriri s buss u rigs. t bs si viy vor s-owd rpriss, d rprurs
v i cor o or sic s si ows d. Corrupio is rp; icu
propry rigs r w; d cour sys is si bod o Couis Pry. Ico s
r ig, d powr sorgs r roui. I rur rs, wr bu o Vis popuio
si ivs, ico s o ris ry s s s i ciis.
Bu r o cooic progrss i pc s rvgd s Vi udrscors srious rpr-
uri orc, wic word woud do w o d o. loo, i coig yrs, or subsiy
icrsd ivs i io. t doio ory ws wrog bcus couis i is pur
or s b ub o gr susiig cooic od br cpiis. Docrcy
s cuy d or roub gig sbisd cpiis bcus igd couis
ss (wic do o icud nor kor) v b rizig y c od o o poiic powr i
y oos up o cooic ris. By iroducig ods cooic rdo, y v b
b o joy coiud poiic doiiow s o ug sc i Ci d Russi, d
ow w s i r i Vi. ts rgis v rd cowdgig d ccood-
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8/14/2019 Just 1% the Power of Micro Trends
18/19
Io 1/19
ig cooic spiri is oy wy o od o o poiic powr, d s og s pop v
cooic rigs, y y o b so cocrd bou u rigs. aric ws oudd o
opposi pricip u d poiic rigs us co rsbu s ss r urig ory o is d wi so surprisig succss.
loo so or ssos rgrdig Vis g srucur. I os idusriizd d dvopig
couris i word, w r vig gig crisscriy i aric, europ, d Jp,
popuios r ivig ogr vr, d o big rpcd ry rs y usd o
b. I Vi, by cors, ovr 60 prc o ios 84 iio pop r udr g 27.
Wi youu g srucur is o wys rcip or succss word ios wi ows
di g r sruggig couris i arici coud b r, giv courys srious ocus
o ducio d opiis prvds coury, pricury og youg pop.
ad i you w o sr busiss, spciy sig goods o arics, op p o Vi
d s w you c g d r or spdy porio. t wororc is booig.
tiry yrs r U.S. id o d couis i Vi, coury is od rpr-
uri io, rdig goods, rs, d ids wi so o biggs cpiis powrs o
r. I ss, is woud b quiv o Irq, iry yrs ro ow, vig rjcd or
docrcy bu worig wi U.S. o c or ios ow pbiscis d oi
prsidi cs. I sur dos s iy ow. Bu ir, w you wcd mro Brdo
dscd io i apocyps now, did you igi o dy youd buy Vis co
d ric is r yr buyig ours.
ChangeThis
No 38.01
8/14/2019 Just 1% the Power of Micro Trends
19/19