One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Mark Penn identifies the new microtrends sweeping the world: *Single women by choice: More often than ever before, they aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.*Splitters: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.*Sun Haters: Environmentalists, skin cancer survivors, and parents concerned about the impact the sun is having on our health.*Philo-semites: A growing number of people want to date Jewish men and women.*Classical Music Dads: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids. Penn highlights everything from religion to politics, from leisure pursuits to relationships. MICROTRENDS will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

    Jill Lepore, best-selling author of These Truths, came across the company’s papers in MIT’s archives and set out to tell this forgotten history, the long-lost backstory to the methods, and the arrogance, of Silicon Valley.Founded in 1959 by some of the nation’s leading social scientists—“the best and the brightest, fatally brilliant, Icaruses with wings of feathers and wax, flying to the sun”—Simulmatics proposed to predict and manipulate the future by way of the computer simulation of human behavior. In summers, with their wives and children in tow, the company’s scientists met on the beach in Long Island under a geodesic, honeycombed dome, where they built a “People Machine” that aimed to model everything from buying a dishwasher to counterinsurgency to casting a vote. Deploying their “People Machine” from New York, Washington, Cambridge, and even Saigon, Simulmatics’ clients included the John F. Kennedy presidential campaign, the New York Times, the Department of Defense, and dozens of major manufacturers: Simulmatics had a hand in everything from political races to the Vietnam War to the Johnson administration’s ill-fated attempt to predict race riots. The company’s collapse was almost as rapid as its ascent, a collapse that involved failed marriages, a suspicious death, and bankruptcy. Exposed for false claims, and even accused of war crimes, it closed its doors in 1970 and all but vanished. Until Lepore came across the records of its remains.The scientists of Simulmatics believed they had invented “the A-bomb of the social sciences.” They did not predict that it would take decades to detonate, like a long-buried grenade. But, in the early years of the twenty-first century, that bomb did detonate, creating a world in which corporations collect data and model behavior and target messages about the most ordinary of decisions, leaving people all over the world, long before the global pandemic, crushed by feelings of helplessness. This history has a past; If Then is its cautionary tale.

    Essential reading for students and anyone interested in the great philosophers, this book opens up appreciation of Heidegger beyond the study of philosophy to the reaches of poetry and our fundamental relationship to the world. Featuring "The Origin of the Work of Art," a milestone in Heidegger's canon, this enduring volume provides potent, accessible entry to one of the most brilliant thinkers of modern times.

    In entirely new photographs taken especially for this book by two leading architectural photographers under the direction of co-editor David Larkin, such internationally famous buildings as the Solomon R. Guggenheim Museum and Fallingwater and Wright's homes Taliesin, Taliesin West, and the Oak Park Home and Studio are seen afresh, benefiting from the photographers' special access. Several lesser-known residences, such as Auldbrass Plantation in South Carolina, an array of wooden buildings that is Wright's American alternative to antebellum architecture, the William H. Winslow house in River Forest, Illinois, one of the architect's earliest and most surprisingly decorative houses, and the Kenneth Laurent house in Rockford, Illinois, a masterful curvilinear design, are seen in full color and demonstrate dimensions of Wright's work less often seen before. Public buildings, such as the dramatic concrete, glass, and steel Marin County Civic Center and Beth Sholom Synagogue show Wright as engineering virtuoso as well as creative architect. In addition to these existing masterworks, only the most famous of which are open to the public, the book covers buildings that have been demolished, notably the Larkin Company Administration Building, Midway Gardens, and the Imperial Hotel, which are represented here by drawings and rich archival photographs. Each of the buildings is presented from conceptual sketch, plan, or drawing to finished masterwork, andeach is accompanied by an in-depth essay detailing the development of the work. Extensive quotes from Wright's writings, unpublished talks, and private letters to the clients give valuable insight into the architect's own thinking about each commission. Never before has Wright's architecture been presented so elaborately in one volume.