Tonight I finished reading "Microtrends" by Mark Penn and E. Kinney Zalesne. I have to say, even though he's a self confessed supporter of the Democratic party, that it's a very good and well written book.
The core message is that in the past we've considered the big masses of people to predict the future. However, significant changes are often brought about by only 1-2 % of the population.
If you want to read the intro just to get a feel for what it's like, you can read the first chapter of Microtrends here.