DON'T ASK WHAT THE TITLE CLICKING means. It's moronic. But that doesn't mean the 16 trends in the latest book from Faith Popcorn, trendmeister and marketing guru to the corporate stars, aren't accurate. On the contrary. The author has always had a knack for capturing social and demographic trends. She spied the first sign of folks staying home as the go-go '80s wound down--which she termed ``cocooning.'' Now she's into ``clanning,'' which is joining affinity groups, virtual and otherwise. (Just check the Web to see how right she is.)

Breezily written by Popcorn and collaborator Lys Marigold, Clicking--No.2 on this month's best-seller list--is pretty good beach reading. It teases, with the Fantasy Adventure and Pleasure Revenge trends. It's politically correct, with FemaleThink and Mancipation (i.e., MaleThink). Old Sixties types will like the anti-Establishment slant of Icon Toppling and the Vigilante Consumer.

My personal favorite is Cashing Out, in which professionals opt out of high-powered careers for simpler lives. All my trust-fund friends are into this: They E-mail me from Telluride, Colo., and Bend, Ore., about their redwood houses designed by architects who are into simplicity. But, hey, if I can't belong to this trend, I can join another of Popcorn's--Small Indulgences. Example? Gorging on Haagen Dazs after a tough day at work. See, there's something for everyone in this book.



1 THE DILBERT PRINCIPLE by Scott Adams (HarperBusiness -- $20) The revenge of the cubicle dwellers.

2 CLICKING by Faith Popcorn and Lys Marigold (HarperCollins -- $26) Spotting trends in order to achieve success and personal fulfillment.

3 THE MOTLEY FOOL INVESTMENT GUIDE by David and Tom Gardner (Simon & Schuster -- $24) An online investment duo puts it in writing.

4 WALL STREET MONEY MACHINE by Wade B. Cook (Lighthouse Publishing -- $24.95) Formulas to help you strike it rich.

5 BUILT TO LAST by James C. Collins and Jerry I. Porras (HarperBusiness -- $25) How 3M, Wal-Mart, Procter & Gamble, and others became standouts.

6 THE PATH by Laurie Beth Jones (Hyperion -- $16.95) How to plot your own mission statement.

7 RAVING FANS by Kenneth Blanchard PhD and Sheldon Bowles (Morrow -- $20) Turning customers into your biggest boosters.

8 LEADERSHIP SECRETS OF THE ROGUE WARRIOR by Richard Marcinko (Pocket Books -- $20) Navy Seal and novelist's commandments for business.

9 THE DEATH OF COMPETITION by James F. Moore (HarperBusiness -- $25) An examination of cooperative/competitive relationships among companies.

10 MEMOS FROM THE CHAIRMAN by Alan C. Greenberg (Workman -- $14.95) Bear Sterns's ``Ace'' expounds on cycles, trends, and telephone rudeness.

11 THE BEARDSTOWN LADIES' STITCH-IN-TIME GUIDE TO GROWING YOUR NEST EGG by the Beardstown Ladies Investment Club with Robin Dellabough (Hyperion -- $19.95) The team from Illinois turns to retirement planning.

12 THE FUTURE OF CAPITALISM by Lester C. Thurow (Morrow -- $25) Is the economic system headed for a new dark age?

13 INSIDE THE TORNADO by Geoffrey A. Moore (HarperBusiness -- $25) Lessons on marketing mined from Silicon Valley.

14 THE DISCIPLINE OF MARKET LEADERS by Michael Treacy and Fred Wiersema (Addison-Wesley -- $25) Consultants diagnose what successful companies do.

15 MANAGEMENT OF THE ABSURD by Richard Farson (Simon & Schuster -- $21) The paradoxes of management, as seen by a psychologist.


1 THE SEVEN HABITS OF HIGHLY EFFECTIVE PEOPLE by Stephen R. Covey (Fireside -- $12) Habitually popular.

2 THE BEARDSTOWN LADIES' COMMON-SENSE INVESTMENT GUIDE by the Beardstown Ladies Investment Club with Leslie Whitaker (Hyperion -- $10.95) Recipes for Four-Bean Salad, Five-Hour Stew--and 23% returns.

3 FIRST THINGS FIRST by Stephen R. Covey, A. Roger Merrill, and Rebecca R. Merrill (Fireside -- $14) Managing your time by balancing your life.

4 LEARN TO EARN by Peter Lynch and John Rothchild (Fireside -- $13) Capitalism for beginners.

5 THE 1996 WHAT COLOR IS YOUR PARACHUTE? by Richard Nelson Bolles (Ten Speed Press -- $14.95) The enduring job-search bible.

6 GET A FINANCIAL LIFE by Beth Kobliner (Fireside -- $11) Hey, Gen X'ers--mutual funds and mortgages can be fun!

7 1001 WAYS TO REWARD EMPLOYEES by Bob Nelson (Workman -- $8.95) Give them a champagne brunch, a casual-dress day--or plain old cash.

8 THE ONLY INVESTMENT GUIDE YOU'LL EVER NEED by Andrew Tobias (Harcourt, Brace -- $12) Overcoming ``money intimidation,'' now in an updated edition.

9 JESUS CEO by Laurie Beth Jones (Hyperion -- $10.95) That team-builder and turnaround artist from Nazareth.

10 THE WALL STREET JOURNAL GUIDE TO UNDERSTANDING MONEY AND INVESTING by Kenneth M. Morris and Alan M. Siegel (Fireside -- $13.95) Concise explanations enriched with graphics.

11 GETTING TO YES by Roger Fisher, William Ury, and Bruce Patton (Penguin -- $11.95) A Harvard team's step-by-step guide to conflict resolution.

12 YOUR MONEY OR YOUR LIFE by Joe Dominguez and Vicki Robin (Penguin -- $11.95) To achieve financial independence, restructure your life.

13 WAVE 3 by Richard Poe (Prima -- $14.95) Quit your job and become a sales entrepreneur through ``multi-level marketing.''

14 THE ONE MINUTE MANAGER by Kenneth Blanchard PhD and Spencer Johnson M.D. (Berkley -- $9.95) Three management techniques, conveyed in brief story form.

15 THE WARREN BUFFETT WAY by Robert G. Hagstrom Jr. (Wiley -- $14.95) A useful analysis of how Buffett does it.

BUSINESS WEEK's Best-Seller List is based on a survey of chain and independent booksellers that carry a broad selection of books on economics, management, sales and marketing, small business, investing, personal finance, and careers. Well over 1,000 retail outlets nationwide are represented. Current rankings are based on a weighted analysis of unit sales in May.

By Bruce Nussbaum


Monday, November 25, 1996 by bwwebmaster
Copyright 1996, Bloomberg L.P. All rights reserved.