Huge Demographic Shifts Explained and Quantified for Decision Makers Demographics determine the direction of your business. Demographic trends can be overwhelming, misleading, confusing, conflicting, and difficult to predict. Not anymore. John Burns and Chris Porter wrote this book to help make demographic trends easier to understand, quantify, and anticipate. Readers of this book will have a huge competitive advantage because they will be making decisions with facts, and they will be better able to adjust their strategies when unanticipated events shift prevailing trends. Know the facts, and learn to -plan your business better; -support your decisions with facts; and -clarify the demographic confusion using the groupings and frameworks used in this book.