One Hundred Thirteen Million Markets of One

The recent focus on 'the one percent', a group that has come to be associated with wealth and power, obscures where the real source of capital and power lies today. Seventy seven percent of discretionary spending - the engine that drives the American economy - comes from just 46 percent of the population. This largely undetected group is responsible for those parts of the American economy that are thriving despite the toughest conditions in living memory. We call them NEOs, short for the New Economic Order, as their spending adds up to an economy within an economy wherever they are. Their discovery reveals the potential for significant growth across all business sectors but, more importantly, points to a blueprint for building a sustainable economic engine, capable of powering America out of its current crisis and through the next century. The NEO Economy already exists, but its potential to remodel the entire US economy has barely been touched.