As the man who identified the "soccer mom" while President Clinton's pollster, Mark Penn has long been at the right hand of significant national power and hard-data insight into key political and socioeconomic trends. Now a chief adviser to presidential candidate Sen. Hillary Clinton (D-NY) – not to mention CEO of Burson – his influence on political messaging is greater than ever. His book, Microtrends, identifies marketable segments of society uncovered by the kind of polling done by Penn, Schoen & Berland Associates, which Penn cofounded. So clearly perceived is his power, that Penn faces questions about the propriety of serving Clinton and Burson. Penn says he has rescued himself from Burson work that conflicts with his Clinton efforts, but reportedly retains personal oversight of Microsoft.