Cramer's endorsement of the soft-spoken Penn on Mad Money isn't just the product of their friendship born at the Harvard Crimson. Cramer believes Penn is the master of trend polling. "Mark Penn was the guy who had polling data in his trunk," he says of their Harvard days. "He'd be trying to push it in while trying to close the trunk." Cramer says the book gives him the confidence to buy into long-term stock swings.
Some examples: The "Ardent Amazons" chapter describes the huge growth of women in jobs requiring brute strength, so he now recommends Under Armour. The "Sun Haters" chapter has him yelling "buy" of Schering-Plough, maker of Coppertone. "I'm trying to find themes that can be parlayed into money," says Cramer. "This is like manna from heaven."
By Paul Bedard