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Title: NOTE: To appreciate this presentation [and insure that it is not a mess], you need Microsoft fonts:


1
NOTE To appreciate this presentation and
insure that it is not a mess, you need Microsoft
fonts Showcard Gothic, Ravie, Chiller
and Verdana
2
NOTE To appreciate this presentation, you need
Microsoft fonts Showcard Gothic, Ravie,
Chiller and VerdanaMaster/Excellence.
Always./part FOUR (of 7)new
Markets(Stupendous Opportunity)18 June 2007
3
NOTE To appreciate this presentation, you need
Microsoft fonts Showcard Gothic, Ravie,
Chiller and VerdanaMasterExcellence.
Always.part one (of 7)all you need to
know(dwelling on the obvious)not your
fathers worldintroduction to excellence.18
june 2007
4
NOTE To appreciate this presentation, you need
Microsoft fonts Showcard Gothic, Ravie,
Chiller and VerdanaMasterExcellencepart
two (of 7)innovate.Or.Die.18 june 2007
5
NOTE To appreciate this presentation, you need
Microsoft fonts Showcard Gothic, Ravie,
Chiller and VerdanaMaster/Excellence.
Always./part THREE (of 7)up, up, up, up
the value added ladder (solutions-experiences-
dreams-lovemarks)18 June 2007
6
NOTE To appreciate this presentation, you need
Microsoft fonts Showcard Gothic, Ravie,
Chiller and VerdanaMasterExcellence.
Always.part FIVE (of 7)people!(Brand you.
Talent. Health. Education. Leadership.)18 june
2007
7
NOTE To appreciate this presentation, you need
Microsoft fonts Showcard Gothic, Ravie,
Chiller and VerdanaMasterExcellencepart
SIX (of 7)excellence.summaries.Lists.18
june 2007
8
Part sevenExtended Talent Leadership0618.07
9
Tom Peters X25EXCELLENCE.
ALWAYS.MASTER/0618.2007/Part FOURIn Search
of Excellence 1982-2007
10
part four
11
Slides at tompeters.com
12
NEW MARKETS.
13
E-nor-mous Stra-te-gic opp-or-tun-ity. Damn it.
14
women.BOOMERS.GEEZERS.
15
Amazon Reviewer Trends TP-MB book is old
news! (1 of 5 stars)TP Repeating it doesnt
make it old. It aint old if it hasnt been
implemented!
16
What the hell do I have to do to make my
point?Tom Peters/10.10.2006
17
The Copenhagen (Self) Pact re This
TopicEarly!Loud!Repetitive!Aggressive!
Unfriendly!/rude!/ insulting!
18
ObjectionsDont believe the DATADont believe
the ENORMITY of the opportunityDont believe
the UBIQUITY of the opportunityThink they GET
ITSee it as an InitiativeFlies in the face
of CONVENTIONAL MARKETING WISDOMDont see it as
THE ESSENCE OF STRATEGIC POSITIONINGFail to
understand-TAKE FULL ADVANTAGE Everything must
be changed (Its a Culture issue)Look at it
analytically miss the need for
OBSESSIONSubconsciously threatened!!??Occasion
to make JOKES
19
women.BOOMERS.GEEZERS.
20
EXCELLENCE. AARGH.
21
2005
22
Good Thinking, Guys!Kodak Sharpens Digital
Focus On Its Best Customers Women Page 1
Headline/WSJ/0705
23
EXCELLENCE. DUH.
24
To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
25
women.BOOMERS.GEEZERS.
26
Just Say No. Men
27
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
28
Womens TrifectaBuy WealthLead
ECLIPSE OF MALES (Old/Retire Young/Poorly
educated)
29
Not Just America Boys Falling Seven Years
Behind Girls at GCSE Level headline, Weekly
Telegraph, UK, 10.25.06
30
Girls Again Outshine Boys In CBSE Class 12
ExamsSource Headline, Dateline New Delhi
(0526.2007 Khaleej Times)
31
Admittedly Unequal Many colleges are rejecting
women at rates drastically higher than those for
men (Title)Keeping a balance requires a thumb
on the scale in favor of boys (pull
quote)Source USNWR, 0625.07 (E.g. William and
Mary 26 girls, 44 boys)
32
Fred Reichhelds The Ultimate Question
Customer satisfaction is best measured by one
simple question, how likely are you to recommend
______ to a friend? Net Promoter Score
33
Girls are the new boys.Source The Daily
Mail, 0425.2007, Why todays women want a girl
34
New World, New Girl Power?Not long ago I was
talking with a group of girls at Greenfield High,
in northern New Jersey, about Mary Piphers
bestselling book, Reviving Ophelia. The girls
reaction to Ophelia was one of confusion. They
disagreed with the books premisethat girls are
robbed of vitality and self-esteem as they enter
adolescence. According to Pipher, our sexist
society causes girls to stifle their creative
spirit and natural impulses, which ultimately
destroys their self-esteem. Who are the girls
in this book? asked Sarah, a Greenfield
sophomore. I mean, I feel sorry for them, but
theyre pretty much losers. Were not at all like
them. From what I could see, she was right. The
girls I met were vital. They appeared more
confident than many of the boys. They had not
lost their voice. They neither feared
competition from boys nor the consequences of
out-performing them. Dan Kindlon, Alpha Girls
35
Women are the majority market Fara
Warner/The Power of the Purse
36
?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91D.I.Y. (major home
projects) 80Consumer Electronics 51 (66
home computers) Cars 68 (90)All consumer
purchases 83 Bank Account 89Household
investment decisions 67Small business
loans/biz starts 70Health Care 80
37
????80
38
Riding Lawnmowers
39
1970-1998Mens median income 0.6Womens
median income 63Source Martha Barletta,
Marketing to Women
40
WomenHousehold
spending 80Investment decisions 53Home
improvement purchase decisions 80New cars
60Computers 60Managers and professionals,
overall 51New businesses started 70
(Women-owned businesses as a share of all
new businesses Employee growth, 3X Sales
growth, 4X.)Source Marti Barletta, PrimeTime
Women (2007)
41
91 women ADVERTISERS DONT UNDERSTAND US.
(58 ANNOYED.)Source Greenfield Online for
Arnolds Womens Insight Team (Martha Barletta,
Marketing to Women)
42
USA/F.Stats Short n (Very) Sweetgt50 of stock
ownership, 13T total wealth (2X in 15
years)gt7T consumer biz spending (gt50 GDP gt
Japan GDP) gt80 consumer spdg (Consumer 70
all spdg) 57 BA degrees (2002) ed social
strata, no wage gap60 Internet users gt50
primary users of electronic equipmentgt50 biz
tripsWimBiz Employees gt F500 10M 33 all US
BizPay from 62 in 1980 to 80 today equal if
education, social status, etc are equal60
work 46M (divorced, widowed, never
married)Source Fara Warner, The Power of the
Purse
43
Women gt 50 of Household Income in gt50 of
households. In 48 of the 55 of
households/married couples, women provide gt50 of
income. 27 of households are headed by a
single female. 75 of married female execs with
the rank of VP or above out earn their spouse.
Women control 51 of private wealth in the U.S.
head 40 of households with gt600K assets 47 of
market investors are women.Major Credit Union
pre Y2K, modal customer was 53-year-old family
man today, 46-year-old single working
woman.Commercial 51 purchasing managers are
women.Women make gt80 consumer purchases
businesswomen make gt90 of household purchasing
decisions. Women 70 of travel decisions
purchase 57 of consumer electronics write 80
of personal checks purchase gt50 of cars
(primary influence gt80). Source Dont Think
Pink What Really Makes Women Buyand How to
Increase Your Share of This Crucial Market, Lisa
Johnson Andrea Learned
44
Internet users 60 manage their lives and
the lives of their families Kelley Mooney,
president, Resource InteractiveSource Fara
Warner, The Power of the Purse
45
The 91 Factor! More than 9 in 10 women age 35
- 49 say they either make or at least equally
influence their household purchases of home
electronics. Source Andrea Learned, co-author,
Dont Think Pink
46
The most significant variable in every sales
situation is the gender of the buyer, and more
importantly, how the salesperson communicates to
the buyers gender. Jeffery Tobias Halter,
Selling to Men, Selling to Women
47
  • A World of Difference
  • Build Sales and Share by Tapping into
  • the Buying Power of Women

Martha Barletta Author, Marketing to Women
President CEO, The TrendSight Group
Powered by Microsoft Office Live Meeting
48
The Perfect Answer
Jill and Jack buy slacks in black
49
(No Transcript)
50
Men seem like loose cannons. Men always move
faster through a stores aisles. Men spend less
time looking. They usually dont like asking
where things are. Youll see a man move
impatiently through a store to the section he
wants, pick something up, and then, almost
abruptly hes ready to buy. For a man, ignoring
the price tag is almost a sign of virility.
Paco Underhill, Why We Buy (Buy this book!)
51
She knows more about the Volvo than the
salesman who greets her at the door. But how is
she treated? As if she has a low IQ , is slightly
hard of hearing , and really has no right to be
buying a luxury car and if she brought a male
friend with her, odds are 101 that the clueless
salesperson spent most of his time speaking to
him . Selling to Men, Selling to Women, Jeffery
Tobias Halter
52
(No Transcript)
53
Women dont buy brands. They join
them.EVEolution
54
Selling to men The TRANSACTION ModelSelling to
Women The RELATIONAL ModelSource Selling
to Men, Selling to Women, Jeffery Tobias Halter
55
Editorial/Men Tables, rankings.Editorial/Women
Narratives that cohere.Redwood (UK)
56
FemaleThink/ Popcorn MarigoldMen and women
dont think the same way, dont communicate the
same way, dont buy for the same reasons.He
simply wants the transaction to take place. Shes
interested in creating a relationship. Every
place women go, they make connections.
57
Purchasing PatternsWomen Harder to convince
more loyal once convinced.Men Snap decision
fickle.Source Martha Barletta, Marketing to
Women
58
How Many Gigs You Got, Man?Hard to believe
Different criteria Every research study
weve done indicates that women really care
about the relationship with their vendor.
Robin Sternbergh/ IBM
59
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
60
The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
61
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
62
People powered Age 3 days, baby girls 2X eye
contact. Source Martha Barletta, Marketing to
Women
63
Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information, establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings. Judy Rosener, Americas
Competitive Secret
64
When a woman is upset, she talks emotionally to
her friends but an upset man rebuilds a motor or
fixes a leaking tap.Barbara Allan Pease,
Why Men Dont Listen Women Cant Read Maps
65
Stress Men
Fight or flee Women Seek the company of
friendsSource UCLA, Female
Response to Stress Tend and Befriend, Not Fight
or Flight/Psychological Review90 of stress
research men
66
Men Individual perspective. Core unit is me.
Pride in self-reliance.Women Group
perspective. Core unit is we. Pride in team
accomplishment. Source Martha Barletta,
Marketing to Women
67
The Hollywood scripts that men write tend to be
direct and linear, while womens compositions
have many conflicts, many climaxes, and many
endings.Helen Fisher, The First Sex The
Natural Talents of Women and How They Are
Changing the World
68
A woman can effortlessly speak 6,000 to 8,000
words a day, use an additional 2,000-3,000 vocal
sounds and 8,000-10,000 gestures and body
signals. A man utters 2,000-4,00 words,
1,000-2,000 vocal sounds and makes 2,000-3,000
body language signals. In other words, women
communicate three times more than men. Barbara
and Allan Pease (from Selling to Men, Selling to
Women, Jeffery Tobias Halter)
69
Week 8 testosterone time!Louann Brizendine,
Neuropsychiatrist, The Female Brain. Week
8/Testosterone surge kills communication
cells grows sex aggression cells. Also/E.g.
10X to 20X, F eye contact/look for emotional
signals by 3 months. Later F, more sentences
that begin with Lets more likely to take
turns
70
2.6 vs. 21
71
75 switch financial advisors within 3 years
of widowhoodSource Eileen McDonnell, The
American College
72
Addenda Vive La difference!
73
Resting State 30, 90 A woman knows her
childrens friends, hopes, dreams, romances,
secret fears, what they are thinking, how they
are feeling. Men are vaguely aware of some short
people also living in the house.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
74
As a hunter, a man needed vision that would
allow him to zero in on targets in the distance
whereas a woman needed eyes to allow a wide arc
of vision so that she could monitor any predators
sneaking up on the nest. This is why modern men
can find their way effortlessly to a distant pub,
but can never find things in fridges, cupboards
or drawers.Barbara Allan Pease, Why Men
Dont Listen Women Cant Read Maps
75
Female hearing advantage contributes
significantly to what is called womens
intuition and is one of the reasons why a woman
can read between the lines of what people say.
Men, however, shouldnt despair. They are
excellent at imitating animal sounds.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
76
One good thing about being a man is that men
dont have to talk to each other. Peter Cocotas
77
SensesVision Men, focused Women,
peripheral.Hearing Womens discomfort level I/2
mens.Smell Women gtgt Men.Touch Most sensitive
man lt Least sensitive women.Source Martha
Barletta, Marketing to Women
78
How many men does it take to change a roll of
toilet paper?Its unknown. Its never
happened.Source Allan Pease Barbara Pease,
Why Men Can Only Do One Thing at a Time and Women
Never Stop Talking
79
Addendaends
80
Women come out better on almost every count as
investors They are less likely to hold a losing
investment too long, and less likely to wait too
long to sell a winner theyre also less likely
to put too much money into a single investment or
to buy a reputedly hot stock without doing
sufficient research. Source The Merrill
report When It Comes to Investing, Gender A
Strong Influence on Behavior./Atlantic
81
Value Line Top State Investment Clubs 8 All
male19 Coed22 All FEMALE VT Maine not
included D.C. included
82
Women and Financial AdvisorsWomen want ... a
plan to be listened to to read about it and
think about itWomen do not want ... a
high-pressure sales pitchSource Kathleen
Boyd, SVP, Wheat First Butcher Singer (now part
of Wachovia Securities)
83
Women as Healthcare Decision Makers read
vociferously want choices value convenience
look for small signs of sensitivity (gowns that
close)Source Cheryl Stone, Rynne Marketing
Group
84
Women and Healthcare Women are more
dissatisfied Women are frustrated by the way
they are treated and spoken to by physicians
Women seek more information Women are more
pressed for time Women make most healthcare
decisions and purchasesSource Patricia Braus,
Marketing Health Care to Women
85
Discover, by accident, blue ocean womens
financial needs!Ignore your Dean Witter
boss!Sell 750,000 copies of your latest book to
Wells Fargo Home Mortgage!Source the David
Bach story, including Smart Women Finish Rich,
per IBD (01.08.07)
86
1. Men and women are different.2. Very
different.3. VERY, VERY DIFFERENT.4. Women
Men have a-b-s-o-l-u-t-e-l-y nothing in
common.5. Women buy lotsa stuff.6. WOMEN BUY
A-L-L THE STUFF.7. Womens Market Opportunity
No. 1.8. Men are (STILL) in charge.9. MEN ARE
TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.
87
10. Womens Market Opportunity No. 1.
88
P-l-e-a-s-e Read Fara Warner The Power of the
Purse
89
Cases! Cases! Cases!McDonalds
(mom-centered to majority consumer not via
kids)Home Depot (Do it everything!
Herself)PG (more than house cleaner)
DeBeers (right-hand rings/4B)AXA
FinancialKodak (women emotional centers of
the household)Nike (gt jock endorsements new
def sports majority consumer)AvonBratz (young
girls want friends, not a blond
stereotype)Source Fara Warner/The Power of the
Purse
90
Mostly Moms Women were either ignored in
favor of focusing on mengenerally considered the
industrys most frequent users and therefore its
most important consumersor they were cast in the
role of moms who were simply conduits to their
children. Fara Warner, The Power of the Purse,
From Minority to Majority McDonalds Discovers
the Woman Inside the Mom
91
We simply had stopped being relevant to women.
Kay Napier, SVP Marketing (Fara Warner, The
Power of the Purse, From Minority to Majority
McDonalds Discovers the Woman Inside the Mom)
92
McDonalds shifted its strategy toward women
from one of minority consumers who served as a
conduit to the important childrens market to one
in which women are the companys majority
consumers and the main driver behind menu and
promotion innovation. Fara Warner, The Power
of the Purse, From Minority to Majority
McDonalds Discovers the Woman Inside the Mom
93
In Dove Ads, Normal Is the New Beautiful
Headline, Advertising Age
94
Doves Campaign Ads Are Raging Success Because
They Are Aspirational, But Doable Dr Joyce
Brothers, Advertising Age article-headlineUnile
ver For too long beauty has been defined by
narrow, unattainable stereotypes. Its time to
change all that because real beauty comes in
many shapes, sizes, colors, and ages. Dr
Brothers everyday people The disconnect
between the Barbie-esque model and the average
woman begins to fade. looks vs beauty
95
Unilever brand Doves use of six generously
proportioned real women to promote its
skin-firming preparations must qualify as one of
the most talked-about marketing decisions taken
this summer. It was also one of the most
successful Since the campaign broke, sales of
the firming lotion have gone up 700 percent in
the UK, 300 percent in Germany and 220 percent in
the Netherlands. Financial Times
96
EXCELLENCE. OPPORTUNITY.WOMEN. BUSINESS.
OWNERS.
97
10.6
98
The growth and success of women-owned businesses
is one of the most profound changes taking place
in the business world today. Margaret
Heffernan, How She Does It
99
U.S. firms owned or controlled by Women 10.6
million (48 of all firms) Growth rate of
Women-owned firms vs all firms 3X Rate of jobs
created by Women-owned firms vs all firms
2X Ratio of total payroll of Women-owned firms
vs total for Fortune500 firms gt1.0 Ratio of
likelihood of Women-owned firms staying in
business vs all firms gt1.0 Growth rate of
Women-owned companies with revenues of
gt1,000,000 and gt100 employees vs all firms 2X
Source Margaret Heffernan, How She Does It
100
Women-owned Biz U.S. employees gt F500 employees
worldwideSource Martha Barletta, Marketing to
Women
101
Not a Morality PlayIt is critical that we all
understand that IBM is not marketing to women
entrepreneurs because it is the thing to do, or
even the right thing to do. Were marketing to
women entrepreneurs because it is a huge
opportunity. Cherie Piebes
102
94 of loans to womenMicrolending
Banker to the poor Grameen Bank Muhammad
Yunus 2006 Nobel Peace Prize winner
103
PrimeTime Women How to Win the Hearts, Minds and
Business of Boomer Big Spenders Marti Barletta
How She Does It How Women Entrepreneurs Are
Changing the Rules of Business Success. Margaret
Heffernan
104
WOMEN. DOMINATE. ECONOMIC. GROWTH.
105
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
106
Since 1970, women have held two out of every
three new jobs created. FT, 10.03.2006
107
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline. Even
today in the modern, developed world, surveys
show that parents still prefer to have a boy
rather than a girl. One longstanding reason boys
have been seen as a greater blessing has been
that they are expected to become better economic
providers for their parents old age. Yet it is
time for parents to think again. Girls may now be
a better investment. Girls get better grades in
school than boys, and in most developed countries
more women than men go to university. Women will
thus be better equipped for the new jobs of the
21st century, in which brains count a lot more
than brawn. And women are more likely to
provide sound advice on investing their parents
neste.g. surveys show that women consistently
achieve higher financial returns than men do.
Furthermore, the increase in female employment in
the rich world has been the main driving force of
growth in the last couple of decades. Those women
have contributed more to global GDP growth than
have either new technology or the new giants,
India and China. Source Economist, April 15,
Leader, page 14
108
Continuing on page 73 A Guide to Womenomics
The Future of the World Economy Lies Increasingly
in Female Hands. (Headline.) More stats Around
the globe since 1980, women have filled two new
jobs for everyone taken by a man. Women are
becoming more important in the global marketplace
not just as workers, but also as consumers,
entrepreneurs, managers and investors. Re
consumption, Goldman Sachs in Tokyo has developed
an index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. A couple of final assertions (1)
It is now agreed that the single best
investment that can be made in the developing
world is educating girls. (2) Also,
surprisingly, nations with the highest female
laborforce participation rates, such as Sweden
and the U.S., have the highest fertility rates
and those with the lowest participation rates,
such as Italy and Germany, have the lowest
fertility rates. Source Economist, April 15,
page 73
109
Repeat Goldman Sachs in Tokyo has developed an
index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. Economist, April 15
110
Q No. 1 contributor to developing country
economic improvement?A More education
for women.Source Many (On a related note,
eBay founder Pierre Omidyar and his wife just
gave 100M to Tuftsits biggest gift everto
support micro-lending women typically arethe
recipients of 90 of micro-loans because they
usethe more productively than men.)
111
10 UNASSAILABLE REASONS WOMEN
RULE Women make all the financial
decisions.Women control all the wealth. Women
substantially outlive men. Women start most of
the new businesses. Womens work force
participation rates have soared
worldwide. Women are closing in on same pay for
same job. Women are penetrating senior
ranks rapidly even if the pace is slow for
the corner office per se. Womens
leadership strengths are exceptionally well
aligned with new organizational effectiveness
value-added imperatives. Women are better
salespersons than men. Women buy almost
everythingcommercial as well as consumer
goods. So what exactly is the point of men?
112
One thing is certain Womens rise to power,
which is linked to the increase in wealth per
capita, is happening in all domains and at all
levels of society. Women are no longer content to
provide efficient labor or to be consumers with
rising budgets and more autonomy to spend.
This is just the beginning. The phenomenon will
only grow as girls prove to be more successful
than boys in the school system. For a number of
observers, we have already entered the age of
womenomics, the economy as thought out and
practiced by a woman. Aude Zieseniss de Thuin,
Financial Times, 10.03.2006
113
10.6M94
114
COROLLARY. EXCELLENCE. WOMEN.RULE.
115
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measure TITLE/ Special
Report/ BusinessWeek
116
Lawrence A. Pfaff Assoc. 2 Years, 941 mgrs
(672M, 269F) 360º feedback Women 20 of 20
15 of 20 with statistical significance, incl.
decisiveness, planning, setting stds.) Men
are not rated significantly higher by any of the
raters in any of the areas measured. (LP)
117
On average, women and men possess a number of
different innate skills. And current trends
suggest that many sectors of the
twenty-first-century economic community are going
to need the natural talents of women. Helen
Fisher, The First Sex The Natural Talents of
Women and How They Are Changing the World
118
Womens Strengths Match New Economy Imperatives
Link rather than rank workers favor
interactive-collaborative leadership style
empowerment beats top-down decision making
sustain fruitful collaborations comfortable with
sharing information see redistribution of power
as victory, not surrender favor
multi-dimensional feedback value technical
interpersonal skills, individual group
contributions equally readily accept ambiguity
honor intuition as well as pure rationality
inherently flexible appreciate cultural
diversity. Judy B. Rosener, Americas
Competitive Secret Women Managers
119
Investors are looking more and more for a
relationship with their financial advisers. They
want someone they can trust, someone who listens.
In my experience, in general, women may be better
at these relationship-building skills than are
men. Hardwick Simmons, CEO, Prudential
Securities
120
Works RewardsF Relationships, respect,
self-realization.M Title, salary, power. (In
all my research with men, Ive never once heard a
mention about the importance of
relationships.)Source Susan Rice, former
Director of Communications, BBDO Europe (from A
Dignified Woman)
121
Women see power in terms of influence, not
rank. Fortune
122
Thank you17 Men 84 Women 19
123
Guys want to put everybody in their
hierarchical place. Like, should I have more
respect for you, or are you somebody thats
south of me? Paul Biondi, Mercer Consultants
from Its Not Business, Its Personal, Ronna
Lichtenberg
124
New World, New Girl Power?Not long ago I was
talking with a group of girls at Greenfield High,
in northern New Jersey, about Mary Piphers
bestselling book, Reviving Ophelia. The girls
reaction to Ophelia was one of confusion. They
disagreed with the books premisethat girls are
robbed of vitality and self-esteem as they enter
adolescence. According to Pipher, our sexist
society causes girls to stifle their creative
spirit and natural impulses, which ultimately
destroys their self-esteem. Who are the girls
in this book? asked Sarah, a Greenfield
sophomore. I mean, I feel sorry for them, but
theyre pretty much losers. Were not at all like
them. From what I could see, she was right. The
girls I met were vital. They appeared more
confident than many of the boys. They had not
lost their voice. They neither feared
competition from boys nor the consequences of
out-performing them. Dan Kindlon, Alpha Girls
125
Womens Negotiating
StrengthsAbility to put themselves in their
counterparties shoesComprehensive, attentive
and detailed communication styleEmpathy that
facilitates trust-buildingCurious and attentive
listeningLess competitive attitudeStrong
sense of fairness and ability to
persuadeProactive risk managerCollaborative
decision-makingSource Horacio Falcao, Cover
story/May 2006, World Business, Say It Like a
Woman Why the 21st-century negotiator will need
the female touch
126
Degree GapWomMen/Bachelors 2000 133
2010 142WomMen/Masters 2000 138 2010
151 Whites, Blacks, Hispanics, Asians, Native
AmericansSource The New Gender
Gap/BusWeek/05.26.2003
127
THE NEW GENDER GAP From kinder-garten to grad
school, boys are becoming the second sex Cover
story, BusinessWeek
128
Girls education 1 Yields highest return on
investment in developing worldbetter
nutrition for family. Better kids education.
Better health. Higher family income. Lower birth
rate. Etc.Source Larry Summers, as reported in
The Payoff From Womens Rights, Isobel Coleman,
Foreign Affairs/May-June 2004
129
Are men obsolete? Headline, USNWR
130
New (4 of 7) Value-added Ladder Plays to
Womens Inherent Strengths! Lovemark/F Dreams
Come True/F Spellbinding Experiences/FGamechangi
ng Solutions/FServices/FGoods/MRaw Materials/M
131
TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch
with others?Source Selling Is a Womans Game
15 Powerful Reasons Why Women Can Outsell Men,
Nicki Joy Susan Kane-Benson
132
Society is based on male standards with women
seen as anomalies deviating from the male norm.
Bi Puvaneu, Institute for Future Studies
(Stockholm)
133
The Core Argument Women Ought to Rule!1.
We are in a War for Talent.2. The war will
intensify.3. There is a severe shortage of
effective leaders at all levels.4. Women are
under-represented in our leadership ranks at
or near the top.5. Women and men are different
new science reinforces this view.6.
Womens strengths match the New Economys
leadership needsto a striking degree.7. Women
are also the principal purchasers of goods
and servicesretail and commercial.8. Ergo,
women are a large part of the answer to
the War for Talent/leadership shortage
issue/opportunity.
134
Company formed in KSA Kingdom of Saudi Arabia
to boost womens role in corporate world
headline, Khaleej Times (UAE), 0526.07 (formed
by Prince Khalid bin Alwaleed50 women in
leadership roles in his company)
135
Winning the Talent War for Women Sometimes It
Takes a Revolution Douglas McCracken, HBR,
Article title
136
Deloitte was doing a great job of hiring
high-performing women in fact, women often
earned higher performance ratings than men in
their first years with the firm. Yet the
percentage of women decreased with step up the
career ladder. Most women werent leaving to
raise families they had weighed their options in
Deloittes male-dominated culture and found them
wanting. Many, dissatisfied with a culture they
perceived as endemic to professional service
firms, switched professions. D ouglas
McCracken, Winning the Talent War for Women
HBR
137
The process of assigning plum accounts was
largely unexamined. Male partners made
assumptions I wouldnt put her on that kind of
company because its a tough manufacturing
environment. That client is difficult to deal
with. Travel puts too much pressure on women.
Source Douglas McCracken, Winning the Talent
War for Women HBR
138
!!!!!!!!!!!!!!!14 to 168Leadership
Positions/DT/1992-2002/WIAR
139
women.BOOMERS.GEEZERS.
140
!!!!!!!!!!!!!!!!! People turning 50 today have
more than half of their adult life ahead of
them. Bill Novelli, 50 Igniting a Revolution
to Reinvent America
141
2014,000,000,000,000- 25,000,000,000,000
142
7/13
143
women.BOOMERS.GEEZERS.
144
Subject Marketers StupidityIts 18-44,
stupid!
145
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
146
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
147
2000-2010 Stats18-44 -155 21(55-64
47)
148
!!!!!!!!!!!!!!!!! People turning 50 today have
more than half of their adult life ahead of
them. Bill Novelli, 50 Igniting a Revolution
to Reinvent America
149
BOOMERS.GEEZERS.MONEY.ALL.NOW.
150
We are the Aussies Kiwis Americans
Canadians. We are the Western Europeans
Japanese. We are the fastest growing, the
biggest, the wealthiest, the boldest, the most
(yes) ambitious, the most experimental
exploratory, the most different, the most
indulgent, the most difficult demanding, the
most service experience obsessed, the most
vigorous, (the least vigorous,) the most health
conscious, the most female, the most
profoundly important commercial market in the
history of the worldand we will be the Center of
your universe for the next twenty-five years.
We have arrived!
151
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152
See me. Watch me. respect me. Suck up to
me. Serve me. Love me. Love my longevity. Love
my m-o-n-e-y.
153
Elizabeth Cady Stanton (more or less) (circa
0331.2007)
154
See her. Watch her. respect her. Be
obsequious to her. Serve her. Love her. Love her
long longevity. Love her m-o-n-e-y. (which is
damn near a-l-l the mon-.)
155
Boomers-Geezers-Womens TrifectaBuy/all
Wealth/all time left/ lots
Eclipse of males/retire-die
156
Average of cars purchased per household,
lifetime 13Average of cars bought per
household after the head of household reaches
age 50 7Source Marti Barletta, PrimeTime Women
157
Median Household Net Worthlt35 7K35-44
44K45-54 83K55-64 112K65-69 114K70-74
120Kgt74 100KSource U.S. Census
158
BoomerBucks!Boomer turns 50 every 7 seconds.
2009 majority of U.S. households headed by
someone over 50. 2006-2016 U.S. population up
22.9 million 22.1 million in over-50 group.
2006 1 in 5 adults is F, over 50. Women
between 50-70 who are single 35. Age 45-54
highest average income, 59, 021 (national
average is 42,209). FASTEST GROWING INCOME
CATEGORY WOMEN, 55-64 (4X men in same category).
Women, age 60-64 50 still in workforce.
Highest net worth families, 55-64 (182,000).
People over 50 70 to 79 of all financial
assets 80 of all savings accounts 62 of all
large Wall Street asset accounts 66 of
invested in the stock market. Age 50 29 of
population, 40 of total consumer spending, 50
of discretionary spending. Next 2 decades
BOOMERS WILL INHERIT 14 TRILLION-25 TRILLION
(largest intergenerational transfer of wealth in
history). Marti Barletta, PrimeTime Women
159
55-64 vs 25-34 E.g. New cars trucks 20
more spending. Meals at full-service restaurants
29. Airfare 38. Sports equipment 58.
Motorized recreational vehicles 103. Wine
113. Maintenance, repairs and home insurance
127. Vacation homes 258. Housekeeping
yard services 250 to 500. Source Marti
Barletta, PrimeTime Women
160
507T wealth (70)/ 2T annual income50 all
discretionary spending79 own homes40M credit
card users41 new cars/48 luxury cars610B
healthcare spending/74 prescription drugs5
of advertising targetsKen Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
161
44-65 New Customer Majority 45 larger
than 18-43 60 larger by 2010Source Ageless
Marketing, David Wolfe Robert Snyder
162
The New Customer Majority is the only adult
market with realistic prospects for significant
sales growth in dozens of product lines for
thousands of companies. David Wolfe Robert
Snyder, Ageless Marketing
163
!!!!!!!!!!!!!!!!! People turning 50 today have
more than half of their adult life ahead of
them. Bill Novelli, 50 Igniting a Revolution
to Reinvent America
164
Sixty Is the New Thirty Cover/AARP
165
Fifty-four years of age has been the highest
cutoff point for any marketing initiative Ive
ever been involved in. Which is pretty weird when
you consider age 50 is right about when people
who have worked all their lives start to have
some money to spend. Marti Barletta, PrimeTime
Women
166
One particularly puzzling category of
youth-obsession is the highly coveted target of
men 18-34, and its always referred to as highly
coveted category. Marketers have been distracted
by men age 18-34 because they are getting harder
to reach. So what? Who wants to reach them?
Beyond fast food and beer, they dont buy much of
anything. The theory is that if you get them
while theyre young, theyre yours for life.
What nonsense! Marti Barletta, PrimeTime Women
167
Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
168
Tap into a midlife womans renewed sense of
self, and your cash registers are likely to start
ringing Headline/Fast Company
169
WOMAN of the Year Shes the most powerful
consumer in America. And as she starts to turn
sixty this month, the affluent baby boomer is
doing what shes always doneredefining herself.
Joan Hamilton, Town Country, JAN06
170
Marketers attempts at reaching those over 50
have been miserably unsuccessful. No markets
motivations and needs are so poorly understood.
Peter Francese, founding publisher, American
Demographics
171
Possession Experiences /Desires for
things/Young adulthood/to 38Catered
Experiences/ Desires to be served by
others/Middle adulthoodBeing
Experiences/Desires for transcending
experiences/Late adulthoodSource David Wolfe
and Robert Ageless Marketing
172
2006/Top 10 of U.S. EarnersLuxury
goods for the home . -5.7Fashion jewelry
... -8.7Luxury cars ..
-0.9Experiential luxury .. 10.7 The
wealthy are increasingly spending more on doing
things than owning things /Unity
MarketingTravel, dining, entertainment, spa
beauty Source European Business
(04.2007)
173
Boomers Were not going gently. Were going the
way our generation does everything else. Research
it. Make sure youre getting the best deal. Study
the alternatives the way we studied alternative
families and alternative diets and alternative
religions. Baby Boomers Want Less Pain And More
Grace Before That Good night, reads one headline
James Atlas/ My Life in the Middle Ages
174
Boomer Days/Richard BransonVirgin Night Clubs
to Virgin Health Clubs
175
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
176
Fifty-four years of age has been the highest
cutoff point for any marketing initiative Ive
ever been involved in. Which is pretty weird when
you consider age 50 is right about when people
who have worked all their lives start to have
some money to spend. Marti Barletta, PrimeTime
Women
177
While Foxs overall ratings are down about 6
from last year, the network has moved from fourth
place into first among viewers from ages 18 to
49, which all the networks other than CBS define
as the only competition that counts.
NYT/11.01.2004 Translation
dumb./ignorant./stupid./all three.
178
Brand Loyalty Stable or Unstable/Fickle?Seri
al Monogamy A Personal OdysseyTom
Peters/0411.07
179
Beer National Boh to Bud to Anchor Steam to
ZilchCar Chevrolet (1942-1962) to misc to
SubaruBiz Clothes Various warehouses to Brooks
to Nordstrom to MilanBiz Big (U.S. Navy,
McKinsey) to Small (de facto self-employed)Sports
clothes Misc-cheap to NorthfaceSpouse Sexy
broad (wife 1) to Best friend/Brainy
(sexy)School Cornell to Stanford to RISD (Go
Nads!)Pens Cross to BicFood Safeway to Whole
FoodsMusic Beatles to QueenHome Furnishings
With it to ComfortableHome SF Bay Area to West
Tinmouth VTFavorite sport Lacrosse-Crew to
Speed Walking-Trekking-RowingFavorite MLB, NFL
Orioles-Baltimore Colts to As-Raiders
(Warriors!)Favorite magazine Life to
WiredFavorite media Print-Radio to
Web-RadioFavorite airline TWA to American to
LufthansaHome East to WestVacations USA to
New Zealand Price Cheap to Varied (WalMart to
Milan)Hotel Ramada/Holiday Inns to Four
Seasons/Leading HotelsRestaurants McDonalds to
Hole in the wall Stores Misc/Big to Little
shopsLoyalty Serial monogamy (just as loyal now
as then love em, then leave em)
180
Older people have an image problem. As a
culture, were conditioned toward youth. When
we think of youth, we think energetic and
colorful when we think of middle age or
mature, we think tired and washed out. and
when we think of old or senior, we think
either exhausted and gray or, more likely, we
just dont think. The financial numbers are
absolutely inarguablethe Mature Market has the
money. Yet advertisers remain astonishingly
indifferent to them. Marti Barletta,
PrimeTime Women
181
The mature market cannot be dismissed as
entrenched in its brand loyalties. Carol
Morgan Doran Levy, Marketing to the Mindset of
Boomers and Their Elders
182
Advertisers pay more to reach the kid because
they think that once someone hits middle age hes
too set in his ways to be susceptible to
advertising. In fact, this notion of
impressionable kids and hidebound geezers is
little more than a fairy tale, a Madison Avenue
gloss on Hollywoods cult of youth.James
Surowiecki (The New Yorker/04.01.2002)
183
not.Yet.Done.
184
Age Power will rule the 21st century, and we
are woefully unprepared.Ken Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
185
Just Scream NoLaunch an Initiative.
186
Womens TrifectaBuy/all Wealth/all Lead/
better Eclipse of males/whoops
(Retire-old/Poorly educated-young)
187
Boomers-Geezers-Womens TrifectaBuy/all
Wealth/all time left/ lots
Eclipse of males/retire-die
188
No Target MarketingYes Target Innovation
Target Delivery Systems
189
E-nor-mous Stra-te-gic opp-or-tun-ity. Now.
190
EXCELLE ALWAYS.
191
EXCELLEN ALWAYS.End.PART FOUR.
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