Transcript To appreciate this presentation [and insure that it is not a mess], you need Microsoft fonts: NOTE: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana”

To appreciate
this presentation [and insure
that it is not a mess], you need
Microsoft fonts:
NOTE:
“Showcard Gothic,”
“Ravie,” “Chiller”
and “Verdana”
To appreciate this presentation,
you need Microsoft fonts:
“Showcard Gothic,” “Ravie,” “Chiller”
and “Verdana”
NOTE:
Master/
Excellence. Always./
part FOUR (of 7)
“new” Markets
(Stupendous Opportunity)
18 June 2007
To appreciate this presentation,
you need Microsoft fonts:
“Showcard Gothic,” “Ravie,” “Chiller”
and “Verdana”
NOTE:
Master
Excellence. Always.
part one (of 7)
“all you need to know”
(dwelling on the obvious)
not your father’s world
introduction to excellence.
18 june 2007
To appreciate this presentation,
you need Microsoft fonts:
“Showcard Gothic,” “Ravie,” “Chiller”
and “Verdana”
NOTE:
Master*
Excellence
part two (of 7)
innovate.
Or.
Die.
18 june 2007
To appreciate this presentation,
you need Microsoft fonts:
“Showcard Gothic,” “Ravie,” “Chiller”
and “Verdana”
NOTE:
Master/
Excellence. Always./
part THREE (of 7)
up, up,
up, up …
the value added ladder
(solutions-experiences-dreams-lovemarks)
18 June 2007
To appreciate this presentation,
you need Microsoft fonts:
“Showcard Gothic,” “Ravie,” “Chiller”
and “Verdana”
NOTE:
Master
Excellence. Always.
part FIVE (of 7)
people!
(Brand you. Talent. Health.
Education. Leadership.)
18 june 2007
To appreciate this presentation,
you need Microsoft fonts:
“Showcard Gothic,” “Ravie,” “Chiller”
and “Verdana”
NOTE:
Master*
Excellence
part SIX (of 7)
excellence.
summaries.
Lists.
18 june 2007
Part seven
Extended
Talent &
Leadership
0618.07
Tom Peters’ X25*
EXCELLENCE.
ALWAYS.
MASTER/0618.2007/Part FOUR
*In Search of Excellence 1982-2007
part
four
Slides at …
tompeters.com
“NEW”
MARKETS.
E-nor-mous
Stra-te-gic
opp-or-tun
women.
BOOMERS.
GEEZERS.
Amazon Reviewer: “‘Trends’ [TPMB book] is old news!” (1 of 5
stars)
TP:
“Repeating it doesn’t make it
It ain’t old if it
hasn’t been
implemented!”
‘old.’
What the hell
do I have to
do to make
my point?
Tom Peters/10.10.2006
The Copenhagen (Self) Pact re “This Topic”:
*Early!
*Loud!
*Repetitive!
*Aggressive!
*Unfriendly!/rude!/
insulting!
Objections
Don’t believe the DATA
Don’t believe the ENORMITY of the opportunity
Don’t believe the UBIQUITY of the opportunity
Think they “GET IT”
See it as an “Initiative”
Flies in the face of CONVENTIONAL MARKETING WISDOM
Don’t see it as … THE ESSENCE OF STRATEGIC POSITIONING
Fail to understand-TAKE FULL ADVANTAGE “Everything must be
changed” (It’s a “Culture” issue)
Look at it analytically; miss the need for OBSESSION
Subconsciously threatened!!??
Occasion to make JOKES
women
BOOMERS
“EXCELLENCE.”
AARGH.
200
Good Thinking, Guys!
“Kodak Sharpens Digital Focus
On Its Best Customers:
Women”
—Page 1 Headline/WSJ/0705
EXCELLENCE.
DUH.
“To be a leader in
consumer
products, it’s
critical to have
leaders who
represent the
population we
serve.” —Steve Reinemund/PepsiCo
women
BOOMERS
Just Say No.
“Forget China,
India and the
Internet: Economic
Growth Is Driven
by
Women.”
—Headline,
Economist, April 15, 2006, Leader, page 14
Women’s Trifecta+
*Buy
*Wealth
*Lead
+ECLIPSE
OF MALES
(Old/Retire; Young/Poorly educated)
Not Just America …
“Boys Falling
Seven Years
Behind Girls
at GCSE Level”
—headline, Weekly Telegraph, UK, 10.25.06
Girls Again
Outshine Boys
In CBSE Class
12 Exams
Source: Headline, Dateline New Delhi (0526.2007; Khaleej Times)
“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: USN&WR, 0625.07 (E.g. William and Mary: 26% girls, 44% boys)
Fred Reichheld’s
Question :
The Ultimate
Customer satisfaction is
best measured* by one simple
“how likely
are you to
recommend ______
to a friend?”
question,
* “Net Promoter Score”
“Girls are
the new
boys.”
Source: The Daily Mail, 0425.2007,
“Why today’s women want a girl”
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
Pipher’s bestselling book, Reviving Ophelia. … The girls’
reaction to Ophelia was one of confusion. They disagreed
with the book’s premise—that 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 they’re pretty much losers. We’re
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
“Women are
the majority
market”
—Fara Warner/The Power of the Purse
?????????
Home Furnishings … 94%
Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)
Houses … 91%
D.I.Y. (major “home projects”) … 80%
Consumer Electronics … 51% (66% home computers)
Cars … 68% (90%)
All consumer purchases … 83%
Bank Account … 89%
Household investment decisions … 67%
Small business loans/biz starts … 70%
Health Care … 80%
????
Riding Lawnmowers
1970-1998
Men’s median income: +0.6%
Women’s median income:
+ 63%
Source: Martha Barletta, Marketing to Women
Women
Household spending: 80%
Investment decisions: 53%
Home improvement purchase decisions: 80%
New cars: 60%+
Computers: 60%
Managers and professionals, overall: 51%
New 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)
91% women:
“ADVERTISERS DON’T
UNDERSTAND US.”
(58% “ANNOYED.”)
Source: Greenfield Online for Arnold’s Women’s Insight Team
(Martha Barletta, Marketing to Women)
USA/F.Stats: Short ’n (Very) Sweet
>50% of stock ownership, $13T total wealth (2X in 15 years)
>$7T consumer & biz spending (>50% GDP; > Japan GDP);
>80% consumer spdg (Consumer = 70% all spdg)
57% BA degrees (2002); = ed & social strata, no wage gap
60% Internet users; >50% primary users of
electronic equipment
>50% biz trips
WimBiz: Employees > F500; 10M+: 33% all US Biz
Pay from 62% in 1980 to 80% today; equal if education,
social status, etc are equal
60% work; 46M (divorced, widowed, never married)
Source: Fara Warner, The
Power of the Purse
Women > 50% of Household Income in >50% of households.
In 48% of the 55% of households/married couples, women
provide >50% 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
>$600K 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 >80% consumer purchases; businesswomen
make >90% of household purchasing decisions. Women:
70% of travel decisions; purchase 57% of consumer
electronics; write 80% of personal checks; purchase >50% of
cars (primary influence >80%).
Source: Don’t Think Pink: What Really Makes Women Buy—and How to
Increase Your Share of This Crucial Market, Lisa Johnson & Andrea Learned
Internet
users: 60%*
*“manage their lives and the lives of their families” —
Kelley Mooney, president, Resource Interactive
Source: Fara Warner, The Power of the Purse
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, Don’t Think Pink
most significant
variable in every
“The
sales situation is the
gender
of the buyer, and
more importantly, how the
salesperson communicates
to the buyer’s gender.”
—Jeffery Tobias Halter, Selling to Men, Selling to Women
A World of Difference
Build Sales and Share by Tapping into
the Buying Power of Women
Martha
Barletta
T r e n d S i g h t™
Author, Marketing to Women
President & CEO, The TrendSight Group
Powered by Microsoft Office® Live Meeting
The Perfect Answer
Jill and Jack buy
slacks in black…
“Men seem like loose cannons. Men
always move faster through a store’s
aisles. Men spend less time looking.
They usually don’t like asking where
things are. You’ll see a man move
impatiently through a store to the
section he wants, pick something up,
and then, almost abruptly he’s ready to
buy. For a man, ignoring the price tag
is almost
a sign of virility.” —Paco Underhill, Why We
Buy* (*Buy this book!)
“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 10:1 that the
clueless salesperson spent most of his
time speaking to him .” —Selling to Men, Selling
to Women, Jeffery Tobias Halter
“Women don’t buy
They
join them.”
brands.
EVEolution
Selling to men:
The
TRANSACTION Model
Selling to Women:
The
RELATIONAL Model
Source: Selling to Men, Selling to Women, Jeffery Tobias Halter
Editorial/Men: Tables,
rankings.*
Editorial/Women:
Narratives that cohere.*
*Redwood (UK)
FemaleThink/ Popcorn & Marigold
“Men and women don’t think the
same way, don’t communicate
the same way, don’t buy for the
same reasons.”
“He simply wants the transaction
to take place. She’s interested in
creating a relationship. Every
place women go, they make
connections.”
Purchasing Patterns
Women:
Harder to convince; more
loyal once convinced.
Men:
Snap decision; fickle.
Source: Martha Barletta, Marketing to Women
How Many Gigs You Got, Man?
“Hard to believe …
Different criteria”
“Every research study
we’ve done indicates that
women really care about
the relationship with
their vendor.”
Robin Sternbergh/ IBM
EVEolution: Truth No. 1
Connecting Your
Female Consumers to
Each Other Connects
Them to Your Brand
“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
Carol Gilligan/ In a Different Voice
Men: Get away from authority, family
Women: Connect
Men: Self-oriented
Women: Other-oriented
Men: Rights
Women: Responsibilities
Age 3
days, baby
girls 2X eye
contact.
“People powered”:
Source: Martha Barletta, Marketing to Women
“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, America’s Competitive Secret
“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 Don’t Listen & Women
Can’t Read Maps
Stress* **
Men: Fight or flee
Women: Seek the company
of
friends
*Source: UCLA, “Female Response to Stress:
Tend and Befriend, Not Fight or Flight”/
Psychological Review
**90% of stress research: men
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
“The Hollywood scripts that
men write tend to be direct
and linear, while women’s
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
“A woman can effortlessly speak 6,000
to 8,000 words a day, use an additional
2,000-3,000 vocal sounds and 8,00010,000 gestures and body signals. A
man utters 2,000-4,00 words, 1,0002,000 vocal sounds and makes 2,0003,000 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)
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 “Let’s …”; more likely to take turns
2.6 vs.
75% switch
financial advisors
within 3 years of
widowhood
Source: Eileen McDonnell, The American College
Addenda: Vive La
difference!
“A woman
knows her children’s friends, hopes,
dreams, romances, secret fears, what
they are thinking, how they are
“Resting” State: 30%, 90%:
feeling. Men
are vaguely
aware of some short people
also living in the house.”
Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
“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 Don’t Listen & Women Can’t Read Maps
“Female hearing advantage contributes significantly to
what is called ‘women’s intuition’ and is one of the
reasons why a woman can read between the lines of
Men, however,
shouldn’t despair. They are
excellent at imitating animal
sounds.”
what people say.
Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
“One good thing
about being a man
is that men don’t
have to talk to each
other.”
—Peter Cocotas
Senses
Vision: Men, focused; Women,
peripheral.
Hearing: Women’s discomfort
level I/2 men’s.
Smell: Women >> Men.
Touch: Most sensitive man <
Least sensitive women.
Source: Martha Barletta, Marketing to Women
How many men does
it take to change a
roll
of toilet paper?
It’s unknown. It’s
never happened.
Source: Allan Pease & Barbara Pease, Why Men Can Only Do
Addenda
ends
“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; they’re 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
Value Line: Top State* Investment Clubs
8 … All male
19 … Coed
22 … All FEMALE
* VT & Maine not included; D.C. included
Women and Financial Advisors
Women want ...
— a plan
— to be listened to
— to read about it and think about it
Women do not want ...
— a high-pressure sales pitch
Source: Kathleen Boyd, SVP, Wheat First Butcher Singer
(now part of Wachovia Securities)
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
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 purchases
Source: Patricia Braus, Marketing Health Care to Women
Discover, by accident,
“blue ocean” [women’s 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)
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. Women’s Market = Opportunity No. 1.
8. Men are (STILL) in charge.
9. MEN ARE … TOTALLY, HOPELESSLY
CLUELESS ABOUT WOMEN.
10. Women’s
Market =
Opportunity
No. 1.
P-l-e-a-s-e Read …
Fara Warner:
The Power of
the Purse
Cases! Cases! Cases!
McDonald’s (“mom-centered” to “majority consumer”; not
via kids)
Home Depot (“Do it [everything!] Herself”)
P&G (more than “house cleaner”)
DeBeers (“right-hand rings”/$4B)
AXA Financial
Kodak (women = “emotional centers of the household”)
Nike (> jock endorsements; new def sports; majority consumer)
Avon
Bratz (young girls want “friends,” not a blond stereotype)
Source: Fara Warner/The Power of the Purse
“Mostly Moms”
“Women were either ignored
in favor of focusing on men—
generally considered the
industry’s most frequent
users and therefore its most
important consumers—or 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: McDonald’s Discovers
the Woman Inside the Mom”
“We simply had
stopped being
relevant to women.”
—Kay Napier, SVP Marketing (Fara Warner, The Power of the
Purse, “From Minority to Majority: McDonald’s Discovers the
Woman Inside the Mom”)
“McDonald’s shifted its strategy
toward women from one of
‘minority’ consumers who served as
a conduit to the important
children’s market to one in which
women are the company’s majority
consumers and the main driver
behind menu and promotion
innovation.” —Fara Warner,
The Power of the Purse, “From Minority to Majority:
McDonald’s Discovers the Woman Inside the Mom”
“In Dove
Ads, Normal
Is the New
Beautiful”
—Headline, Advertising Age
“Dove’s Campaign Ads Are
Raging Success Because
They Are Aspirational, But
Doable”* —Dr Joyce Brothers, Advertising Age
article-headline
*Unilever: “For too long beauty has been defined by narrow,
unattainable stereotypes. It’s 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”
“Unilever brand Dove’s use of six generously
proportioned ‘real women’ to promote its skin-firming
preparations must qualify as one of the most talkedabout 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
EXCELLENCE.
OPPORTUNITY.
WOMEN.
BUSINESS.
OWNERS.
“The growth and
success of womenowned businesses is
one of the most
profound changes
taking place in the
business world
today.” —
Margaret Heffernan, How She Does It
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: >1.0
Ratio of likelihood of Women-owned firms staying in
business vs all firms: >1.0
Growth rate of Women-owned companies with
revenues of >$1,000,000 and >100 employees vs all
firms: 2X
Source: Margaret Heffernan, How She Does It
Women-owned Biz
U.S. employees >
F500 employees
worldwide
Source: Martha Barletta, Marketing to Women
Not a Morality Play
“It 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. We’re marketing to
women entrepreneurs because it
is a huge opportunity.” — Cherie Piebes
94%
of loans to …
women*
*Microlending; “Banker to the poor”; Grameen Bank;
Muhammad Yunus; 2006 Nobel Peace Prize winner
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
WOMEN.
DOMINATE.
ECONOMIC.
GROWTH.
“Forget China,
India and the
Internet: Economic
Growth Is Driven
by
Women.”
—Headline,
Economist, April 15, 2006, Leader, page 14
“Since 1970, women
have held two
out of every
three new jobs
created.”
—FT, 10.03.2006
“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’ nest—e.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
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 women’s increased
purchasing power; over the past decade the value of shares in
“Goldman’s basket has risen by 96%, against the Tokyo
stockmarket’s 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
Repeat: “Goldman Sachs in Tokyo
has developed an index of 115
companies poised to benefit from
women’s increased purchasing
power; over the past decade the
value of shares in Goldman’s
basket has risen by 96%, against
the Tokyo stockmarket’s rise
of 13%.” —Economist, April 15
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 Tufts—its biggest gift ever—to
support micro-lending; women typically are
the recipients of 90% of micro-loans because they use
the $$$ more productively than men.)
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.
Women’s 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].
Women’s leadership strengths are exceptionally well
aligned with new organizational effectiveness &
value-added imperatives.
Women are better salespersons than men.
Women buy [almost] everything—commercial
as well as consumer goods.
So what exactly is … the point of men?
“One thing is certain: Women’s 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
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
system.
10.6M
94%
COROLLARY.
EXCELLENCE.
WOMEN.
RULE.
“AS LEADERS,
WOMEN
RULE:
New Studies find that
female managers outshine their male
counterparts in almost every measure”
TITLE/ Special Report/ BusinessWeek
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)
“On average, women and men
possess a number of different
innate skills. And current
trends suggest that many
sectors of the twenty-firstcentury 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
Women’s 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,
America’s Competitive Secret: Women Managers
“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 relationshipbuilding skills than are men.” —
Hardwick Simmons, CEO, Prudential Securities
Work’s Rewards
F: Relationships, respect, selfrealization.
M: Title, salary, power. (“In all my
research with men, I’ve never once
heard a mention about the
importance of relationships.”)
Source: Susan Rice, former Director of Communications,
BBDO Europe (from “A Dignified Woman”)
“[Women] see power
in terms of
influence,
not rank.” —Fortune
“Thank you”
17 Men: 8
4 Women: 19
“Guys want to put everybody in
their hierarchical place. Like,
should I have more respect for
you, or are you somebody that’s
south of me?” —Paul Biondi, Mercer Consultants
[from It’s Not Business, It’s Personal, Ronna Lichtenberg]
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
Pipher’s bestselling book, Reviving Ophelia. … The girls’
reaction to Ophelia was one of confusion. They disagreed
with the book’s premise—that 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 they’re pretty much losers. We’re
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
Women’s Negotiating Strengths
*Ability to put themselves in their
counterparties’ shoes
*Comprehensive, attentive and detailed
communication style
*Empathy that facilitates trust-building
*Curious and attentive listening
*Less competitive attitude
*Strong sense of fairness and ability to persuade
*Proactive risk manager
*Collaborative decision-making
Source: Horacio Falcao, Cover story/May 2006, World Business, “Say It
Like a Woman: Why the 21st-century negotiator will need the female touch”
Degree Gap*
Wom:Men/Bachelor’s … 2000:
133; 2010: 142
Wom:Men/Master’s … 2000:
138; 2010: 151
* Whites, Blacks, Hispanics, Asians, Native Americans
Source: The New Gender Gap/BusWeek/05.26.2003
“THE NEW GENDER
GAP: From kindergarten to grad
school, boys are
becoming the
second sex”
—Cover story,
BusinessWeek
Girls education #1: Yields
highest return on investment
in developing world*
*better nutrition for family. Better kids’
education. Better health. Higher
family income. Lower birth rate. Etc.
Source: Larry Summers, as reported in “The Payoff From
Women’s Rights,” Isobel Coleman, Foreign Affairs/May-June
2004
“Are men
obsolete?”
—Headline, USN&WR
New (4 of 7) Value-added “Ladder”:
Plays to Women’s Inherent Strengths!
Lovemark/F
Dreams Come True/F
Spellbinding Experiences/F
Gamechanging Solutions/F
Services/F
Goods/M
Raw Materials/M
“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 day’s
events? Who is better at keeping in touch
with others?”
Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why
Women Can Outsell Men, Nicki Joy & Susan Kane-Benson
“Society is based on
male standards
with women seen as
anomalies
deviating from the
male norm.”
— Bi Puvaneu,
Institute for Future Studies (Stockholm)
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. Women’s strengths match the New Economy’s
leadership needs—to a striking degree.
7. Women are also the principal purchasers of
goods and services—retail and commercial.
8. Ergo, women are a large part of “the answer”
to the War for Talent/leadership shortage
issue/opportunity.
“Company formed in
KSA
to
boost women’s role in
corporate world”
[Kingdom of Saudi Arabia]
—headline, Khaleej Times (UAE), 0526.07 (formed by Prince Khalid
bin Alwaleed—50% women in leadership roles in his company)
“Winning the Talent
War for Women:
Sometimes It Takes a
Revolution”
—Douglas McCracken,
HBR, Article title
“Deloitte was doing a great job of hiring highperforming 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 weren’t leaving to
raise families; they had weighed their
options in Deloitte’s 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]
“The process of assigning plum
accounts was largely unexamined.
… Male partners made
assumptions: ‘I wouldn’t put her
on that kind of company because
it’s 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]
!!!!!!!!!!!!!!!
14 168*
to
*Leadership Positions/D&T/1992-2002/WIAR
women
BOOMERS
GEEZERS
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
20
$14,000,000,000,000$25,000,000,000,000
women
BOOMERS
GEEZERS
Subject: Marketers & Stupidity
“It’s 18-44,
stupid!”
Subject: Marketers & Stupidity
Or is it:
“18-44
is stupid,
stupid!”
Subject: Marketers & Stupidity
Or is it:
“18-44 is
stupid, stupid!”
2000-2010 Stats
18-44: -1%
55+: +21%
(55-64:
+47%)
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
BOOMERS.
GEEZERS.
MONEY.
ALL.
NOW.
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 world—and we will
be the Center of your universe for the
See me.
Watch me.
respect me.
Suck up to me.
Serve me.
Love me.
Love my longevity.
Love my m-o-n-e-y.
Elizabeth Cady Stanton
(more or less) (circa 0331.2007)
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-$$$$$$.)
Boomers’-Geezers’-Women’s Trifecta+
*Buy/all
*Wealth/all
*time left/ lots
*Eclipse of males/retire-die
Average # of cars purchased per
household, “lifetime”:
13
Average # of cars bought per household
after the “head of household” reaches age
50:
7
Source: Marti Barletta, PrimeTime Women
Median Household Net Worth
<35: $7K
35-44: $44K
45-54: $83K
55-64: $112K
65-69: $114K
70-74: $120K
>74: $100K
Source: U.S. Census
BoomerBucks!
Boomer turns 50: every 7 seconds. 2009: majority of
U.S. households headed by someone over 50. 20062016: U.S. population up 22.9 million; 22.1 million in
over-50 group. 2006: 1 in 5 adults is F, over 50.
Women between 50-70 who are single: 35%. Age
45-54: highest average income, $59, 021 (national
average is $42,209). FASTEST GROWING INCOME
CATEGORY: WOMEN, 55-64 (4X men in same
category). Women, age 60-64: 50% still in
workforce. Highest net worth: families, 55-64
($182,000). People over 50: 70% to 79% of all
financial assets; 80% of all savings accounts; 62% of
all large Wall Street asset accounts; 66% of $$
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
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
50+
$7T wealth (70%)/ $2T annual income
50% all discretionary spending
79% own homes
40M credit card users
41% new cars/48% luxury cars
$610B healthcare spending/
74% prescription drugs
5% of advertising targets
Ken Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
44-65:
“New
Customer
Majority” *
*45% larger than 18-43; 60% larger by 2010
Source: Ageless Marketing, David Wolfe & Robert Snyder
“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
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
“Sixty Is
the New
Thirty”
—Cover/AARP
“Fifty-four years of age has been
the highest cutoff point for any
marketing initiative I’ve 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
“One particularly puzzling category of youthobsession is the highly coveted target of men
18-34, and it’s 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
don’t buy much of anything. … The theory is
that if you ‘get them while they’re young,
What
nonsense!”
they’re yours for life.’
—Marti Barletta, PrimeTime Women
“Baby-boomer
Women: The
Sweetest of
Sweet Spots for
Marketers”
—David Wolfe and Robert
Snyder, Ageless Marketing
“Tap into a midlife
woman’s renewed
sense of self, and your
cash registers are
likely to start ringing”
—Headline/
Fast Company
“WOMAN of the Year: She’s
the most powerful
consumer in America. And
as she starts to turn sixty
this month, the affluent baby
boomer is doing what she’s
always done—redefining
herself.”
—Joan Hamilton, Town & Country, JAN06
“Marketers attempts at reaching those
over 50 have been miserably
No market’s
motivations and needs
are so poorly
understood.” Peter Francese, founding
unsuccessful.
—
publisher, American Demographics
Possession Experiences /“Desires
for things”/Young adulthood/to 38
Catered Experiences/ “Desires to
be served by others”/Middle
adulthood
Being Experiences/“Desires for
transcending experiences”/Late
adulthood
Source: David Wolfe and Robert Ageless Marketing
2006/Top 10% of U.S. Earners*
Luxury goods for the home …. -5.7%
Fashion & jewelry …………...… -8.7%
Luxury cars …………………….. -0.9%
Experiential luxury** …..… +10.7%
* “The wealthy are increasingly spending more on doing things
than owning things” /Unity Marketing
**Travel, dining, entertainment, spa & beauty
Source: European Business (04.2007)
“We’re not going gently. We’re
going the way our generation does
everything else. Research it. Make sure
you’re 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 …”
Boomers:
—James Atlas/ My Life in the Middle Ages
Boomer Days/Richard
Branson:
Virgin Night
Clubs to … Virgin
Health Clubs
Subject: Marketers & Stupidity
Or is it:
“18-44 is
stupid, stupid!”
“Fifty-four years of age has been
the highest cutoff point for any
marketing initiative I’ve 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
“While Fox’s 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,
define as the only
competition that counts.” *
which all the networks other than CBS
—NYT/11.01.2004*
dumb./
ignorant./
stupid./
all three.
*Translation …
Brand Loyalty: Stable
or Unstable/Fickle?
Serial Monogamy:
A Personal Odyssey
Tom Peters/0411.07
Beer: National Boh to Bud to Anchor Steam to Zilch
Car: Chevrolet (1942-1962) to misc to Subaru
Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan
Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed)
Sports clothes: Misc-cheap to Northface
Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy)
School: Cornell to Stanford to RISD (Go Nads!)
Pens: Cross to Bic
Food: Safeway to Whole Foods
Music: Beatles to Queen
Home Furnishings: With it to Comfortable
Home: SF Bay Area to West Tinmouth VT
Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing
Favorite MLB, NFL: Orioles-Baltimore Colts to A’s-Raiders (Warriors!)
Favorite magazine: Life to Wired
Favorite media: Print-Radio to Web-Radio
Favorite airline: TWA to American to Lufthansa
Home: East to West
Vacations: USA to New Zealand
Price: Cheap to Varied (Wal*Mart to Milan)
Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels
Restaurants: McDonald’s to Hole in the wall
Stores: Misc/Big to Little shops
Loyalty: Serial monogamy (just as loyal now as then; “love ’em, then leave ’em”)
“Older people have an image problem. As
a culture, we’re 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 don’t think.
… The financial numbers are
absolutely inarguable—the Mature
Market has the money. Yet advertisers
remain astonishingly indifferent to them.
…”
—Marti Barletta, PrimeTime Women
“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
“Advertisers pay more to reach the kid
because they think that once someone
hits middle age he’s 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
Hollywood’s cult of youth.”—
James Surowiecki (The New Yorker/04.01.2002)
not.
Yet.
Done.
“‘Age Power’ will
st
rule the 21 century,
and we are woefully
unprepared.”
Ken Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
Just
Scream “No”:
Launch an
“Initiative.”
Women’s Trifecta+
*Buy/all
*Wealth/all
*Lead/ better
+Eclipse of males/whoops
(Retire-old/Poorly educated-young)
Boomers’-Geezers’-Women’s Trifecta+
*Buy/all
*Wealth/all
*time left/ lots
*Eclipse of males/retire-die
No: “Target
Marketing”
Yes :
“Target Innovation” &
“Target Delivery
Systems”
E-nor-mous
Stra-te-gic
opp-or-tun
EXCELLE
ALWAYS
EXCELLEN
ALWAYS.
End.
PART FOUR