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1、The California Governors Conference for WomenLong Beach12October2000STATEMENT OF PHILOSOPHY:I am a businessperson.An analyst.A pragmatist.The enormous social good of increased womens power is clear to me;but it is not my bailiwick.My“game”is haranguing business leaders about my fact-based conviction
2、 that womens increasing power leadership skills and purchasing power is the strongest and most dynamic force at work in the American economy today.Dare I say it as a long-time Palo Altan THIS IS EVEN BIGGER THAN THE INTERNET!Tom PetersTom PetersCelebrate the Past“Greater opportunity for women is pro
3、bably the most significant gain for human freedom in the last century.”Andrew Sullivan,The New RepublicSWOPSI70Sally Helgesen90Boston96Long Beach00Create the Future“Tomorrow belongs to women.”Helen Fisher,The First Sex:The Natural Talents of Women and How They Are Changing the WorldAnd What a Future
4、!NOW THATS B-I-G!“The period 2000-2002 will bring the single greatest change in worldwide economic and business conditions since we came down from the trees.”David Schneider&Grady Means,MetaCapitalism“The corporation as we know it,which is now 120 years old,is not likely to survive the next 25 years
5、.Legally and financially,yes,but not structurally and economically.”Peter Drucker,Business 2.0(08.00)“We are in a brawl with no rules.”Paul AllaireHeadline:“Bank of America to Cut 10,000 Jobs”“Middle-level and senior managers are expected to be the principal targets of the job cutbacks.”Source:The N
6、ew York Times(07.29.2000)And Now the Equivalent White Collar Revolution!2010“Demographics”:By 2010,full-time workers will be in the minoritySource:MIT study(28August2000)New World of Work Extrinsic“Women have many exceptional faculties bred in deep history:a talent with words;a capacity to read non-
7、verbal cues;emotional sensitivity;empathy;patience;an ability to do and think several things simultaneously;a gift for networking and negotiating;an ability to take the long view;and a gift for cooperating,reaching consensus and leading via egalitarian teams.”Helen Fisher,The First Sex“TAKE THIS QUI
8、CK 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
9、 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“Bo
10、ys are trained in a way that will make them irrelevant.”Phil SlaterIts Girls,Stupid!1996:8.4M women,6.7M men in college(est:9.2 to 6.9 in 2007);more women than men in high-level math and science coursesMore girls in student govt.,honor societies;girls read more books,outperform boys in artistic and
11、musical ability,study abroad in higher numbersBoys do rule:crime,alcohol,drugs,failure to do homework(4:1)Source:The Atlantic Monthly(May2000)The Idea Writ Large“Where do good new ideas come from?Thats simple!From differences.Creativity comes from unlikely juxtapositions.The best way to maximize dif
12、ferences is to mix ages,cultures and disciplines.”Nicholas Negroponte“Diversity defines the health and wealth of nations in a new century.Mighty is the mongrel.The hybrid is hip.The impure,the mlange,the adulterated,the blemished,the rough,the black-and-blue,the mix-and-match these people are inheri
13、ting the earth.Mixing is the new norm.Mixing trumps isolation.It spawns creativity,nourishes the human spirit,spurs economic growth and empowers nations.”G.Pascal Zachary,The Global Me:New Cosmopolitans and the Competitive EdgeDiversity ReduxM.I.(logical-mathematical,linguistic,spatial,musical,kines
14、thetic,interpersonal,intrapersonal)Arts(“A poet in every accounting department”)“The Main crisis in school today is irrelevance.”Daniel Pink,Free Agent Nation“Our education system is a second-rate,factory-style organization,pumping out obsolete information in obsolete ways.Schools are simply not con
15、nected to the future of the kids theyre responsible for.”Alvin Toffler,Business 2.0(09.00)“At the ultimate stage,competition among nations will be competition among educational systems,for the most productive and richest countries will be those with the best education and training.”Richard Rosecranc
16、e,The Rise of the Virtual StateSummary:The New World of WorkN.W.O.:Was-Is Pine-paneled OfficeAddress:1 Big Man PlazaSecretarySuit Formal Rank consciousPretense(“Failures are for fools.”)I love“Yes men”Self-containedWhite is the color of goldSeat 9B,UA233Address:AnneCTyping:60 WPMCasual M-FApproachab
17、leWe are a HOT Team Screwing up is as normal as breathingI love Misfits!I love partnersRainbow rules!TranslationFlexibleFluid-Shape shifterFast Net speedInformal-Peer orientedTalent ObsessedAlliance ManiaEntrepreneurial-MeritocraticIntellectual Property Is All “H.R.”to “H.E.D.”?Human Enablement Depa
18、rtment“Firms will not manage the careers of their employees.They will provide opportunities to enable the employee to develop identity and adaptability and thus be in charge of his or her own career.”Tim Hall et al.,“The New Protean Career Contract”44 Players=44 Projects=44 different success measure
19、s=44 different styles(of you)One if lucky“1 in 10 years”Scout:Great career=1 sleeper findThe New Marketplace Imperative:Creativity Wanted!“The surplus society has a surplus of similar companies,employing similar people,with similar educational backgrounds,working in similar jobs,coming up with simil
20、ar ideas,producing similar things,with similar prices and similar quality.”Kjell Nordstrom and Jonas Ridderstrale,Funky BusinessWinning by DesignDesign“is”WHAT&WHY I LOVE.LOVE.Design“is”WHY I GET MAD.MAD.Design is never neutral.Hypothesis:DESIGN is the principal difference between love and hate!TARG
21、ET “the champion of Americas new design democracy”(Time)Creating Great Experiences“Experiences are as distinct from services as services are from goods.”Joseph Pine&James Gilmore,The Experience Economy:Work Is Theatre&Every Business a Stage“The Starbucks Fix”Is on “We have identified a third place.A
22、nd I really believe that sets us apart.The third place is that place thats not work or home.Its the place our customers come for refuge.”Nancy Orsolini,District Manager“Car designers need to create a story.Every car provides an opportunity to create an adventure.“The Prowler makes you smile.Why?Beca
23、use its focused.It has a plot,a reason for being,a passion.”Freeman Thomas,co-designer VW Beetle;designer Audi TTHmmmm(?):“Only”Words StoryAdventureSmile FocusPlotPassionExtraction&Goods:Male dominanceServices&Experiences:Female dominanceAnd:OPPORTUNITY NO.1!?Home Furnishings 94%Vacations 92%Houses
24、91%Bank Account 89%Health Care 75%Etc.48%working wives 50%80%checks61%bills53%stock(mutual fund boom)43%$500K95%financial decisions/29%single handedWomen 50+%(!)of Web users;6 of 10 new users;83%of wired women are primary decision makers for family healthcare,finances,education.Source:Business Week;
25、Jupiter Communications$4.8T Japan9/27.5/$3.6T GermanyYeow!1970 1%2002 50%Carol Gilligan/In a Different VoiceMen:Get away from authority,familyWomen:ConnectMen:Self-orientedWomen:Other-orientedMen:RightsWomen:ResponsibilitiesFemaleThink/Popcorn“Men and women dont think the same way,dont communicate t
26、he same way,dont buy for the same reasons.”“He simply wants the transaction to take place.Shes interested in creating a relationship.Every place women go,they make connections.”“Men seem like loose cannons.Men always move faster through a stores aisles.Men spend less time looking.They usually dont l
27、ike asking where things are.Youll see a man move impatiently through a store to the section he wants,pick something up,and then,almost abruptly hes ready to buy.For a man,ignoring the price tag is almost a sign of virility.”Paco Underhill,Why We Buy*(*Buy this book!)Women and HealthcareWomen are mor
28、e dissatisfied,frustrated by the way they are treated and spoken down to by physicians,seek more information,are more pressed for time and make 75%of health care decisions and control 2/3 of health care$and constitute 2/3 of health care employees.Source:Patricia Braus,Marketing Healthcare to WomenWo
29、men and Financial AdvisorsWomen want a plan,to be listened to,to be taken seriously,to read about it,to think about it.Women do not want an in-your-face sales pitchSource:Kathleen Boyle,Wheat Boyle Butcher Singer“Women Beat Men at Art of Investing”Source:Miami Herald,reporting on a study by Profs.Te
30、rrance Odean and Brad Barber,UC Davis(Cause:Guys are“in and out”of stocks more often;women choose carefully and hold on for the long term)Marketing to Women:Help Them Save Time!80%work86%cook58%run errands with kids38%take child to school21%go to the gym21%take outside classesRead This Book EVEoluti
31、on:The Eight Truths of Marketing to WomenFaith Popcorn&Lys MarigoldEVEolution:Truth No.1Connecting 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 happ
32、ened,while a boy might grunt,Fine.”EVEolutionWeight Watchers International“Model”“What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of car pool partners?”“What if American Express made a concerted effort to connect up female empty-
33、nesters through on-line and off-line programs,geared to help women re-enter the workforce with todays skills?”EVEolutionThe New New Jiffy Lube“In the male mold,Jiffy Lube was going all out to deliver quick,efficient service.But,in the female mold,women were being turned off by the lets get it fixed
34、fast,no conversation required experience.”New JL:“Control over her environment.Comfort in the service setting.Trust that her car is being serviced properly.Respect for her intelligence and ability.”EVEolution“I got a message from the chairman of a multi,multi-billion dollar global company.I know him
35、 really well.He said,Dear Faith,I distributed EVEolution to my female executives.Thank you.I wrote him,Dear X,this book is not about marketing FOR women,its about marketing TO women.He wrote back about how ungrateful I was;hed bought 14 copies at full price!Can you believe it?”Faith Popcorn,“Cool Fr
36、iends”interview,Not!“Year of the Woman”Enterprise Reinvention!RecruitingHiring/Rewarding/PromotingStructure ProcessesMeasurementStrategyCulture VisionLeadershipTHE BRAND ITSELF!“What kind of car does Mommy want?”“I didnt know company were giving company cars to secretaries.”Source:UK financial servi
37、ces CEO,12/99THIS JUST MIGHT BE THE BIGGEST“THING”IN THIS SEMINAR.PLEASE:THINK ABOUT IT!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 are marketing to women entrepreneurs beca
38、use it is a huge opportunity.”Cherie PiebesPsssst!Wanna see my“porn”collection?27 March 2000:email to TP from Shelley Rae Norbeck“I make 1/3rd more money than my husband does.I have as much financial pull in the relationship as he does.Id say this is also true of most of my women friends.Someone sho
39、uld wake up,smell the coffee and kiss our asses long enough to sell us something!We have money to spend and nobody wants it!”“If we are single,they say we couldnt catch a man.If we are married,they say we are neglecting him.If we are divorced,they say we couldnt keep him.If we are widowed,they say w
40、e killed him.”Kathleen Brown,on the joys of female political candidacySpeaking of Enormous Missed Huge Opportunities.Subject:Marketers&StupidityIts 18-44,stupid!Subject:Marketers&StupidityOr is it:18-44 is stupid,stupid!2000-2010 Stats18-44:-1%55+:+21%(55-64:+47%)Aging/“Elderly”$“Im in charge!”Prior
41、ities:Aging/“Elderly”Experiences Convenience Comfort Access Respect!Summary:A Golden Age of Self-DeterminationThe Individual DISTINCT OR EXTINCT!“If there is nothing very special about your work,no matter how hard you apply yourself,you wont get noticed and that increasingly means you wont get paid
42、much,either.”Michael Goldhaber,Wired“You are the storyteller of your own life,and you can create your own legend or not.”Isabel AllendeWeb World:POWER TO THE PEOPLEAnne Busquet/American ExpressNot:“Age of the Internet”Is:“Age of Customer Control”Women Get Respect and Take Charge“Greater opportunity
43、for women is probably the most significant gain for human freedom in the last century.”Andrew Sullivan,The New RepublicThe Elderly Get Respect and Take ChargePriorities:Aging/“Elderly”Experiences Convenience Comfort Access Respect!Our Biggest Industry:The Patient Gets Respect and Takes Charge“Savior
44、 for the Sick”vs.“Partner for Good Health”Source:NPR/VPR 08.15.001965:“Doctor will see you now.Doctor will take care of you.”YES,NURSE.ME GOOD PUPPY DOG.1995:“HMO will take care of you.”BULLSHIT.2005:“I will take care of me.Id like your expert help.”The Poor Get RespectGrameen Bank/Bangladesh“Its no
45、t people who arent credit-worthy.Its banks that arent people worthy.”$2.3B to 2.3M typical 1st loan:$15.98%recovery rate 94%to women!1/3rd out of poverty;1/3rd up to non-poverty thresholdMuhammad Yunus,Banker to the Poor“The Grameen loan is not simply cash.It becomes a kind of ticket to self-discove
46、ry and self-exploration.”Muhammad YunusBrands&LeadershipBrand It!Now,More Than Ever!“The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.”Gillian Law and Nick Grant,Management New Zealand
47、“We are in the twilight of a society based on data.As information and intelligence become the domain of computers,society will place more value on the one human ability that cannot be automated:emotion.Imagination,myth,ritual-the language of emotion-will affect everything from our purchasing decisio
48、ns to how we work with others.Companies will thrive on the basis of their stories and myths.Companies will need to understand that their products are less important than their stories.”Rolf Jensen,Copenhagen Institute for Future StudiesBrand Leadership!“A key perhaps the key to leadership is the eff
49、ective communication of a story.”Howard Gardner Leading Minds:An Anatomy of Leadership“Create a Cause,not a business.”Gary Hamel,Fortune(06.00),on re-inventing a company(Exemplar#1:Charles Schwab)“Leadership is a performance.You have to be conscious of your behavior,because everybody else is.”Carly FiorinaBrand Leadership:ENTHUSIASM RULES!“I am a dispenser of enthusiasm.”/Ben ZanderCelebrate the past!For about 10 minutes.Seize the amazing moment and create an amazing future.With women in the front-drivers seat of the spaceship!