Not. Yet. Done.. women. BOOMERS. GEEZERS. What the hell do I have to do to make my point? What the hell do I have to do to make my point? Tom Peters/10.10.2006

not.not.Yet.Yet.

Done.Done.

women.women.BOOMERSBOOMERS

..GEEZERS.GEEZERS.

women.women.BOOMERBOOMER

S.S.GEEZERSGEEZERS

..

What the hell What the hell do I have to do I have to do to make do to make my point?my point?

Tom Peters/10.10.2006

The Copenhagen (Self) Pact re “This The Copenhagen (Self) Pact re “This Topic”:Topic”:

*Early!*Early!*Loud!*Loud!*Repetitive!*Repetitive!*Aggressive!*Aggressive!**UnUnfriendly!/rude!/friendly!/rude!/ insulting! insulting!

women.women.

““Forget Forget ChinaChina, , IndiaIndia and the and the

InternetInternet: Economic : Economic Growth Is Driven Growth Is Driven

by by WomenWomen.”.” —Headline,

Economist, April 15, 2006, Leader, page 14

Women’sWomen’s Trifecta+ Trifecta+

**BuyBuy * *WealthWealth

**LeadLead

++ECLIPSE OF ECLIPSE OF MALESMALES

(Old/Retire; Young/Poorly educated)

Women’s Trifecta+Women’s Trifecta+

*Buy/*Buy/allall *Wealth/ *Wealth/allall

*Lead/*Lead/ betterbetter +Eclipse of +Eclipse of males/males/whoopswhoops (Retire-old/Poorly educated-young)

1.1. Women’s CONSUMER GOODS Women’s CONSUMER GOODS purchasespurchases. . 2.2. Women’s COMMERCIAL GOODS Women’s COMMERCIAL GOODS purchasespurchases..3.3. WOMEN WOMEN AREARE THE MARKET. THE MARKET. NotNot an an “initiative.” “initiative.” 4.4. WomenWomen--ownedowned BUSINESSES BUSINESSES (absolute #s, (absolute #s, acceleration, relative growth). acceleration, relative growth).

5.5. Women’s “brand” of Women’s “brand” of LEADERSHIP LEADERSHIP SKILLS.SKILLS.6.6. Women’s DRAMATICALLY INCREASING- Women’s DRAMATICALLY INCREASING-commandingcommanding WEALTHWEALTH—absolute, relative. —absolute, relative. (Jobs. Longevity.(Jobs. Longevity. Education. Entrepreneurial. Decline of BOYS. Retirement of Education. Entrepreneurial. Decline of BOYS. Retirement of MEN/Senior MEN.) MEN/Senior MEN.)

7.7. DEMOGRAPHICDEMOGRAPHIC TSUNAMITSUNAMI. WOMEN. Women . WOMEN. Women as as solo HEADs-OF-HOUSEHOLD. THE WOMaN- solo HEADs-OF-HOUSEHOLD. THE WOMaN- BOOMER-GEEZER. LOoooNG-TERM BOOMER-GEEZER. LOoooNG-TERM PHENOMENON. PHENOMENON. Global phenomenon. Global phenomenon.8.8. SPEEDSPEED of “change.” mother of all of “change.” mother of all ““megatrendsmegatrends.”.”

1. 1. ParticipationParticipation rate/2 of 3 new jobs, lastrate/2 of 3 new jobs, last 30 years. 30 years.2. Male workforce2. Male workforce departuresdepartures/SENIOR male/SENIOR male workforce departures. workforce departures.3. 3. ShrinkingShrinking pay gap/same jobs.pay gap/same jobs.4. More senior positions. Greater decision-4. More senior positions. Greater decision- making/expenditure/org design making/expenditure/org design authorityauthority.. More line jobs. More line jobs.5. Female 5. Female solosolo head-of-household growing. head-of-household growing.6. 6. LongevityLongevity..7. 7. EducationEducation..8. More effective 8. More effective moneymoney managementmanagement..

Not. Yet. Done.*Not. Yet. Done.*Loyalty programs: M F “Difference” = Yawning gap (173+ degrees)Loyalty programs: M F “Difference” = Yawning gap (173+ degrees)

Forced to do it: e.g., a division aimed at Boomer Women … Forced to do it: e.g., a division aimed at Boomer Women … Exclusively.Exclusively.

Just say no to “trickle up”: Why have the 5% chase the 95%?)Just say no to “trickle up”: Why have the 5% chase the 95%?)

Men think they’re doing their share (helping, sure, but the buck Men think they’re doing their share (helping, sure, but the buck stops with her); busy, busy, busy—think Jim’s Group)stops with her); busy, busy, busy—think Jim’s Group)

New forms of living together, playing together as aging proceeds New forms of living together, playing together as aging proceeds (“commune”, Beacon Hill Assn, telemedicine, etc, etc, etc.)(“commune”, Beacon Hill Assn, telemedicine, etc, etc, etc.)

“Grab ’em early & keep ’em”: Total Unmitigated Crap“Grab ’em early & keep ’em”: Total Unmitigated Crap (TP: 100% brand switch. 100%.) (TP: 100% brand switch. 100%.)

“They didn’t take it seriously” —German bank exec, Bonn, F“They didn’t take it seriously” —German bank exec, Bonn, F

This is not a $%^&ing “program.” This is “NEW Life 101.” ThisThis is not a $%^&ing “program.” This is “NEW Life 101.” This is Soooo Big it Staggers the Imagination. (Will be paramount is Soooo Big it Staggers the Imagination. (Will be paramount

“trend” for 20 years.) “trend” for 20 years.)

*The Copenhagen Pact*The Copenhagen Pact

Boomers.Boomers. geezers.geezers.

Boomers’-Geezers’ TrifectaBoomers’-Geezers’ Trifecta


*time left/ *time left/ lotslots

Boomers’-Geezers’-Womens’ Trifecta+Boomers’-Geezers’-Womens’ Trifecta+


*time left/ *time left/ lotslots *Eclipse of males/*Eclipse of males/retireretire--diedie

not.not.Yet.Yet.

Done.Done.

Just Say “No” (!):Just Say “No” (!):

Launch an

“Initiative.”

ObObjjectionsections

Don’t believe the DATADon’t believe the DATA

Don’t believe the ENORMITY of the opportunityDon’t believe the ENORMITY of the opportunity

Don’t believe the UBIQUITY of the opportunityDon’t believe the UBIQUITY of the opportunity

Think they “GET IT”Think they “GET IT”

See it as an “Initiative”See it as an “Initiative”

Flies in the face of CONVENTIONAL MARKETING WISDOMFlies in the face of CONVENTIONAL MARKETING WISDOM

Don’t see it as … THE ESSENCE OF STRATEGIC POSITIONINGDon’t see it as … THE ESSENCE OF STRATEGIC POSITIONING

Fail to understand-TAKE FULL ADVANTAGE “Everything must be Fail to understand-TAKE FULL ADVANTAGE “Everything must be changed” (It’s a “Culture” issue)changed” (It’s a “Culture” issue)

Look at it analytically; miss the need for OBSESSIONLook at it analytically; miss the need for OBSESSION

Subconsciously threatened!!??Occasion to make JOKESOccasion to make JOKES

You either believeYou either believe “all this.” “all this.”

Or don’t.Or don’t.** *No middle ground at the level of Extreme Commitment I’m

suggesting

Don’t Don’t “get it” “get it”

= = StupidStupid**

*and you are *and you are notnot stupid stupid

E-nor-mous E-nor-mous Strat-eg-ic Strat-eg-ic opp-or-tun-opp-or-tun-

ityity

Tom Peters’Tom Peters’

EXCELLENCEXCELLENCE. ALWAYS.E. ALWAYS.

XAlways.XAlways.LONGLONG.1292.03October2006.1292.03October2006

VALUE VALUE ADDED ADDED

#4#4

EXCELLENCE.EXCELLENCE.

NEW MARKETS.NEW MARKETS.ENORMOUS. ENORMOUS.

OPPORTUNITIES.OPPORTUNITIES.

EXCELLENCE. EXCELLENCE.

OPPORTUNITY.OPPORTUNITY.ENORMOUS.ENORMOUS.

WOMEN.WOMEN.

““IdiotIdiot”” is too kind a word.

“That’s a very diverse* team.”

—Patrick Cescau, CEO, Unilever**

*1 of 14 Board of Directors members is a woman (not an exec); 2 of 7 Exec Team members are … Indians. (Source: FT/24-25 June.)

**Approximately 8585%% of Unilever’s

products are purchased by … women.

“That’s a

VERYVERY diverse team.”

—Patrick Cescau, CEO, Unilever* **

*1 of 14 Board of Directors members is a woman (not an exec); 2 of 7 Exec Team members are … Indians. (Source: FT/24-25 June.)

**Approximately 85% of Unilever’s products are purchased by … women.

“That’s a

VERYVERY sick

man.”

—Tom Peters

““IdiotIdiots”s” is too

kind a word.

????????

Weenie Weenie of the of the year, year,

2006 …2006 …

????????

6/46/444

PP&&GG


FOUND.FOUND.DUH.DUH.

“To be a leader in To be a leader in consumer products, consumer products, it’s critical to have it’s critical to have

leaders who leaders who represent the represent the population we population we

serveserve.”.” —Steve Reinemund/PepsiCo

“EXCELLENCE.”

AARGH.

20055

Good Thinking, Guys!

“Kodak Sharpens Digital Focus “Kodak Sharpens Digital Focus

On Its Best Customers:On Its Best Customers:

WomenWomen””

—Page 1 Headline/WSJ/0705


OPPORTUNITY.OPPORTUNITY.ENORMOUS.ENORMOUS.

WOMEN.WOMEN.

Just Say NoJust Say No.

MeMenn

“Women are thethe

majority market”

—Fara Warner/The Power of the Purse

?????????

Home Furnishings … 94%Home Furnishings … 94%Vacations … 92% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)

Houses … 91%Houses … 91%D.I.Y. D.I.Y. (major “home projects”) … 80% … 80%

Consumer Electronics … 51% Consumer Electronics … 51% (66% home computers)

Cars … 68% (90%)Cars … 68% (90%)AllAll consumerconsumer purchasespurchases … … 83%83%

Bank Account … 89%Bank Account … 89%Household investment decisions … 67%Household investment decisions … 67%Small business loans/biz starts … 70%Small business loans/biz starts … 70%

Health Care … 80%Health Care … 80%

WomenWomenHousehold spending: 80%80%Investment decisions: 53%53%Home improvement purchase decisions: 80%80%New cars: 60%+60%+Computers: 60%60%Managers and professionals, overall: 51%51%New businesses started: 70%70%* (*Women-owned businesses as a share of all new businesses: Employee growth, 3X; Sales growth, 4X.)

Source: Marti Barletta, PrimeTime Women (2007)

USA/F.Stats: Short ’n (Very) Sweet

>50% of stock ownership, $13T total wealth (2X in 15 years)>50% of stock ownership, $13T total wealth (2X in 15 years)

>$7T consumer & biz spending (>50% GDP; > Japan GDP); >$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg) >80% consumer spdg (Consumer = 70% all spdg)

57% BA degrees (2002); = ed & social strata, no wage gap57% BA degrees (2002); = ed & social strata, no wage gap

60% Internet users; >50% primary users of60% Internet users; >50% primary users of electronic equipment electronic equipment

>50% biz trips>50% biz trips

WimBiz: Employees > F500; 10M+: 33% all US BizWimBiz: Employees > F500; 10M+: 33% all US Biz

Pay from 62% in 1980 to 80% today; equal if education,Pay from 62% in 1980 to 80% today; equal if education, social status, etc are equal social status, etc are equal

60% work; 46M (divorced, widowed, never married)60% work; 46M (divorced, widowed, never married)

Source: Fara Warner, The Power of the PurseThe Power of the Purse

Women > 50% of Household Income in >50% of Women > 50% of Household Income in >50% of households. In 48% of the 55% of households/married households. In 48% of the 55% of households/married

couples, women provide >50% of income. 27% of couples, women provide >50% of income. 27% of households are headed by a single female. 75% of married households are headed by a single female. 75% of married female execs with the rank of VP or above out earn their female execs with the rank of VP or above out earn their

spouse. Women control 51% of private wealth in the U.S.; spouse. Women control 51% of private wealth in the U.S.; head 40% of households with >$600K assets; 47% of head 40% of households with >$600K assets; 47% of

market investors are women.market investors are women.

Major Credit Union: pre Y2K, modal customer was 53-year-Major Credit Union: pre Y2K, modal customer was 53-year-old family man; today, 46-year-old single working woman.old family man; today, 46-year-old single working woman.

Commercial: 51% purchasing managers are women.Commercial: 51% purchasing managers are women.

Women make >80% consumer purchases; businesswomen Women make >80% consumer purchases; businesswomen make >90% of household purchasing decisions. Women: make >90% of household purchasing decisions. Women:

70% of travel decisions; purchase 57% of consumer 70% of travel decisions; purchase 57% of consumer electronics; write 80% of personal checks; purchase >50% electronics; write 80% of personal checks; purchase >50%

of cars (primary influence >80%).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

1970-19981970-1998

Men’s median income: +0.6%Men’s median income: +0.6%

Women’s median income: Women’s median income: + 63%+ 63%

Source: Martha Barletta, Marketing to Women

Commercial Purchasing Power

Purchasing mgrs. & agents: Purchasing mgrs. & agents: 51%51%HR: HR: >>50%>>50%

Admin officers: Admin officers: >50%>50%


9191%% women: women:

ADVERTISERS ADVERTISERS “DON’T “DON’T

UNDERSTAND USUNDERSTAND US.” .” (58% “ANNOYED.”)(58% “ANNOYED.”)

Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)

““The The most significant most significant variablevariable in in everyevery sales sales

situation is the situation is the gendergender of of the buyer, and more the buyer, and more importantly, how the importantly, how the

salesperson salesperson communicates to the communicates to the

buyer’s gender.”buyer’s gender.” —Jeffery Tobias Halter, Selling to Men, Selling to Women

Thanks,Thanks,

MartiMarti BarlettaBarletta!!

The Perfect Answer

Jill and Jack buy slacks in black…

“She knows moreknows more about the [Volvo] than the salesmanman who greets

her at the door. But how is she treated? As if she has a low IQ low IQ , is

slightly hard of hearing hard of hearing , and really has no rightno 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 speaking to him .” —Selling to Men,

Selling to Women, Jeffery Tobias Halter

EVEolution:EVEolution: The Eight Truths The Eight Truths

of Marketing of Marketing to Women to Women

Faith Popcorn & Lys Marigold

EVEolution: Truth No. 1

Connecting Your Connecting Your Female Consumers Female Consumers

to Each Other to Each Other Connects Them to Connects Them to

Your BrandYour Brand

“The ‘Connection Proclivity’ The ‘Connection Proclivity’ in women starts early. in women starts early. When asked, ‘How was When asked, ‘How was

school today?’ a girl usually school today?’ a girl usually tells her mother every tells her mother every

detail of what happened, detail of what happened, while a boy might grunt, while a boy might grunt,

‘Fine.’ ”‘Fine.’ ”

EVEolution

Week #8: Week #8: testosterone testosterone

time!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

““Women speak and hear a Women speak and hear a language of language of connectionconnection and and

intimacyintimacy,, and men speak and hear and men speak and hear a language of status and a language of status and

independence. Men communicate to independence. Men communicate to obtain obtain informationinformation, establish their , establish their statusstatus, and show , and show indeindeppendenceendence..

Women communicate to create Women communicate to create relationshirelationshippss, encourage , encourage

interactioninteraction, and exchange , and exchange feelinfeelinggss.” .”

—Judy Rosener, America’s Competitive Secret

“Women don’t buy

brands. They They join themjoin them.”.”

EVEolution

Selling to men: The The TRANSACTION Model Model

Selling to Women: The The RELATIONAL Model Model

Source: Selling to Men, Selling to Women, Jeffery Tobias Halter

Editorial/MenEditorial/Men: : Tables, rankings.*Tables, rankings.*

Editorial/Editorial/WomenWomen: :

NarrativesNarratives that cohere.* that cohere.*

*Redwood (UK)

Purchasing Patterns

WomenWomen: Harder to convince; : Harder to convince; more loyal once convinced.more loyal once convinced.

MenMen: Snap decision; fickle.: Snap decision; fickle.


““The ‘Connection Proclivity’ The ‘Connection Proclivity’ in women starts early. in women starts early. When asked, ‘How was When asked, ‘How was

school today?’ a girl usually school today?’ a girl usually tells her mother every tells her mother every

detail of what happened, detail of what happened, while a boy might grunt, while a boy might grunt,

‘Fine.’ ”‘Fine.’ ”

EVEolution

““Women speak and hear a Women speak and hear a language of language of connectionconnection and and

intimacyintimacy,, and men speak and hear and men speak and hear a language of status and a language of status and

independence. Men communicate to independence. Men communicate to obtain obtain informationinformation, establish their , establish their statusstatus, and show , and show independenceindependence..

Women communicate to create Women communicate to create relationshipsrelationships, encourage , encourage

interactioninteraction, and exchange , and exchange feelingsfeelings.” .”

—Judy Rosener, America’s Competitive Secret

“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 In other words, women communicate words, women communicate

three times more than menthree times more than men.”.” —Barbara and Allan Pease (from Selling to Men, Selling to

Women, Jeffery Tobias Halter)

2.62.6 vs.vs.

2121

“Women come out betterWomen come out better on almost everon almost everyy count count as investorsas 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

1. Men and women are different.1. Men and women are different.2. Very different.2. Very different.3. 3. VERY, VERY DIFFERENTVERY, VERY DIFFERENT..4. Women & Men have a-b-s-o-l-u-t-e-l-y4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. nothing in common.5. Women buy lotsa stuff.5. Women buy lotsa stuff.

6. 6. WOMEN BUY A-L-L THE WOMEN BUY A-L-L THE STUFFSTUFF..7. Women’s Market = Opportunity No. 1.7. Women’s Market = Opportunity No. 1.8. Men are (STILL) in charge.8. Men are (STILL) in charge.9. 9. MEN ARE … TOTALLY, HOPELESSLYMEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. CLUELESS ABOUT WOMEN.

10. 10. Women’s Women’s Market = Market =

Opportunity Opportunity No. 1.No. 1.

P-l-e-a-s-e Read …

Fara WarnerFara Warner:: The Power of The Power of

the Pursethe Purse

Cases! Cases! Cases!Cases! Cases! Cases!McDonald’sMcDonald’s (“mom-centered” to “majority consumer”;

not via kids)

Home DepotHome Depot (“Do it [everything!] Herself”)

P&GP&G (more than “house cleaner”)

DeBeersDeBeers (“right-hand rings”/$4B)

AXA FinancialAXA FinancialKodakKodak (women = “emotional centers of the household”)

NikeNike (> jock endorsements; new def sports; majority consumer)

AvonAvonBratzBratz (young girls want “friends,” not a blond stereotype)

Source: Fara Warner/Fara Warner/The Power of the PurseThe Power of the Purse

““To help revive the company’s To help revive the company’s sales and profits, sales and profits, McDonald’sMcDonald’s

shifted its strategy toward shifted its strategy toward women from one of women from one of ‘‘minoritminority’y’ consumers who served as a consumers who served as a

conduit to the important conduit to the important children’s market to one in children’s market to one in

which women are the which women are the mamajjoritority y consumers and the consumers and the main driversmain drivers

behind menu and promotion behind menu and promotion innovation.”innovation.” —Fara Warner, The Power of the

Purse

Faith, Lys, Marti, Fara …

Targeting the New Targeting the New Professional Woman: Professional Woman:

How to Market and Sell How to Market and Sell to Today’s to Today’s 57 Million 57 Million

Working WomenWorking Women

—Gerry Myers

““Goldman Sachs in Goldman Sachs in TokyoTokyo has has developed an index of 115 developed an index of 115

companies poised to benefit from companies poised to benefit from women’s increased purchasing women’s increased purchasing

power;power; over the past over the past decade the value of decade the value of shares in Goldman’s shares in Goldman’s

basket has risen by 96%, basket has risen by 96%, against the Tokyo against the Tokyo

stockmarket’s stockmarket’s rise of 13%rise of 13%.”.” —Economist—Economist, April 15, April 15

EXCELLENCE. EXCELLENCE. OPPORTUNITY.OPPORTUNITY.

WOMEN BUSINESS OWNERS.WOMEN BUSINESS OWNERS.

10.610.6

““The growth and The growth and success of women-success of women-

owned businesses is owned businesses is one of the most one of the most

profound changes profound changes takingtaking place in the place in the

business worldbusiness world today.”today.” —Margaret Heffernan, How She Does It

U.S. firms owned or controlled by Women:U.S. firms owned or controlled by Women: 10.6 10.6 millionmillion ( (48%48% of all firms) of all firms)

Growth rate of Women-owned firms vs all firms:Growth rate of Women-owned firms vs all firms: 3X3X

Rate of jobs created by Women-owned firms vs all Rate of jobs created by Women-owned firms vs all firms:firms: 2X2X

Ratio of total payroll of Women-owned firms vs total Ratio of total payroll of Women-owned firms vs total for Fortune500 firms:for Fortune500 firms: >1.0>1.0

Ratio of likelihood of Women-owned firms staying in Ratio of likelihood of Women-owned firms staying in business vs all firms:business vs all firms: >1.0>1.0

Growth rate of Women-owned companies with Growth rate of Women-owned companies with revenues of >$1,000,000 and >100 employees vs all revenues of >$1,000,000 and >100 employees vs all firms:firms: 2X2X

Source: Margaret Heffernan, How She Does It

WOMEN.WOMEN.

DOMINATE. DOMINATE. ECONOMIC. ECONOMIC. GROWTH.GROWTH.

““Forget Forget ChinaChina, , IndiaIndia and the and the

InternetInternet: Economic : Economic Growth Is Driven Growth Is Driven

by by WomenWomen.”.” —Headline,

Economist, April 15, 2006, Leader, page 14

““Economic Growth Economic Growth Is Driven by … Is Driven by …

WomenWomen..””

—Headline, EconomistEconomist, April 15, 2006, Leader, page 14

““Since Since 19701970, , women have women have

held held twotwo out of out of every every threethree new new jobs created.”jobs created.” —FT,

10.03.2006

““ForForgget China, India and the et China, India and the Internet: Economic Growth Is Driven Internet: Economic Growth Is Driven

bbyy Women 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 Girls may now be a better investment.”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 Women will thus be better equipped for the new jobs of the 21st century, in which brains count a lot for the new jobs of the 21st century, in which brains count a lot

more than brawnmore 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 Those women have contributed more to global GDP growth than have either new technology or theto global GDP growth than have either new technology or the

new giants, India and China.”new giants, India and China.” Source: EconomistEconomist, April 15, Leader, page 14

Continuing on page 73: ““A Guide to Womenomics: A Guide to Womenomics: The Future of the World EconomThe Future of the World Economyy Lies Lies

IncreasinIncreasinggllyy in Female Hands 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 Re consumption, Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from developed an index of 115 companies poised to benefit from women’s increased purchasing power; over the past decade women’s increased purchasing power; over the past decade the value of shares in “Goldman’s basket has risen by 96%, the value of shares in “Goldman’s basket has risen by 96%, against the Tokyo stockmarket’s rise of 13%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: EconomistEconomist,, April 15, page 73

QQ:: No. 1 contributor toNo. 1 contributor to developing country developing country economic improvement? economic improvement?

AA:: More education for women.More education for women.

Source: Many* (*On a related note, eBay founder Pierre Omidyar Source: Many* (*On a related note, eBay founder Pierre Omidyar and his wife just gave $100M to Tufts—its biggest gift ever—to and his wife just gave $100M to Tufts—its biggest gift ever—to support micro-lending; women typically aresupport micro-lending; women typically arethe recipients of 90% of micro-loans because they usethe recipients of 90% of micro-loans because they usethe $$$ more productively than men.)the $$$ more productively than men.)

Repeat:Repeat: “Goldman Sachs in Tokyo “Goldman Sachs in Tokyo has developed an index of 115 has developed an index of 115 companies poised to benefit companies poised to benefit

from women’s increased from women’s increased purchasing power; purchasing power; over the past over the past

decade the value of shares in decade the value of shares in Goldman’s basket has risen by Goldman’s basket has risen by

96%, against the Tokyo 96%, against the Tokyo stockmarket’s rise stockmarket’s rise

of 13%of 13%.”.” —Economist, April 15

Impact! Add It Up!

Primary markets/EverythingPrimary markets/Everything (“Men

buy things that other men will buy for women. I buy things that women want.”—successful jeweler/F. “Women are the majority market” —Fara Warner/The Power of the Purse. Women as Purchasing Officers, CIOs, etc.)

Greater global workforce Greater global workforce participation rateparticipation rate (“bigger contributor to GDP

growth than technology, China, India”—Economist)

Higher wagesHigher wages (more seniority, promotions—even if not

to CEO; greater pay equity—even if not equal)

Business “decision makers”Business “decision makers” (more

seniority, promotions—even if not to CEO)

Women-owned businessesWomen-owned businesses (answer to

the Glass Ceiling—10.6M in USA; recipients of “micro-lending”—developing world)

10 UNASSAILABLE REASONS WOMEN RULE10 UNASSAILABLE REASONS WOMEN RULE

WomenWomen make [all] the financial decisions. make [all] the financial decisions.WomenWomen control [all] the wealth. control [all] the wealth.WomenWomen [substantially] outlive men. [substantially] outlive men.WomenWomen start most of the new businesses. start most of the new businesses.Women’sWomen’s work force participation rates have work force participation rates have soared worldwide.soared worldwide.WomenWomen are closing in on “same pay for same are closing in on “same pay for same job.”job.”WomenWomen are penetrating senior ranks rapidly are penetrating senior ranks rapidly [even if the pace is slow for the corner [even if the pace is slow for the corner office per se].office per se].Women’s Women’s leadership strengths are exceptionally wellleadership strengths are exceptionally well aligned with new organizational effectivenessaligned with new organizational effectiveness imperatives.imperatives.WomenWomen are better salespersons than men. are better salespersons than men.WomenWomen buy [almost] everything—commercial buy [almost] everything—commercial as well as consumer goods.as well as consumer goods.

SoSo whatwhat exactlyexactly isis … … thethe pointpoint ofof menmen??

“One thing is certain: Women’s rise in 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, For a number of observers, we have already entered the age we have already entered the age of ‘womenomics,’ the economy as of ‘womenomics,’ the economy as

thought out and practiced by thought out and practiced by women.”women.” —Aude Zieseniss de Thuin, Financial Times, 10.03.2006

COROLLARY. COROLLARY. EXCELLENCE. EXCELLENCE.

WOMEN.WOMEN.RULE.RULE.

““AS AS LEADERS, LEADERS, WOMEN WOMEN

RULERULE:: New Studies find

that female managers outshine their male counterparts in almost every measure”

TITLE/ Special Report/ TITLE/ Special Report/ BusinessWeekBusinessWeek

Women’s Strengths Match New Women’s Strengths Match New Economy ImperativesEconomy Imperatives:: Link [rather than rank] Link [rather than rank]

workers; workers; favor interactive-collaborative leadership favor interactive-collaborative leadership style [empowerment beats top-down decision style [empowerment beats top-down decision

making];making]; sustain fruitful collaborations; comfortable sustain fruitful collaborations; comfortable with sharing information; with sharing information; see redistribution of power see redistribution of power

as victory, not surrenderas victory, not surrender; favor multi-dimensional ; favor multi-dimensional feedback; feedback; value technical & interpersonal skills, value technical & interpersonal skills, individual & group contributions equally;individual & group contributions equally; readily readily

accept ambiguity; accept ambiguity; honor intuition as well ashonor intuition as well as pure “rationality”; pure “rationality”; inherently flexible; inherently flexible; appreciate appreciate

cultural diversitycultural diversity. —Judy B. Rosener, America’s Competitive Secret: Women Managers

Women’s NeWomen’s Neggotiatinotiatingg Stren Strenggthsths

*Ability to put themselves in their *Ability to put themselves in their counterparties’ shoes counterparties’ shoes*Comprehensive, attentive and detailed*Comprehensive, attentive and detailed communication style communication style*Empathy that facilitates trust-building*Empathy that facilitates trust-building*Curious and attentive listening*Curious and attentive listening*Less competitive attitude*Less competitive attitude*Strong sense of fairness and ability to *Strong sense of fairness and ability to persuadepersuade*Proactive risk manager*Proactive risk manager*Collaborative decision-making*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”

““TAKE THIS QUICK QUIZTAKE THIS QUICK QUIZ: Who manages more Who manages more things at once?things at once? Who puts more effort into their Who puts more effort into their appearance?appearance? Who usually takes care of the Who usually takes care of the

details?details? Who finds it easier to meet new Who finds it easier to meet new people?people? Who asks more questions in a Who asks more questions in a

conversation?conversation? Who is a better listener?Who is a better listener? Who Who has more interest in communication skills?has more interest in communication skills? Who is more inclined to get involved?Who is more inclined to get involved? Who Who encourages harmony and agreement?encourages harmony and agreement? Who Who

has better intuition?has better intuition? Who works with a longer Who works with a longer ‘to do’ list?‘to do’ list? Who enjoys a recap to the day’s Who enjoys a recap to the day’s events?events? Who is better at keeping in touchWho is better at keeping in touch

with others?”with others?”

Source: Selling Is a Woman’s Game: 15 Powerful Reasons WhySelling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell MenWomen Can Outsell Men, Nicki Joy & Susan Kane-Benson, Nicki Joy & Susan Kane-Benson

The Core Argument: Women [Ought to] Rule!The Core Argument: Women [Ought to] Rule!

1. We are in a War for Talent.1. We are in a War for Talent.2. The war will intensify.2. The war will intensify.3. There is a severe shortage of effective leaders3. There is a severe shortage of effective leaders at all levels. at all levels.4. Women are under-represented in our4. Women are under-represented in our leadership ranks at or near the top. leadership ranks at or near the top.5. Women and men are different; “new science”5. Women and men are different; “new science” reinforces this view. reinforces this view.6. Women’s strengths match the New Economy’s6. Women’s strengths match the New Economy’s leadership needs—to a striking degree. leadership needs—to a striking degree.7. Women are also the principal purchasers of7. Women are also the principal purchasers of goods and services—retail and commercial. goods and services—retail and commercial.8. 8. Ergo, women are a large part of “the answer” Ergo, women are a large part of “the answer”

to the War for Talent/leadership shortage to the War for Talent/leadership shortage issue/opportunity. issue/opportunity.


OPPORTUNITY.OPPORTUNITY.ENORMOUS.ENORMOUS.BOOMERS.BOOMERS.GEEZERS.GEEZERS.

““IdiotIdiots”s” is too

kind a word.

StuStuppid Fr*&^inid Fr*&^ingg Idiot- Idiot-Marketers!Marketers!

“Critics describe evening news in unflattering

terms— They’re They’re old!old! They’re set in their

ways! They won’t buy iPods!”

Source: Advertising Age, 05.08.06

Just Say No.Just Say No. 118-8-4444

Subject: Marketers & StupiditySubject: Marketers & Stupidity

““It’s 18-It’s 18-44, 44,

stupid!”stupid!”

Subject: Marketers & StupiditySubject: Marketers & Stupidity

Or is it: “18-44 is

stupid, stupid!”

“One particularly puzzling category of youth-obsession 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 Who wants

to reach them?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, they’re yours for life.’ What What nonsensenonsense!”!”

—Marti Barletta, PrimeTime Women

2000-2010 Stats

18-44: -1%-1%

55+: ++2121%%(55-64: ++4747%%)

BoomerBucks!BoomerBucks!Boomer turns 50: every 7 seconds. Boomer turns 50: every 7 seconds. 2009: majority of 2009: majority of U.S. households headed by someone over 50.U.S. households headed by someone over 50. 2006- 2006-2016: U.S. population up 22.9 million; 22.1 million in 2016: U.S. population up 22.9 million; 22.1 million in over-50 group. over-50 group. 2006: 1 in 5 adults is F, over 50.2006: 1 in 5 adults is F, over 50.

Women between 50-70 who are single: 35%. Women between 50-70 who are single: 35%. Age 45-Age 45-54: highest average income, $59, 021 (national 54: highest average income, $59, 021 (national

average is $42,209).average is $42,209). FASTEST GROWING INCOME FASTEST GROWING INCOME CATEGORY: WOMEN, 55-64CATEGORY: WOMEN, 55-64 (4X men in same category). (4X men in same category). Women, age 60-64: 50% still in workforce.Women, age 60-64: 50% still in workforce. Highest Highest net worth: families, 55-64 ($182,000). net worth: families, 55-64 ($182,000). People over People over

50: 70% to 79% of all financial assets; 80% of all 50: 70% to 79% of all financial assets; 80% of all savings accounts; 62% of all large Wall Street asset savings accounts; 62% of all large Wall Street asset accounts; 66% of $$ invested in the stock market.accounts; 66% of $$ invested in the stock market. Age 50+: 29% of population, 40% of total consumer Age 50+: 29% of population, 40% of total consumer spending, 50% of discretionary spending. spending, 50% of discretionary spending. Next 2 Next 2

decades: decades: BOOMERS WILL INHERIT $14 TRILLION-$25 BOOMERS WILL INHERIT $14 TRILLION-$25 TRILLIONTRILLION (“largest intergenerational transfer of (“largest intergenerational transfer of

wealth in history”). wealth in history”).

—Marti Barletta, —Marti Barletta, PrimeTime WomenPrimeTime Women

55-64 vs 25-34

E.g.: New cars & trucks: 20% more New cars & trucks: 20% more spending. Meals at full-service restaurants: spending. Meals at full-service restaurants:

+29%. Airfare: +38%. Sports equipment: +29%. Airfare: +38%. Sports equipment: +58%. Motorized recreational vehicles: +58%. Motorized recreational vehicles:

+103%. Wine: 113%. Maintenance, repairs +103%. Wine: 113%. Maintenance, repairs and home insurance: +127%. Vacation and home insurance: +127%. Vacation homes: +258%. Housekeeping & yard homes: +258%. Housekeeping & yard

services: +250% to +500%. services: +250% to +500%.

Source:Marti Barletta, PrimeTime Women

Average # of cars purchased per

household, “lifetime”: 1313Average # of cars bought per household

after the “head of household” reaches age

50: 77Source: Marti Barletta, PrimeTime Women

50+50+$7T$7T wealth (70%)/ $2T$2T annual income

50%50% all discretionary spending

79%79% own homes

40M40M credit card users41% new cars/48% luxury cars

$610B healthcare spending/74% prescription drugs

5% of advertisin5% of advertisingg tar targgetsetsKen Dychtwald, Age Power: How the 21st

Century Will Be Ruled by the New Old

“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 Which is pretty weird when you consider age 50 is right you consider age 50 is right

about when people who have about when people who have worked all their lives start to worked all their lives start to have some money to spend.”have some money to spend.”


Median Household Net WorthMedian Household Net Worth

<35: $7K35-44: $44K45-54: $83K

55-64: $112K55-64: $112K65-69: $114K65-69: $114K70-74: $120K70-74: $120K

>74: $100KSource: U.S. Census

44-65: “New “New Customer Customer Majority”Majority” *

*45% larger than 18-43; 60% larger by 2010Source: Ageless Marketing, David Wolfe & Robert Snyder

““The New Customer The New Customer Majority is the only adult Majority is the only adult

market with realistic market with realistic prospects for significant prospects for significant sales growth in dozens of sales growth in dozens of

product lines for product lines for thousands of thousands of companies.”companies.”

—David Wolfe & Robert Snyder, Ageless Marketing

““Marketers attempts at Marketers attempts at reaching those over 50 reaching those over 50 have been miserably have been miserably

unsuccessful. unsuccessful. No market’s No market’s motivations and needs motivations and needs

are so poorly are so poorly understoodunderstood.”.”

—Peter Francese, founding publisher, American Demographics

PossessionPossession ExperiencesExperiences /“Desires for /“Desires for

thingsthings”/Young adulthood/to 38”/Young adulthood/to 38

CateredCatered Experiences Experiences/ “Desires to / “Desires to be be servedserved by others”/Middle by others”/Middle

adulthoodadulthood

BeinBeing Experiencesg Experiences/“Desires for /“Desires for transcending transcending experiencesexperiences”/Late ”/Late

adulthoodadulthood

Source: David Wolfe and Robert Ageless MarketingAgeless Marketing

““Older people have an image problem. As Older people have an image problem. As a culture, we’re conditioned toward youth. a culture, we’re conditioned toward youth.

… When we think of youth, we think … When we think of youth, we think ‘energetic and colorful;’ when we think of ‘energetic and colorful;’ when we think of

middle age or ‘mature,’ we think ‘tired middle age or ‘mature,’ we think ‘tired and washed out.’ and when we think of and washed out.’ and when we think of

‘old’ or ‘senior,’ we think either ‘old’ or ‘senior,’ we think either ‘exhausted and gray’ or, more likely, we ‘exhausted and gray’ or, more likely, we

just don’t think. … just don’t think. … The financial The financial numbers are absolutely inarguablenumbers are absolutely inarguable——the Mature Market has the moneythe Mature Market has the money..

Yet advertisers remain astonishingly Yet advertisers remain astonishingly indifferent to them. …”indifferent to them. …”


““Baby-boomer Baby-boomer WomenWomen: The : The Sweetest of Sweetest of

Sweet Spots for Sweet Spots for Marketers”Marketers” —David Wolfe and

Robert Snyder, Ageless Marketing

“WOMAN of the Year: She’s She’s the most powerful the most powerful

consumer in America.consumer in America. And as she starts to turn sixtysixty

this month, the affluent baby boomer is doing what she’s always done—redefining redefining

herself.”herself.” —Joan Hamilton, Town & Country, JAN06

““SixtySixty Is Is the New the New ThirtyThirty””

—Cover/AARP

“‘“‘Age PowerAge Power’’ will rule the 21will rule the 21stst

century, and we are century, and we are woefully unprepared.”woefully unprepared.”

Ken Dychtwald, Age Power: How the 21st

Century Will Be Ruled by the New Old

“Road Signs of the Times: Creating an

easier-to-read typeface for aging drivers”

—The New York Times

BONUS.BONUS.

EXCELLENCE. EXCELLENCE. OPPORTUNITY.OPPORTUNITY.ENORMOUS.ENORMOUS.

SINGLE-PERSON SINGLE-PERSON HOUSEHOLDS.HOUSEHOLDS.

Fastest growing demographic:

Single-person Single-person HouseholdsHouseholds (>50%

in London, Stockholm, etc)

Source: Richard Scase

% of homes purchased by single womensingle women: 1981,

10%;2005, 20%

% of homes purchased by single mensingle men: 1981, 10%;

2005, 9%

Source: USA Today/02.15.06

Women PURCHASERS.Women PURCHASERS.Women business owners.Women business owners.

WOMEN WEALTH CONTROLLERS.WOMEN WEALTH CONTROLLERS.WELL-PAID WOMEN WORKERS.WELL-PAID WOMEN WORKERS.

WOMEN LEADERS.WOMEN LEADERS.Boomer-Geezer PURCHASERS.Boomer-Geezer PURCHASERS.

BOOMER-GEEZER WEALTH BOOMER-GEEZER WEALTH CONTROLLERS.CONTROLLERS.

Single-person HHs (Urban)Single-person HHs (Urban)

BONUS.BONUS.

EXCELLENCE. EXCELLENCE. OPPORTUNITY.OPPORTUNITY.ENORMOUS.ENORMOUS.

GENERIC DEMOGRAPHIC GENERIC DEMOGRAPHIC TSUNAMI. TSUNAMI. (UNPRECEDENTED IN HISTORY.)(UNPRECEDENTED IN HISTORY.)

Demographic Upheaval!Demographic Upheaval!

1/1/2008: 60%60% of the Prime Work Force (“boomers”), mostly white males, will be

able to retire—at a rate of 10,000 per 10,000 per dayday.

As of 2005: 75%75% of people entering the workforce are women and minorities. As of

2008, they will “flood the “flood the management ranks”management ranks” as the

PWF retires.

Programs for recruiting women and minorities with the necessary intensity:

mostly AWOL.

Selling to Men, Selling to Women, Jeffery Tobias Halter

not.not.Yet.Yet.

Done.Done.

What the hell What the hell do I have to do I have to do to make do to make my point?my point?

Tom Peters

The Copenhagen (Self) Pact re “This The Copenhagen (Self) Pact re “This Topic”:Topic”:

*Early!*Early!*Loud!*Loud!*Repetitive!*Repetitive!*Aggressive!*Aggressive!**UnUnfriendly!/rude!/friendly!/rude!/ insulting! insulting!

Women’s Trifecta+Women’s Trifecta+


*Lead/*Lead/ betterbetter +Eclipse of +Eclipse of males/males/whoopswhoops (Retire-old/Poorly educated-young)

Boomers’-Geezers’ TrifectaBoomers’-Geezers’ Trifecta


*time left/ *time left/ lotslots

Boomers’-Geezers’-Womens’ Trifecta+Boomers’-Geezers’-Womens’ Trifecta+


*time left/ *time left/ lotslots *Eclipse of males/*Eclipse of males/retireretire--diedie

Just Say “No” (!):Just Say “No” (!):

Launch an

“Initiative.”

You either believeYou either believe “all this.” “all this.”

Or don’t.Or don’t.** *No middle ground at the level of Extreme Commitment I’m

suggesting

Don’t Don’t “get it” “get it”

= = StupidStupid**

*and you are *and you are notnot stupid stupid

E-nor-mous E-nor-mous Strat-eg-ic Strat-eg-ic opp-or-tun-opp-or-tun-

ityity

Amazon Reviewer: “‘Trends’ [TP-MB book] is old news!” (1 of 5 stars)

TP: “Repeating it doesn’t make it

‘old.’ It ain’t old if it It ain’t old if it hasn’t been hasn’t been implementedimplemented!”!”

EXEXCELLE CELLE ALWALWAYSAYS..

Documents

Not. Yet. Done.. women. BOOMERS. GEEZERS. What the hell do I have to do to make my point? What the hell do I have to do to make my point? Tom Peters/10.10.2006