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women.future MainEvent New York 04.05.00. Message from the Market’s Madness?. ALL BETS ARE OFF = GOOD NEWS FOR WOMEN.

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Women future mainevent new york 04 05 00

women.futureMainEventNew York 04.05.00

Message from the market s madness

Message from the Market’s Madness?

All bets are off good news for women


Women future mainevent new york 04 05 00

A new world is being born.All the old “rules” are irrelevant/dangerous.All the old “roles” are irrelevant/dangerous.WE GET TO PLAY “INVENT THE WORLD”!“It” is a hoot!“It” is scary!It is liberating!

The fluid organization say shout goodbye to hierarchy

The Fluid OrganizationSay [SHOUT] “Goodbye” to Hierarchy!

And now the equivalent white collar revolution

And Now the Equivalent …White Collar Revolution!

Women future mainevent new york 04 05 00

Net Result …Say goodbye to “command and control.”Say goodbye to hierarchy.Say goodbye to “knowing one’s place.”

Women future mainevent new york 04 05 00

“The fundamental unit of the new economy is not the corporation, but the individual. Tasks aren’t assigned and controlled through a stable chain of command but are carried out autonomously by independent contractors - e-lancers - who join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next assignment.” Thomas Malone and Robert Laubacher

Women future mainevent new york 04 05 00

“With the arrival of the Internet, corporate control has completely disappeared. Business today is about all kinds of companies participating to make something happen. Nobody knows any more what the products will do and what the markets will be. You have to be able to react to them organically….“Control is an illusion. I don’t think that it ever existed, but now even the illusion is gone. As a result, we’re experiencing the rebirth of intuition.”Avram Miller

Corporate resistance to it it all goes back to fear of losing control the cluetrain manifesto

Corporate Resistance to “It”“It all goes back to fear of losing control!”The Cluetrain Manifesto

Talk about a the male hang up

Talk about a [THE!]male hang up!

We need a new org icon


Icon woman

Icon Woman …

  • Turned on by her work!

  • “It” matters / a WOW Project!

  • “It” is … COOL!

  • “It” is … BEAUTIFUL!

  • She is … in your face!

  • She is an … adventurer!

  • She is … CEO of her own life!

Icon woman1

Icon Woman …

- She is … at least … a little funky!

  • Her curiosity is … insatiable!

  • She thinks screwups are … as normal as breathing!

  • She hangs out with some … seriously rad Dudes!

  • She is not God. She is not Bionic Woman. She is … determined to make a damned difference!

Well behaved women rarely make history anita borg institute for women and technology

“Well-behaved women rarely make history.”Anita Borg, Institute for Women and Technology

Icon woman meets the web

Icon Woman Meets the Web …

  • submits resume on the Web

  • recruited on the Web

  • hired on the Web

  • trained on the Web

  • creates and conducts projects with virtual teams on the Web

  • manages project and client follow-up on the Web

  • manages career/reputation-building on the Web

When you love what you do you re alive jobs com

When you love what you do, you’re alive.jobs.com

Women future mainevent new york 04 05 00

New Economy Advice from The Cluetrain ManifestoRelax!Have a sense of humor!Find your voice and use it!Tell the truth!Don’t panic!Enjoy yourself!Be Brave!Be curious!Play more!Dream always!Listen up!Rap on!

The great war for talent

The Great War for Talent!

There is no talent shortage if you are a gptw great place to work

There is no “talent shortage” … if…you are a GPTW**Great Place To Work

Women future mainevent new york 04 05 00

Women’s Stuff (per Sally H. et al.) =New Economy MatchImprov skillsRelationship-centricLess “rank consciousness”Self determinedTrust sensitive IntuitiveNatural “empowerment freaks” [less threatened by strong people]Intrinsic [motivation] > Extrinsic

The marketplace revolution confronting the sameness malady

The Marketplace RevolutionConfronting the “Sameness Malady”!

Women future mainevent new york 04 05 00

Quality Not Enough!“While everything may be better, it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,” The New York Times

Women future mainevent new york 04 05 00

“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business

The web

The Web!

Women future mainevent new york 04 05 00

Welcome toD.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle

Psych 101 strongest force on earth my need to be in perceived control of my universe

Psych 101: Strongest Force on Earth?My need to be in perceived control of my universe!

Anne busquet american express not age of the internet is age of customer control

Anne Busquet/ American ExpressNot: “Age of the Internet”Is: “Age of Customer Control”

Women future mainevent new york 04 05 00

Message I …CommunitySustaining RelationshipsIntimate Medium (?)Message II …Fits “women as time-pressed consumers”Fits women as “relationship marketers”

Women future mainevent new york 04 05 00

Women …49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.Source: Business Week (11-99)



Women future mainevent new york 04 05 00

Design as Soul“We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soulof a man-made creation.”Steve Jobs



Women future mainevent new york 04 05 00

1965: “ ‘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: “Iwilltakecareofme. I’d like your expert help.”

Women future mainevent new york 04 05 00

Women and HealthcareWomen are … more dissatisfied, frustrated by the way they are treatedand spoken down toby 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 Women



Women future mainevent new york 04 05 00

“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

Women future mainevent new york 04 05 00

“The [Starbucks] Fix” Is on …“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.”Nancy Orsolini, District Manager

Experiences redux serving the enormous women s market

“Experiences” Redux …Serving the Enormous Women’s Market!

Opportunity no 1


Women future mainevent new york 04 05 00

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. I’d say this is also true of most of my women friends. Someone should wake up, smell the coffee and kiss our asses long enough to sell us something! We have money to spend and nobody wants it!”

Wanna see my dirty pics collection

Wanna see my “dirty pics” collection?

The brand

The Brand!

Women future mainevent new york 04 05 00

“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. [Consumers] want to know who is behind the products that they buy. They want to know the company. They want to know what you think.”Jesper Kunde, Corporate Religion

Women future mainevent new york 04 05 00

“In the funky village, real competition no longer revolves around marketshare. We are competing for attention – mindshare and heartshare.”Kjell Nordstrom and Jonas Ridderstrale, Funky Business

Women future mainevent new york 04 05 00

Message: Fighting “Me-too Madness”Moving beyond “hard” qualityBuilding “community” on the WebDesign primacyCreating “experiences”Marketing to women [+ the rapidly aging population]The Brand/Defining the Brand as a way of life driven by a WOW Workplace

Women future mainevent new york 04 05 00

Redux: All the essential attributes of “differentiation” on the prior slide play to women’s inherent strengths!

The y2k leadership imperative putting ourselves at risk

The Y2KLeadership ImperativePutting Ourselves at Risk!

Women future mainevent new york 04 05 00

Brand Leadership!“A key – perhaps the key – to leadership isthe effective communication of a story.”Howard GardnerLeading Minds: An Anatomy of Leadership

Women future mainevent new york 04 05 00

“Leadership is a performance.You have to be conscious of your behavior, because everybody else is.” Carly Fiorina

Ann richards dogma show up know your message put yourself at risk every day

Ann Richards’ DogmaShow up!Know your message!PUT YOURSELF AT RISK EVERY DAY!

The bottom line


Brand inside advantage women brand outside advantage women brand leadership advantage women

Brand Inside: Advantage … WOMEN!Brand Outside: Advantage … WOMEN!Brand Leadership: Advantage … WOMEN!

Women future mainevent new york 04 05 00

AcknowledgementsSusan Sargent Julie Anixter Sally HelgesenHeather SheaAnn RichardsCarol GilliganKathleen Hall JamiesonCDR Kathleen McGrath, USN Kathleen Brown

Women future mainevent new york 04 05 00

“If we are single, they say we couldn’t catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. If we are widowed, they say we killed him.”Kathleen Brown, on the joys of female political candidacy

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