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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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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!
Net Result …Say goodbye to “command and control.”Say goodbye to hierarchy.Say goodbye to “knowing one’s place.”
“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
“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
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!
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
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!
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
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
“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
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
Message I …CommunitySustaining RelationshipsIntimate Medium (?)Message II …Fits “women as time-pressed consumers”Fits women as “relationship marketers”
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)
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
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 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
“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.’ 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
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!”
“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
“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
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
Redux: All the essential attributes of “differentiation” on the prior slide play to women’s inherent strengths!
Brand Leadership!“A key – perhaps the key – to leadership isthe effective communication of a story.”Howard GardnerLeading Minds: An Anatomy of Leadership
“Leadership is a performance.You have to be conscious of your behavior, because everybody else is.” Carly Fiorina
brand inside advantage women brand outside advantage women brand leadership advantage women
Brand Inside: Advantage … WOMEN!Brand Outside: Advantage … WOMEN!Brand Leadership: Advantage … WOMEN!
AcknowledgementsSusan Sargent Julie Anixter Sally HelgesenHeather SheaAnn RichardsCarol GilliganKathleen Hall JamiesonCDR Kathleen McGrath, USN Kathleen Brown
“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