women.future
MainEvent
New York
04.05.00
Message from
the Market’s
Madness?
ALL BETS
ARE OFF =
GOOD NEWS
FOR WOMEN
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!
And Now the Equivalent …
White Collar
Revolution!
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
Talk about a
[THE!]
male hang up!
WE NEED A
“NEW ORG”
ICON!
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 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
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
New Economy Advice from The Cluetrain Manifesto
Relax!
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!
There is no “talent shortage” …
if …
you are a
GPTW*
*Great Place To Work
Women’s Stuff (per Sally H. et al.) =
New Economy Match
Improv skills
Relationship-centric
Less “rank consciousness”
Self determined
Trust sensitive
Intuitive
Natural “empowerment freaks” [less
threatened by strong people]
Intrinsic [motivation] > Extrinsic
The Marketplace
Revolution
Confronting the
“Sameness
Malady”!
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
The Web!
Welcome to
D.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!
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age
of Customer
Control”
Message I …
Community
Sustaining Relationships
Intimate 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!
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
Design is
the fundamental soul
meaning of design.
of a man-made creation.”
Steve Jobs
Health!
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: “I will take care of me. I’d like your
expert help.”
Women and Healthcare
Women are … more 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 Women
“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.’ 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!
OPPORTUNITY
NO. 1!
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?
The Brand!
“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” quality
Building “community” on the Web
Design primacy
Creating “experiences”
Marketing to women
[+ the rapidly aging population]
The Brand/Defining the Brand
as a way of life driven by
a WOW Workplace
All
Redux:
the essential
attributes of
“differentiation” on the prior
slide play to women’s
inherent strengths!
The Y2K
Leadership Imperative
Putting Ourselves
at Risk!
Brand Leadership!
“A key – perhaps the key –
to leadership is
the effective
communication
of a story.”
Howard Gardner
Leading Minds: An Anatomy of Leadership
“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!
THE BOTTOM
LINE
Brand Inside: Advantage …
WOMEN!
Brand Outside: Advantage …
WOMEN!
Brand Leadership: Advantage …
WOMEN!
Acknowledgements
Susan Sargent
Julie Anixter
Sally Helgesen
Heather Shea
Ann Richards
Carol Gilligan
Kathleen Hall Jamieson
CDR 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