the athena doctrine

THE ATHENA DOCTRINE:HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL

RULE THE FUTURE

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema1

@JOHNGERZEMA

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

A NEW BREED OF ENTREPRENEUR SPEAKS OF COMBINING ‘CHIKARA’ (POWER) AND ‘AI’ (LOVE) TO SUCCEED IN A TIME WHEN COOPERATION IS AS IMPORTANT AS AMBITION. ICELANDERS CROWDSOURCING A NEW CONSTITUTION MAKE “PRUDENCE AND RESPONSIBILITY” THE LAW OF THEIR FROZEN LAND. BEST-SELLING AUTHOR JOHN GERZEMA AND HIS CO-AUTHOR PULITZER-PRIZE WINNER MICHAEL D’ANTONIO TRAVEL NEARLY FOUR TIMES AROUND THE GLOBE SURVEYING 64,000 PEOPLE IN TWENTY-FIVE NATIONS AND ON-THE-GROUND INTERVIEWS FROM COLUMBIA TO BHUTAN, BERLIN TO BURMA TO LEARN HOW THE MOST INNOVATIVE PEOPLE ARE DEPLOYING FEMININE STRENGTHS AND VALUES TO RECOVER FROM ECONOMIC AND SOCIAL CRISIS AND CREATE A MORE HOPEFUL FUTURE.

THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL RULE THE FUTURE

2


WE TRAVELED THE WORLD CONDUCTING INTERVIEWS AS WELL AS SURVEYING 60,000 PEOPLE IN 25 NATIONS

SAN FRANCISCO

ST LOUISTOKYO

SHANGHAI

NAIROBI

THIMPUTEL AVIV

AHMEDABADPARO

REYKJAVIK

BERLINLONDON

BRUSSELS

STOCKHOLM

MEDELLÍN

LIMA

NEW YORK

JERUSALEM

BOGOTÁ

KOLKATA

ATHENS

LOS ANGELES

SEATTLE

ANNAPOLIS

BEIJING

NEW DELHI

ON THE GROUND INTERVIEWS IN 50 CITIES, IN 15 COUNTRIES, LOGGING 250,000 MILES IN 2 YEARS

25,000 RESPONSES IN 17 NATIONS COMPRISING 68% OF GLOBAL GDP

THE LARGEST QUANT/QUAL RESEARCH PROJECT DEVOTED TO FEMININITY IN GLOBAL CULTURE


NAGATO KIMURAKINOYA SEAFOOD CO.ISHINOMAKI, JAPAN

Shortly before 3pm on March 11th, 2011 a massive tsunami came ashore. Thirty-foot

high waves of water traveled almost three miles inland. Boats were perched on tops

of houses. Cars looked like toys discarded carelessly on the floor of a boy’s bedroom

floor. And the cannery known as The Kinoya Seafood Company was completely

destroyed.

As rescue workers searched for survivors, they began to notice little tins caked in

mud and debris that dotted the coastline. Though the labels were washed away, the

cans were intact, so they made for a quick meal – although you weren’t sure you

were getting tuna, flounder or mackerel. While others protested the government’s

handling of level 7 meltdowns of three reactors at Fukushima, a large group of

concerned citizens traveled to Ishinomaki, where they gathered, washed and

transported the cans back to Tokyo.

But how do you sell something with no label? The cans were left on the store shelves

bare, but then people began decorating them with messages of support and unity.

As I ate canned mackerel with Kimura-san, the company’s President – he explained

how citizens helped recover and sell 800,000 of the one millions cans of fish that

went missing. Across the nation they became known as Japan’s ‘cans of hope’.

ÖRN BáR⇥UR JóNSSONCONSTITUTIONAL COMMITTEE MEMBERREYKJAVIK


Orn Johnsson is a constitutional committee member of Iceland’s new

government, where bankers there inflated a financial bubble that

wrecked the national economy. They wrote a new constitution through

crowdsourcing, making “prudence and responsibility” the law of their

frozen land.


BUT WHEN PEOPLE ARE ASKED “WHAT MIGHT MAKE THE WORLD A BETTER PLACE” -- ONE FINDING STOOD OUT:

6

“THE WORLD WOULD BE A BETTER PLACE IF MEN THOUGHT MORE LIKE WOMEN”

US UK INDIACHINA

100

90

80

70

60

50

40

30

20

10

0

68%63%

57%

72%69%65%

52%55%

53%

51%

ADULTSMILLENNIALSMEN

58%

51%


TEAM PLAYER AGGRESSIVE DEDICATED STRONG GENEROUS DARING RELIABLE RUGGED UNIQUE GLAMOROUS DOMINANT ARTICULATE VULNERABLE ADAPTABLE PROGRESSIVE

DRIVEN OPEN TO NEW IDEAS LOVING TRUSTWORTHY STUBBORN CHARMING OVER-

BEARING UPPER-CLASS GUTSY HUMBLE PLANS FOR THE FUTURE GOOD LISTENER

ARROGANT TRENDY HARD-WORKING GIVING SENSITIVE POISED COMPETENT PATIENT KIND RESTRAINED DARING PASSIVE STYLISH PROUD UNDERSTANDING FUN RIGID

ORIGINAL GOOD AT MULTITASKING ANALYTICAL GENTLE BRAVE EMPATHETIC AMBITIOUS

ENCOURAGING DOMINANT SINCERE INTUITIVE CONFIDENT SOCIALLY RESPONSIBLE DECISIVE PERCEPTIVE DOWN TO EARTH PASSIONATE FLEXIBLE SELFISH CREATIVE

TRADITIONAL CUNNING CARING CANDID REASONABLE INTELLIGENT STRAIGHT FORWARD

COLLABORATIVE CAREER-ORIENTED SOCIAL CAREFREE INVOLVED SELF-RELIANT HEALTHY DIFFERENT HONEST AUTHENTIC LOGICAL ENERGETIC EMOTIONAL SELFLESS GLAMOROUS

UP TO DATE ASSERTIVE SENSUOUS DISTINCTIVE INDEPENDENT COMMUNITY-ORIENTED

ANALYTICAL FRIENDLY COMMITTED FAMILY ORIENTED COOPERATIVE CONSENSUS

BUILDER EMOTIONAL AGILE POPULAR NURTURING CONSCIENTIOUS LOYAL COMPETITIVE OBLIGING INNOVATIVE CURIOUS DYNAMIC NIMBLE PROGRESSIVE IMAGINATIVE

RESILIENT NATURAL LEADER DEPENDABLE VISIONARY DIRECT AFFECTIONATE DEVOTED

EXPRESSIVE FREE-SPIRITED FOCUSED SUPPORTIVE UNAPPROACHABLE HELPFUL SIMPLE

WE ASKED 30,000 PEOPLE TO RATE 200 TRAITS ON

WHETHER THEY WERE MASCULINE / FEMININE / NEUTRAL.

WE ASKED A SEPARATE 30,000 PEOPLE TO RATE THEM ON

LEADERSHIP, SUCCESS, HAPPINESS AND MORALITY


FEMININE ATTRIBUTES MORE STRONGLY RELATED TO LEADERSHIP

8 Source: BAV USA All Adults, Q1 2012.

LEADERSHIP

-80 -60 -40 -20 0 20 40 60 80

100

90

80

70

60

50

40

30

20

10

PLANS FOR

FUTURE

AGGRESSIVE

PROUD

ANALYTICAL

INDEPENDENT

RESILIENT

EXPRESSIVE

REASONABLE

COLLABORATIVE

FLEXIBLE

PATIENT INTUITIVE

LOYAL

PASSIONATE

SELFLESS

GENDER STRENGTHMASCULINE FEMININE

ST

RO

NG

LY R

ELA

TE

D T

O L

EA

DE

RS

HIP

Y = 0.38X + 41.556R² = 0.33571

LEO RISKICULTURAL ATTACHÉ, FELLESHUS BERLIN


We met Leo Riski cultural attaché of The Felleshus in Berlin is the first

shared embassy in the world which houses all five Nordic countries.

Felleshus is Danish for ‘House for everyone’. The Nordic model is very

matriarchal, and based on ALIGNING GOALS and SELF-INTERESTS to

THE BETTERMENT OF ALL and a model of 21st century diplomacy. The

irony was not lost on us that directly across the street isThe Syrian

embassy, which was protected from graffiti attacks and constant

protest, a stark contrast indeed.

ORNA BARBIVAIGENERAL: ISRAEL DEFENSE FORCESTEL AVIV, ISRAEL


In Tel-Aviv we met General Orna Barbivai, the highest-ranking

woman in the Israeli Defense Force. The IDF is the first, and only

military to put women into combat roles. General Barbivai told us

she approaches military strategy from the perspective of a ‘mother’.

More than capable of using FORCE when confronted, the general

feels women can also READ SITUATIONS FROM MANY ANGLES and

assess OUTCOMES of actions before taking them. General Barvivai

believes in engaging to de-escalate conflict. And she should know:

Her two daughters guard checkpoints at Syria and The Gaza Strip.

IJAD MADISCHCEO/CO-FOUNDERRESEARCHGATEBERLIN


In Berlin we met Ijad Madisch, a medical researcher who kept

‘getting stuck’ on his experiments. When he asked peers for

help he learned it is taboo to show VULNERABILITY in the

‘ego-driven world of scientific research. He moved to Berlin

and created a ‘Facebook for scientists’. His goal is to get

scientists out of their cubicles and to work together. Ijad’s

HUMILITY is paying off: several collaborative advancements are

already being published.


FEMININE ATTRIBUTES MORE STRONGLY RELATED TO MORALITY

12

MORALITY

GENDER STRENGTH FEMININE

-100

-80 -60 -40 -20 20 40 60 80

100

80

60

40

20

0

-20

-40

-60

-80

AGGRESSIVE

ANALYTICAL

DECISIVE PROUD

CONFIDENT

FOCUSED

INDEPENDENT

RESILIENT

PLANS FOR

FUTURE

COLLABORATIVE

INTUITIVE

SELFLESS PATIENT

EMPATHETIC

PASSIONATE

EXPRESSIVE

NURTURING

FLEXIBLE

REASONABLE

LOYAL

Source: BAV USA All Adults, Q1 2012.

MASCULINE

ST

RO

NG

LY R

ELA

TE

D T

O M

OR

ALS

Y = 0.5233X - 1.9431R² = 0.54514

EMILY BOLTONDIRECTORSOCIAL FINANCELONDON


Social Impact Bonds are becoming popular in the UK because

they take public sector risk into the private sector. Social

investment means the government will pay a share of long-

term savings to investors if the project they fund lowers future

government costs at an agreed upon rate. One Social Impact

Bond attempts to lower the rate of re-offending prisoners from

Peterborough prison who served less than 12 months. If the

rate is lowered by 7.5% investors earn money, otherwise they

lose their investment. Social Finance demonstrates

COMMUNITY, COOPERATION and shared OUTCOMES.

CATALINA COCK DUQUEFOUNDER: FUNDACION MI SANGREMEDELLIN, COLOMBIA


Imagine a fashion show where ex-rebels parade in drag for the

amusement of former victims: Catalina Cock Duque runs Fundacio Mi

Sangre – the My Blood Foundation, which stems violence in Medellin

with job training and counseling to ex-rebels fighters in FARC or the

Revolutionary Armed Forces. At a farm outside Bogota, ex-guerillas

and their families can live for a year with citizens they once terrorized.

Catalina’s program stands for EMPATHY and FORGIVENESS: “they

begin to see each other as human beings, which can’t be done when

you are holding a gun, and it’s the only way you can get to peace.”


JONAS VIG & MÅNS ADLERFOUNDERS: BAMBUSERSTOCKHOLM

15

In Stockholm we visited Bambuser, which created the first live streaming

video from a mobile phone. Jonas and Mans thought they were creating a

social entertainment platform only to become the people’s voice of the

Arab spring live from Tahir square and become the first website that the

Egyptian government shut down. Bambuser upended dictatorial

government control to become the first true neutral media in the Middle

East. Bambsuser is now the live real time network from the street

detailing the Syrian attack on Homs.

MIT AgeLabCAMBRIDGE, MA


College students at MIT, at the peak of their energy and health, were tasked

with wearing the AGNES (Age Gain Now Empathy System) suit, to try and

understand what it feels like to be in your mid-70’s. The suit restricts joint, neck

and leg movement, has shoes that reduce your sense of balance and as

expected, they’re unable to turn their blinker off. This is a story about

innovation catalyzed by empathy. The generational divide that has become

such a prevalent story is disappearing as 20 year olds are beginning to think

like 75 year olds. Started in 1999 at MIT, the AgeLab has been working to find

solutions to make life more livable the ageing post-industrial civilizations. We

met with Dr. Joseph Coughlin, Director of the MIT AgeLab, to try and learn why

empathy has become so important for innovation

-100

-80 -60 -40 -20 20 40 60 80

100

80

60

40

20

0

-20

-40

-60

-80

AGGRESSIVE

ANALYTICAL

DECISIVE

PROUD

CONFIDENT

FOCUSED

INDEPENDENT

RESILIENT

PLANS FOR

FUTURE

COLLABORATIVE

INTUITIVE

SELFLESS

PATIENT

EMPATHETIC PASSIONATE EXPRESSIVE

NURTURING

FLEXIBLE

REASONABLE LOYAL


FEMININE ATTRIBUTES ARE MORE STRONGLY RELATED TO HAPPINESS

17

HAPPINESS

GENDER STRENGTH FEMININE

Source: BAV USA All Adults, Q1 2012.

MASCULINE

ST

RO

NG

LY R

ELA

TE

D T

O H

AP

PIN

ES

S

Y = 0.6469X + 18.159R² = 0.49548

GRANNY HOLLYPARTNER: GRANNIES, INC.BANBURY, U.K.


In London, we met Granny Holly, one of the platoons of grandmothers

who make hand-knitted scarves and hats for the British start-up,

Grannies Inc. Young people across Britain turn to the comfort of these

extraordinary women, who sew messages of HOPE, LOVE and

ENCOURAGEMENT into each garment. You can even pick out your

own granny! True to the values of NURTURING and LEGACY,

Grannies Inc. slogan is “There’s wisdom in the wool”.

KARMA TSHITEEMSECRETARYGROSS NATIONAL HAPPINESS COMMISSIONTHIMPHU, BHUTAN


In the tiny kingdom of Bhutan Karma Tshiteem is the secretary of the country’s

Gross National Happiness Commission, which translates the king’s vision for a

happy nation into government policy, focusing on work-life BALANCE,

PATIENCE and having PERSPECTIVE. Here, new economic models based on

quality-of-life rather than GDP including Bhutan’s values is that growth does

not harm the greater good.


“MAN OR WOMAN, YOU NEED BOTH MASCULINE AND FEMININE TRAITS

TO THRIVE IN TODAY’S WORLD.”

—81% AGREE


ALL OVER THE GLOBE, PEOPLE REALIZE THAT MASCULINE STRUCTURES NO LONGER WORK. TRADITIONAL INSTITUTIONS AND THINKING BUILT ON DOMINANCE AGGRESSION AND HIERARCHY ARE SUCCUMBING TO A TRANSPARENT, COLLABORATIVE AND CODEPENDENT WORLD. IN THIS TIME OF SOCIO-ECONOMIC, POLITICAL, GEOGRAPHIC, GENERATIONAL AND TECHNOLOGICAL UPHEAVAL, THE MOST INNOVATIVE PEOPLE ARE DEPLOYING FEMININE STRENGTH AND VALUES TO MAKE THE WORLD, BETTER. THE TYPE OF FEMININE LEADERSHIP WE UNCOVERED AROUND THE WORLD IS NOT SOFT AND SQUISHY BUT RATHER, WISE AND QUIETLY STRONG, LIKE THE GREEK GODDESS ATHENA, WHO WAS KNOWN FOR HER WISDOM, SKILL, CIVILITY AND FAIRNESS. THE ATHENA DOCTRINE IS NOT ONLY A SUGGESTION ON HOW TO PURSUE PERSONAL SUCCESS, BUT HOW TO IMPROVE SOCIAL AND ECONOMIC DEVELOPMENT FOR AL AND HAVE A LASTING IMPACT ON OUR CURRENT GENERATION AND GENERATIONS OF THE FUTURE.

THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL RULE THE FUTURE

21

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