women.futureMainEvent

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 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!

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 skillsRelationship-centric

Less “rank consciousness”Self determinedTrust sensitive

IntuitiveNatural “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 …

CommunitySustaining 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

meaning of design. Design is the fundamental soul

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” qualityBuilding “community” on the Web

Design 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!

The Y2KLeadership 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’ 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!

AcknowledgementsSusan Sargent Julie Anixter Sally HelgesenHeather SheaAnn RichardsCarol Gilligan

Kathleen 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