dispatches from the new world of work

More Praise for Fara Warner (With an Asterisk)

I want to reiterate my support for recent Cool Friend Fara Warner. I wholeheartedly endorsed her book, The Power of the Purse, and I was giving it a close re-read on the flight to London. I can restate that it really is a first, a book on the women's market opportunity that is exclusively devoted to detailed case studies of companies who have made great strategic strides to embrace this enormous opportunity. The cases include: McDonald's (acknowledging that women are their majority market, and taking a very new approach to their business as a result), Home Depot, Procter & Gamble (the premier marketer learns new tricks!), DeBeers Group (the diamond folks), AXA Financial, Kodak, Nike, Avon, and MGA Entertainment (tackling Barbie with something new for girls).

My only bone to pick is a reference to me that more or less says that I need not push the cause anymore because companies have gotten the message—and now they need the details. I unequivocally support the need for details, but also can unequivocally state, Fara, that companies of all shapes and sizes have not got the message, at least strategically. That's an up-to-date report, based on seminars this week with Clients who shall not be named.

Tom Peters posted this on 10/19/05.

Comments

Just keep rattling the cage for women Tom. Most UK managers still think it is just some politically correct passing fad that will pass ...the same types - you recall - who said in the 80's ' These computers will never catch on.'

Posted by Trevor Gay at October 19, 2005 1:19 PM

I think we're reaching an interesting point in the era of marketing to women, Tom. Is there a lot of talk about the need for marketing to women? Yes. Are there authors, journalists and speakers who offer things to ponder when marketing to women? Heck, yes. What I believe business owners are looking for is some good, core "how-to" advice to break down the overwhelming task of M2W into bite-sized chunks, and deal with women as individuals rather than a huge gender base. And understand that new forms of marketing (electronic, word-of-mouth) requires a new if not altered way of thinking.

Hmmm... maybe I have something here. Excuse me while I head over to my Powerbook... :-)

Posted by Michele Miller at October 19, 2005 5:00 PM

OK, maybe Im missing something... but, is it really that difficult. Do (presumably male) managers really need it spelled out for them step by step? Do they need a script to follow?

It seems really simple to me. Hire women. Listen to them and respect them as individual human beings. Put them in charge of things.

Whats so difficult about that?

Posted by AJ at October 20, 2005 8:14 PM

Hi AJ - hope you are well. It is more simple than simple!! Sadly many male managers DO need it spelling out.

Posted by Trevor Gay at October 21, 2005 5:49 AM

Go to a meeting. Sit quietly and look around you. Listen to what's being said. Look at the body language. Who are the bigger idiots in the room - the men or the women? I rest my case...

Posted by Stephen Spencer at October 21, 2005 12:07 PM

Newsweek has a new cover story on women leadership - comments above I read as sexism - there have been plenty of women as failures in the USA - including many in the Clinton Whitehouse like Janet Reno and Madeline Albright. The rise of women leadership and influence in the USA precisely parallels incredible credit card/home equity household debt [shop 'til you drop] and 60% obesity in the USA [dine to resemble swine]. Sexism of one gender v. another leaves much to desire [except if you are a liberal low testosterone level USA Democrat].

Posted by Sean at October 22, 2005 9:40 AM

I couldn't agree more with Tom in his asterik to his praise that we need to keep pushing for the change at all levels of organizations when it comes to understanding that women are the most important consumers in the world...With my book, The Power of the Purse, I'm hoping we can move the discussion forward to talk about success and failures so the people who are getting it learn more and to show the many who still don't understand the impact of women that success can only follow if you focus on the women's market as a fact--not a fad.

Posted by Fara Warner at November 10, 2005 8:39 AM