Why Women Mean Business

AVIVAH WITTENBERG-COX is CEO of 20-First, one of Europe's leading gender consultancies. 20-First works with progressive companies interested in building gender 'bilingual' organisations that capture the opportunities offered by the other half of the talent pool and the other half of the market - the female half. The firm's renowned Bilingual Leadership programmes help executives - men and women - manage difference more effectively.
 
Avivah is also the Founder and Honorary President of the European Professional Women's Network (EuropeanPWN.net), a certified executive coach and was a Visiting Coach at INSEAD. She is a popular speaker on leadership and gender issues across Europe and has had articles and interviews published in publications such as the International Herald Tribune and the Financial Times. Canadian, French and Swiss. In 2007, ELLE Magazine recognised her as one of the TOP 40 Women Leading Change. She lives in France with her husband and gender balanced children (a son and a daughter).
 

ALISON MAITLAND is an independent journalist and commentator who has been researching and writing about women in business for a decade. She spent 20 years with the Financial Times, including eight years as Management Writer. Her other specialist areas are leadership and corporate responsibility.
 
Alison is a Senior Visiting Fellow in the Faculty of Management at Cass Business School, City University, London. She is a conference speaker and moderator and she directs the Work-Life & Diversity Council of The Conference Board Europe. She served on the advisory group for the Equal Opportunities Commission's 2007 investigation into the Transformation of Work. She lives in the UK with her husband and two daughters.

"A timely contribution to the increasingly vocal debate about the economic importance of women. It is refreshing to read the authors' comprehensive analysis of gender as a business issue, not a women's issue... We can't make the future happen unless women help the men adjust."
 
Niall FitzGerald KBE, Chairman, Reuters, in his foreword
 

"This excellent book asks every leader in the public or private sector to act on Gender as a Strategic Business Imperative... The emerging force of women in the 21st century is part of a major social and economic change which has to be acknowledged by any organisation looking for a competitive edge."
 
Larry Hirst, General Manager, IBM UK
 

"An important contribution to a serious business and political issue. It reframes the gender debate, providing pragmatic and realistic tools to harness the potential of women globally."
 
Vivienne Cox, Executive Vice President and CEO of Gas, Power & Renewables and Shipping, BP
 

"Leveraging the power of women, as business executives and as consumers, is one of the greatest challenges and opportunities for companies. This book presents powerful arguments to commit significant resources and management thinking to that cause."
 
Gerald Lema, President, Asia Pacific, Baxter International
 

"Why Women Mean Business is able to push the discussion from 'let's fix the women' to a powerful new source of economic growth. Not only does it give a bright roadmap with 'how to do' tips but more importantly it shows the shift in 'how to think' that is required."
 
Peter Bakker, CEO, TNT

Foreword by Niall FitzGerald KBE.
 
Preface by Michael Kimmel.
 
Acknowledgements.
 
CHAPTER ONE: WOMENOMICS.
 
Guarantors of Growth.
 
The Strategic Side of the Gender Divide.
 
Opportunity Cost.
 
Valuing Difference.
 
Becoming "Gender-Bilingual".
 
Declining Demographics is not Destiny.
 
21st Century Forces: Weather, Women, Web.
 
CHAPTER TWO: MOST OF THE TALENT.
 
The "Talent Wars" are Here.
 
Female Brainpower.
 
Under-used Talent.
 
The Role of Business Schools.
 
Tapping into the Pool.
 
Recruiting: Making Women Welcome.
 
Retaining: Structural Repairs Needed.
 
Promoting: Return on Investment.
 
Building Better Boards.
 
Legislating Solutions - the Controversial Quota.
 
CHAPTER THREE: MUCH OF THE MARKET.
 
Purchasing Power - Beyond Parity.
 
Female Finances.
 
Sex and Segmentation.
 
The Many Faces of Marketing to Women.
 
Shut-your Eyes.
 
Marginalise.
 
Specialise.
 
Prioritise.
 
CHAPTER FOUR: BECOMING "BILINGUAL", WHAT COMPANIES CAN DO.
 
A Fresh Look at Traditional Approaches to Gender.
 
Equal and Different.
 
Diversity Dilemmas.
 
Recognise that "Best" is Biased.
 
Surprising Sectors.
 
A New Approach to Gender.
 
Understand the Starting Point.
 
Personalise the Conversation.
 
Manage the Metaphors - The Power of Vocabulary and Vision.
 
The Building Blocks of Bilingualism.
 
1. "Getting it": Top Management Commitment.
 
2. Management Bilingualism: Proactively Managing Difference.
 
3. Empowering Women: The Knowledge and Networks to Succeed.
 
4. Banning Bias: Identifying and Eliminating Systemic Bias from Corporate Systems and Processes.
 
CHAPTER FIVE: SEVEN STEPS TO SUCCESSFUL IMPLEMENTATION.
 
Key Success Factors
 
1. Awaken Your Leadership Team.
 
2. Define the Business Case.
 
3. Let People Express Resistance.
 
4. Make it a Business Issue, not a Women's Issue.
 
5. Make Changes Before Making Noise.
 
6. Don't Mix up the Messages.
 
7. Give it a Budget, not just Volunteers.
 
CHAPTER SIX: CULTURE COUNTS, WHAT COUNTRIES CAN DO.
 
Making Bosses and Babies.
 
Best and Worst: Surprising Results.
 
Imperfect Deal in America.
 
Continents of Contrast.
 
Public Policy Pull, Private Sector Push.
 
CHAPTER SEVEN: FIGURING OUT FEMALES.
 
What Companies Need to Know About Women.
 
Discomfort with "Politics".
 
The Conversations that Matter.
 
Careers are not Straight Lines.
 
Phase 1: Ambition.
 
Phase 2: Culture Shock.
 
Phase 3: Self-affirmation.
 
The Lure of Entrepreneurship.
 
Alternative Views of "Power".
 
Sex, Success and the Media.
 
Change Agents on their Own Terms.
 
CHAPTER EIGHT: TOMORROW'S TALENT TRENDS ... TODAY, "WOMEN-FRIENDLY" MEANS "PEOPLE-FRIENDLY".
 
New Models of Work.
 
Fathers Count Too.
 
Technology as Enabler.
 
The Value of "Grey" Brainpower.
 
Making the Most of the "Me" Generation.
 
The Future is Already Here.
 
CHAPTER NINE: CONCLUSION, FROM BETTER BUSINESS TO A BETTER WORLD?
 
New Voices, New Choices.
 
New Measures of Success.
 
A Challenge for Business.
 
Index.

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