Blind Spots E-Book

R. J. Brideson

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 198

Veröffentlichungsjahr: 2017

Beschreibung

Are you ready for the next global economic disruption? Blind Spots outlines the way forward for companies who want to get early-mover advantage on this new $28 trillion economy. This powerful market has remained untapped, ignored and underserved despite the fact it is more economically powerful than India and China together - twice over and continues to rise. Women: they drive the majority of our purchases, they're outpacing men in graduate education and they routinely make or break brands by voting with their swelling wallets. This book shows you exactly how to tap into the modern female market and reap its numerous financial benefits before your competitors do. Written by Australia's definitive marketing-to-women authority and gender intelligence expert Bec Brideson, this book provides a practical framework for future-focused businesses who are done debating gender, and ready for profit and action. Women's impact on the bottom line is becoming undeniable but the grey areas around gender hold us back. Change is moving glacially thanks to tokenistic brand efforts and homogenous, risk-averse corporate reasoning. If you're ready to take the sort of bold, decisive action that cements market leaders and visionaries; this book is for you. Brideson will show you how to: * Single out a competitive advantage in a volatile, slow-growth market. * Bridge the gap between gender nuance and commercial gain. * Leverage authentic insights into a long-term, loyal relationship. In the search for advantage, CEOS look to technology for disruption yet they consistently neglect the market providing innovation and better profitability to the status quo. Blind Spots provides the framework and critical shift in perspective for making it in the new economy of women.

Leseprobe

If you are an Aussie man, read this book. If you are a man anywhere, read this book. If you are a man, Aussie or otherwise, who wants to grow your business rapidly, sell a shedload of whatever it is you make, and make massive revenues and profits accordingly, read this book. Bec Brideson's given you all the information you need. Get over the belief that you have nothing to learn from women, or nothing to learn about women, and buy and read this book. Bec writes, ‘Why is it that when we see the word “gender” in the context of “business” our insides feel tight and we run for the hills?' Don't be a business coward — be a future forward business genius. Exploit the hell out of this book to own the future and make an absolute goddamn fucking shit-ton of money — because there is a huge amount of money to be made out of taking women seriously.

Cindy Gallop, Former Chairman of Bartle Bogle Hegarty, Founder of MakeLoveNotPorn and IfWeRanTheWorld

Bec Brideson is a smart, effective and powerful person so of course she would write a smart, effective and powerful book.

Jane Caro, novelist, author, social commentator

As women grow their influence — at home, in the workplace and in the world — it exponentially opens up new opportunities for businesses who are able to connect with women in a meaningful and authentic way. Packed full of cutting edge insights, facts and practical advice, Blind Spots is an indispensable resource for anyone who wants to get ahead of the game in an increasingly accelerated and female empowered world.

Margie Warrell, ambassador for Women in Global Business and bestselling author of Stop Playing Safe and Make Your Mark

Blind Spots, is essential reading for anyone who is serious about growing their business in the twenty-first century. All the hard work has been done for you. The critical academic research distilled, the evidence explained and the key insights presented in a manner which can be easily digested and acted upon immediately. Literally, everything you need to know about engaging women and opening their purses, is contained within this remarkable book.

Michael Faudet, former creative director, DDB

Bec has written a book that urges business ‘to get women and get rich.' If you only read one business book this year, make it this one. Her thinking is original, her instructions are practical and her life experience both as a woman and as a marketing professional make her insights compelling. She asks, ‘Why don't marketers see women for what they are? They are the world's greatest unrealised business opportunity. They are the largest untapped target market, with the greatest power to spend. It's not just baffling, it's bad business.'

Rod Bennett, founder, BADJAR Group

First published in 2018 by John Wiley & Sons Australia, Ltd 42 McDougall St, Milton Qld 4064 Office also in Melbourne

© Venus Advertising Pty Ltd 2018

The moral rights of the author have been asserted

National Library of Australia Cataloguing-in-Publication data:

Creator:  Brideson, Bec, author.

Title:  Blind Spots : how to uncover and attract the fastest emerging economy / Bec Brideson.

ISBN:  9780730345404 (pbk.) 9780730345381 (ebook)

Notes:  Includes index.

Subjects:  Women consumers — Influence. Women — Economic aspects. Target marketing. Consumer behavior. Purchasing power — Comparative method.

All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above.

Cover design by Wiley

Internal design by Kiriaki Sarafis

Disclaimer

The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

CONTENTS

Foreword

About the Author

Acknowledgements

Preface

Introduction

CHAPTER 1: FROM HISTORY TO HERSTORY

THE BIRTH OF BUSINESS MARKETING

THINGS HAVE CHANGED — OR HAVE THEY?

WOMEN WANT MORE

THE WO-MAN ALGORITHM

FROM REJECT

CHAPTER 2: ARE YOU BLIND?

CASE STUDY THE 3% CONFERENCE

BUSINESS HER-ITAGE

PRESENTING THE DATA …

MORE THAN BUMS AROUND THE BOARDROOM

THE RESULT OF GETTING IT RIGHT

CHAPTER 3: PROOF OF DIFFERENCE

Y CHANGE?

DO YOU GET IT?

CASE STUDY WOMEN, WE SEE YOU

FROM UNILEVER TO MULTI-VIEW

THE APPLE DOESN'T FALL FAR

SEGMENTATION IS KING, BUT ALSO QUEEN

PICK YOUR BATTLE

CHAPTER 4: MEET MODERN WOMAN

THE MOTHER LOAD

WHAT WOMEN WANT

A FRESH TAKE ON FOOD

ROLE REVITALISED

CHAPTER 5: ARE WE DATING OR IN A RELATIONSHIP?

BUT WHAT ABOUT HIM?

A DOUBLE RACE

CHAPTER 6: BUSTING THE BIGGEST BUSINESS MYTHS

FROM COMA …

… TO CONSCIOUS

A PERIOD OF TRANSFORMATION

CHAPTER 7: $HOW ME THE MONEY

1. WHAT'S THE SIZE OF THE PRIZE?

2. WHAT'S IN THE WAY?

3. WHAT'S IN YOUR HEART?

4. WHAT LENS ARE YOU USING?

WHAT TO CHANGE, AND WHEN

KEEP MOVING

CHAPTER 8: FUTURE PROOF AND FEMALE READY

HUNCH VERSUS HYPOTHESIS

FIND THE RIGHT RESEARCH PARTNER

TRANSITION AND TRANSFORM

CONCLUSION

IMAGE CREDITS

INDEX

EULA

List of Tables

Chapter 3

Table 3.1:

List of Illustrations

Chapter 1

Figure 1.1:

from reject to results

Chapter 3

Figure 3.1:

gender effects on business

Chapter 4

Figure 4.1:

the many roles of modern women

Chapter 5

Figure 5.1:

female brand-love relationship — a value model

Chapter 8

Figure 8.1:

creating a female-lensed external culture

Chapter 8

Figure 8.2:

three phases to business leadership

Guide

Cover

Table of Contents

Preface

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Foreword

Never in history has there been more pressure on businesses. The average time a CEO keeps their job is near record lows. The average time a marketing director keeps theirs is even shorter — just 44 months.

It's not hard to see why.

We've moved from a business environment where successful companies could hold the same steady course for decades to a corporate battlefield that is being ripped apart by the ubiquitous forces of the internet — instant global markets and competition, extreme transparency and competitiveness on pricing, and the rise of the consumer's voice via social media, blogs and product reviews.

And it isn't about to slow down anytime soon.

One of the most important consequences of these seismic shifts in the marketplace is that the basic, bland and shallow manner in which so many companies have traditionally communicated with their potential customers is no longer working.

These days what companies say in their marketing messages and what they do day-to-day in the world are revealed, commented upon and evaluated within hours by their customers. Speak down to them and your company will be discussed and derided globally almost instantly. Be trite, simplistic or just inaccurate in how you communicate with them, and they'll abandon your brand for the ten thousand others on the internet that offer pretty much the same things you do.

As the mass media devolves into the mess media, we have never been more in need of a new breed of communication expert who can help us navigate our way through the message minefield.

At the forefront of these pundits is Bec Brideson, a genuine expert on one of the most important areas of commerce — the female customer.

Just as the Inuit are said to have 50-plus words to describe different types of snow, where we see only one, Bec Brideson can identify a myriad ways we can better communicate with women, many of which the average senior executive has never even thought about, let alone addressed.

Bec doesn't just understand women. She has articulated a precise path for how businesses can see them, resonate with them, commu-nicate with them and then do business with them.

This priceless knowledge was not acquired easily. It has taken Bec more than 25 years of focused work in the communications industry — first as a multi-award winning advertising writer, then as a top-level creative director, then running her own agency specialising in marketing to women, and now as a nationally respected consultant advising companies on her cutting-edge methodology for reaching (and persuading) the female consumer.

Knowledge is one thing, but what makes Bec so valuable to businesses is her commercial acumen. She understands that companies aren't marketing for kicks, but for bucks. And that's why this book is packed with insights that can help you sell truckloads of products and services to the female customer.

Some of what she says may shock you, much of it will challenge you, but by the end you'll agree on two things:

There's a much more effective way to communicate and sell to the female consumer.

Bec Brideson knows exactly how to do it.

Siimon Reynoldsbestselling author ofWhy People FailApril 2017

About the Author

R. J. (Bec) Brideson has a mission to change the world's attitudes to women, economics and business.

A pioneer and innovator in commercially smart ways to market to the female consumer, she helps organisations develop strategies and solutions to make more money in what is the fastest growing economic market. 

With over twenty years of success as a communications specialist, Bec is recognised for her work on big brands across categories such as FMCG, automotive and aviation, including the successful launch of Virgin Airlines in Australia. She is one of only 3 per cent of women globally to have held the job title of Creative Director, and is renowned for setting up Australia's first marketing-to-women agency, Venus Comms.

Now an influential facilitator, trainer, mentor and coach, Bec helps business leaders and organisations to uncover what women really want, expect and need from them and to transform this understanding into business growth.

She believes that a company's true competitive advantage is way more obvious and accessible than many think. From C-suite to CMOs, executive teams, digital, marketing and sales departments, Bec has proved time and time again the financial upside of womenomics. 

Her ability to create clarity and focus around an industry and topic that is often misheard and misunderstood makes her a sought-after speaker. She has presented at numerous conferences throughout the world, including Cannes Lions, Indi Summit, Pause Fest, ad:tech and Mumbrella360.

Bec is married to an ‘adman' and has two young daughters. This is her first (but definitely not her last) book.

Acknowledgements

For just over a year, I set my alarm for 4.45 am so I could focus on my writing in a still and quiet house. It has taken me daily discipline and commitment to bring this book to its full potential, which is exactly how I propose you improve your own business.

I feel my purpose is to create a better world for womankind, mankind and human kindness. We all have an opportunity to add richness, warmth and value, and to help lighten the load for others. This book, I hope, is a step in this direction.

It takes a village to raise a child, and a community to write a book.

To my community:

Kelly Irving, my patient, clever and supportive editor, to whom I'm profoundly grateful. Lucy Raymond at Wiley — I am in awe of your strength and courage. Melissa Kuttan, my intelligent business assistant and cheer squad, and all of the Venus team, particularly Kiki Sarafis for brilliant design aesthetics and Sive Buckley, who ‘calms my farm'. Looking back on my career: Sean Cummins for the craft and the guts, and for being the catalyst to my steely determination and belief. Michael Faudet and Rod Bennett, two of the cleverest creative men in advertising, who believed in me at various stages along my career path and who championed me on my journey both in and out of the ad industry.

To my village:

My loving parents for the DNA, the opportunity and the education you gave your daughters. My sister Meg, my bestie Angie Douglas, my clever cousin Melanie Sheppard, and other women in my tribe including Georgia Murch, Jayne Ansin, Bec Cole, Donna McCrum, Tara Lordsmith and Chris Khor. You are all wonderful and strong women who lift me up and embolden me.

And to my husband, who had the courage to join me in life before joining me in my business. For the intellectual rigour, the productive debates, the development of our knowledge and the tough times we survived juggling babies and business and getting through it all. To my girls, Miffy and Winsome: thank you for being the strong, resilient and creative darlings you are. There is no end to my appreciation of my family for supporting me in my career and passion outside of the other most important job in the world — loving you all.

Preface

Imagine a page with the heading ‘Gender' at the top. On one side we list issues that we encounter in the HR or culture department, such as unconscious bias, wage gap, glass ceiling, equal opportunity and workforce diversity.

Somewhere at the bottom of the page we note more personal subjects around sexuality and identity, such as transgender evolutions, sexual preferences and the blurring of domestic roles.

Then over on the other side of the page we add another large head-ing, ‘Womenomics' or ‘The female economy', then note down some of the economic issues relating to women's impact in the marketplace and their financial leverage today in the consumer economy.

Now many of these points can be connected by dotted or blurry lines, but still they are all very different subjects.

It is no wonder that confronting these issues is inherently confusing, which often means this useful exercise ends up in the ‘too hard basket'.

On the HR side, many workplace headaches and difficulties can make us feel a bit uneasy, emotional or just worn out. Years of discussion of all this have made us a bit weary and wary, but treating genders equally while celebrating their differences is such an important dynamic when it comes to moving society forward. Unconscious bias is tricky because normally it is not visible on the surface. So if it is not apparent, how do we tackle it?

Sexuality and gender roles are so much wrapped up in personal preferences and lifestyle values that it's a bit like our political inclina-tions: we don't usually go around discussing them or justifying them because they involve individual choice. Nonetheless these issues often crop up at work and need to be understood because of the way they can affect the business or financial discussions of males and females as markets.

That women have a distinctive economic role is a fairly new revelation in the business world. Many business leaders don't know about it or understand it, or they don't see it as relevant to their bottom line. For many different reasons, they think the homogenising of gender is not an issue. They have traditionally viewed the world through a male lens, and they don't see why we should upset the applecart by changing this now.

‘Gender' is a word that makes many of us shrink and feel instantly defensive. It speaks to who we are in everyday life: the way we dress, which bathroom we use, how we identify ourselves and others. That's why it's a subject of nuance, and often confusion, and a political hot potato. But that doesn't mean we should ignore it.*

*I'm going to show you why we need to think otherwise.

For a woman, presenting these arguments is especially problematic, for a really simple reason: most people think they are about to enter into an ‘HR / bias / feminist' discussion. Not true!

As a woman working in this market, I have built something of a reputation as an expert on gender opportunity. Still I find that many would rather dismiss such concerns as ‘women's problems' than take the time to understand that I am talking about ways the business might be more financially successful.

Culture/workplace gender issues, sexuality, the female economy (womenomics). When writing this book, I worked to keep the three subjects distinct in order to better understand them and appreciate what each brings to the discussion. But the fact is they are all part of the overall mix, so keep that page in your head and continue to visualise those dotted lines linking them. As you read this book, I hope you will start to see gender as a wonderfully powerful term associated with profits, product developments and market disruption, rather than as big blind spots.

The numbers and facts around womenomics are black and white, but there is still a big grey area to address — and that's what we'll be doing in the pages that follow.

Addressing our gender differences, when it comes to business, can lead to big bucks — so stick with me!

This book was written for forward-thinking trailblazers who are ready to take positive action in their businesses and organisations. It closes the gap between wanting to create change and knowing why we need it. It's for those decision makers who are having the conversation but are struggling with how to look at it all from a new perspective. And it's for the leaders at the top who will be influenced by the determined, enterprising folk who work with them.

Together, we'll bridge all levels of the organisational chart to explore how acknowledging our different perspectives can add up to more revenue.

We'll look at how tradition has created a false myopia and why learning to see the way the world has changed can illuminate some of the blind spots that persist in corporations around the globe today. To not see gender is to limit yourself to one perspective or lens and to miss the greater opportunity entirely. If you will suspend your disbelief and keep both your eyes and your mind wide open, this book will be transformational to your future business.

Let's begin.

Introduction

Women are the fastest growing global consumer economy.

An Ernst and Young study reports that by 2028 women will control close to 75 per cent of discretionary spend worldwide.1 That's a trillion-dollar opportunity for the business world — a world that has been shaped by men and an instinctive male perspective.

Is it any wonder that big blind spots exist in businesses and brands when it comes to forming relationships with women?

Put simply, you are failing to seize a trillion-dollar business opportunity because you have no idea how to address this paradox by looking at your business from a different perspective.

If you're like most CEOs, then you're looking to technology, innovation and ‘disruption' for competitive advantage, but I suggest you're getting it all wrong! The solution is devastatingly simple and right in front of you.

You are viewing the consumer world through only one lens. A traditional, male lens. Now it's time to include a female lens.

Many leading business execs say they already have a healthy bottom line. So why would they change their current formula if it's working well?

Why consider ways to better meet the unmet needs or wants of women and make more money by doing so?

The answer is really as simple as:

‘Why wouldn't you?'

There has never been a better time, nor a more financially important time, to find a new prescription that ensures full visibility of each gender.

We live in a time of exponential change and disruption. Being a business that thrives in today's landscape requires a new approach. Leaders must learn about, understand and harness the ever-changing competitive market.

Three unrelenting forces shaping the world today are the weather, the web and women. At the same time, education and entrepreneurial opportunities are increasingly ‘fast, flat and free'. The democratising internet has broken down barriers for women, encouraging them to make their own way onto the world stage.

Women use the web to start up their businesses, connect to one another, buy and sell, communicate their delight and dissatisfaction. Women also research businesses and spend money with them like never before, aligning with brands that share their values.