【正文】 ng our plea for more energetic Innovation in SECTION TWO, I examined what I call the “valueadded ladder.” Steps up toward more and more enpassing “products” and “services” were the topic. In the same vein, I now want to “cut the crap” and talk directly about two enormous but largely overlooked markets. I’m as much a supporter as anyone of the idea that the new software tools can readily allow us to create “markets of one.” But precisely for this reason, I’m fearful that we will overlook the Main Dimensions. Enormous Strategic opportunity. Damn it. women. BOOMERS. GEEZERS. NOTE: “This” has been an obsession of mine since December 1996, when the woman who was president of my training pany dragged me to a meeting of 25 powerful women she had assembled. Without emotion, they described the degree to which women were disregarded as purchasers and leaders. For some reason, it clicked. Hence my mitment over the last 12 years. I approach this not in terms of “social good,” but in terms of missed opportunities for business success. In recent years I have added the “boomergeezer” “segment” to my concerns—again, concerns in terms of ridiculously large unattended opportunities. For more details on my “conversion,” see Chapters 13 amp。 miss the need for OBSESSION Subconsciously threatened!!?? Occasion to make JOKES women. BOOMERS. GEEZERS. “EXCELLENCE.” AARGH. 200Good Thinking, Guys! “Kodak Sharpens Digital Focus On Its Best Customers: Women” —Page 1 Headline/WSJ/0705 Ad from Furniture/Today (): “MEET WITH THE EXPERTS!: How Retailing?s Most Successful Stay that Way” Presenting Experts: Male = 16。 Young/Poorly educated) Not Just America … “Boys Falling Seven Years Behind Girls at GCSE Level” —headline, Weekly Telegraph, UK, Girls Again Outshine Boys In CBSE Class 12 Exams Source: Headline, Dateline New Delhi (。WR, (. William and Mary: 26% girls, 44% boys) NOTE: ., dorm space is equal for each group. There are more women applying. To occupy dorms equally, a larger proportion of women are rejected. “Girls are the new boys.” Source: The Daily Mail, , “Why today?s women want a girl” New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey, about Mary Pipher?s bestselling book, Reviving Ophelia. … The girls? reaction to Ophelia was one of confusion. They disagreed with the book?s premise—that girls are robbed of vitality and selfesteem as they enter adolescence. According to Pipher, our sexist society causes girls ?to stifle their creative spirit and natural impulses, which ultimately destroys their selfesteem.? ?Who are the girls in this book?? asked Sarah, a Greenfield sophomore. ?I mean, I feel sorry for them, but they?re pretty much losers. We?re not at all like them.? From what I could see, she was right. The girls I met were vital. They appeared more confident than many of the boys. They had not ?lost their voice.? … They neither feared petition from boys nor the consequences of outperforming them.” —Dan Kindlon, Alpha Girls “Women are the majority market” —Fara Warner/The Power of the Purse ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% . (major “home projects”) … 80% Consumer Electronics … 51% (66% home puters) Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans/biz starts … 70% Health Care … 80% NOTE: % of purchases made by women or in which women had the determining role in selection. ???? Riding Lawnmowers NOTE: A fellow (major retailer) attended two seminars of mine. Based on my harping on the “women’s thing” he’d done some market research—and discovered and reported to me that women accounted for 80% of his highmargin riding lawnmower sales. Women?s Commercial Purchasing Power Purchasing mgrs. amp。 Sales growth, 4X.) Source: Marti Barletta, PrimeTime Women (2022) NOTE: In the case of Home Improvement, Lowe’s figured this out long before Home Depot—and it made an enormous difference. 91% women: “ADVERTISERS DON?T UNDERSTAND US.” (58% “ANNOYED.”) Source: Greenfield Online for Arnold?s Women?s Insight Team (Martha Barletta, Marketing to Women) USA/: Short ’n (Very) Sweet 50% of stock ownership, $13T total wealth (2X in 15 years) $7T consumer amp。 Japan GDP)。 = ed amp。 50% primary users of electronic equipment 50% biz trips WimBiz: Employees F500。 equal if education, social status, etc are equal 60% work。 head 40% of households with $600K assets。 today, 46yearold single working woman. Commercial: 51% purchasing managers are women. Women make 80% consumer purchases。 purchase 57% of consumer electronics。 purchase 50% of cars (primary influence 80%). Source: Don’t Think Pink: What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market, Lisa Johnson amp。 CEO, The TrendSight Group T r e n d S i g h t ? Powered by Microsoft Office174。 and if she brought a male friend with her, odds are 10:1 that the clueless salesperson spent most of his time speaking to him .” —Selling to Men, Selling to Women, Jeffery Tobias Halter “Women don?t buy brands. They join them.” EVEolution Selling to men: The TRANSACTION Model Selling to Women: The RELATIONAL Model Source: Selling to Men, Selling to Women, Jeffery Tobias Halter Editorial/Men: Tables, rankings.* Editorial/Women: Narratives that cohere.* *EditorinChief, Redwood Publications (UK) Women39。 assertive。 pushy。 i