not.%20Yet.%20Done.%20Tom%20peters/10.13.2006

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not. Yet. Done.Tom peters/10.13.2006
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not.Yet.Done.
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women.BOOMERS.GEEZERS.
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women.BOOMERS.GEEZERS.
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Amazon Reviewer Trends TP-MB book is old
news! (1 of 5 stars)TP Repeating it doesnt
make it old. It aint old if it hasnt been
implemented!
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What the hell do I have to do to make my
point?Tom Peters/10.10.2006
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The Copenhagen (Self) Pact re This
TopicEarly!Loud!Repetitive!Aggressive!
Unfriendly!/rude!/ insulting!
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women.
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Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
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Womens TrifectaBuy WealthLead
ECLIPSE OF MALES (Old/Retire Young/Poorly
educated)
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Womens TrifectaBuy/all Wealth/all Lead/
better Eclipse of males/whoops
(Retire-old/Poorly educated-young)
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1. Womens CONSUMER GOODS purchases. 2.
Womens COMMERCIAL GOODS purchases.3. WOMEN
ARE THE MARKET. Not an initiative. 4.
Women-owned BUSINESSES (absolute s,
acceleration, relative growth).5. Womens
brand of LEADERSHIP SKILLS.6. womens
strengths match needs of the new
value-added ladder.7. Womens DRAMATICALLY
INCREASING-commanding WEALTHabsolute,
relative. (Jobs. Longevity. Education.
Entrepreneurial. Decline of BOYS. Retirement of
MEN/Senior MEN.) 8. DEMOGRAPHIC TSUNAMI.
WOMEN. Women as solo HEADs-OF-HOUSEHOLD.
THE WOMaN- BOOMER-GEEZER. LOoooNG-TERM
PHENOMENON. Global phenomenon.9. SPEED of
change. mother of all megatrends.
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1. Participation rate/2 of 3 new jobs,
last 30 years.2. Male workforce
departures/SENIOR male workforce
departures.3. Shrinking pay gap/same jobs.4.
More senior positions. Greater decision-
making/expenditure/org design authority. More
line jobs.5. Female solo head-of-household
growing.6. Longevity.7. Education.8. More
effective money management.
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Not. Yet. Done.Loyalty programs M F
Difference Yawning gap (173 degrees)Forced
to do it e.g., a division aimed at Boomer Women
Exclusively. Just say no to trickle up Why
have the 5 chase the 95?)Men think theyre
doing their share (helping, sure, but the buck
stops with her) busy, busy, busythink Jims
Group)New forms of living together, playing
together as aging proceeds (commune, Beacon
Hill Assn, telemedicine, etc, etc, etc.)Grab
em early keep em Total Unmitigated Crap
(TP 100 brand switch. 100.)They didnt take
it seriously German bank exec, Bonn, FThis is
not a ing program. This is NEW Life 101.
This is Soooo Big it Staggers the Imagination.
(Will be paramount trend for 20 years.)The
Copenhagen Pact
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Boomers. geezers.
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Boomers-Geezers TrifectaBuy/all
Wealth/all time left/ lots
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Boomers-Geezers-Womens TrifectaBuy/all
Wealth/all time left/ lots
Eclipse of males/retire-die
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not.Yet.Done.
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Just Say No (!)Launch an Initiative.
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ObjectionsDont believe the DATADont believe
the ENORMITY of the opportunityDont believe
the UBIQUITY of the opportunityThink they GET
ITSee it as an InitiativeFlies in the face
of CONVENTIONAL MARKETING WISDOMDont see it as
THE ESSENCE OF STRATEGIC POSITIONINGFail to
understand-TAKE FULL ADVANTAGE Everything must
be changed (Its a Culture issue)Look at it
analytically miss the need for
OBSESSIONSubconsciously threatened!!??Occasion
to make JOKES
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You either believe all this. Or dont.
No middle ground at the level of Extreme
Commitment Im suggesting
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Dont get it Stupidand you are not
stupid
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E-nor-mous Strat-eg-ic opp-or-tun-ity
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Tom PetersEXCELLENCE. ALWAYS.XAlways.LONG
.1292.03October2006
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VALUE ADDED 4
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EXCELLENCE.NEW MARKETS.ENORMOUS.
OPPORTUNITIES.
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EXCELLENCE. OPPORTUNITY.ENORMOUS.WOMEN.
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Idiot is too kind a word.
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Thats a very diverse team. Patrick Cescau,
CEO, Unilever 1 of 14 Board of Directors
members is a woman (not an exec) 2 of 7 Exec
Team members are Indians. (Source FT/24-25
June.) Approximately 85 of Unilevers
products are purchased by women.
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Thats a VERY diverse team. Patrick
Cescau, CEO, Unilever 1 of 14 Board of
Directors members is a woman (not an exec) 2 of
7 Exec Team members are Indians. (Source
FT/24-25 June.) Approximately 85 of Unilevers
products are purchased by women.
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Thats a VERY sick man. Tom Peters
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Idiots is too kind a word.
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????????Weenie of the year, 2006
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????????6/44
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PG
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EXCELLENCE. FOUND.DUH.
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To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
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EXCELLENCE. AARGH.
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2005
40
Good Thinking, Guys!Kodak Sharpens Digital
Focus On Its Best Customers Women Page 1
Headline/WSJ/0705
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EXCELLENCE. OPPORTUNITY.ENORMOUS.WOMEN.
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Just Say No. Men
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Women are the majority market Fara
Warner/The Power of the Purse
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?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91D.I.Y. (major home
projects) 80Consumer Electronics 51 (66
home computers) Cars 68 (90)All consumer
purchases 83 Bank Account 89Household
investment decisions 67Small business
loans/biz starts 70Health Care 80
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WomenHousehold
spending 80Investment decisions 53Home
improvement purchase decisions 80New cars
60Computers 60Managers and professionals,
overall 51New businesses started 70
(Women-owned businesses as a share of all
new businesses Employee growth, 3X Sales
growth, 4X.)Source Marti Barletta, PrimeTime
Women (2007)
46
USA/F.Stats Short n (Very) Sweetgt50 of stock
ownership, 13T total wealth (2X in 15
years)gt7T consumer biz spending (gt50 GDP gt
Japan GDP) gt80 consumer spdg (Consumer 70
all spdg) 57 BA degrees (2002) ed social
strata, no wage gap60 Internet users gt50
primary users of electronic equipmentgt50 biz
tripsWimBiz Employees gt F500 10M 33 all US
BizPay from 62 in 1980 to 80 today equal if
education, social status, etc are equal60
work 46M (divorced, widowed, never
married)Source Fara Warner, The Power of the
Purse
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Women gt 50 of Household Income in gt50 of
households. In 48 of the 55 of
households/married couples, women provide gt50 of
income. 27 of households are headed by a
single female. 75 of married female execs with
the rank of VP or above out earn their spouse.
Women control 51 of private wealth in the U.S.
head 40 of households with gt600K assets 47 of
market investors are women.Major Credit Union
pre Y2K, modal customer was 53-year-old family
man today, 46-year-old single working
woman.Commercial 51 purchasing managers are
women.Women make gt80 consumer purchases
businesswomen make gt90 of household purchasing
decisions. Women 70 of travel decisions
purchase 57 of consumer electronics write 80
of personal checks purchase gt50 of cars
(primary influence gt80). Source Dont Think
Pink What Really Makes Women Buyand How to
Increase Your Share of This Crucial Market, Lisa
Johnson Andrea Learned
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1970-1998Mens median income 0.6Womens
median income 63Source Martha Barletta,
Marketing to Women
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Commercial Purchasing PowerPurchasing mgrs.
agents 51HR gtgt50Admin officers
gt50Source Martha Barletta, Marketing to Women
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91 women ADVERTISERS DONT UNDERSTAND US.
(58 ANNOYED.)Source Greenfield Online for
Arnolds Womens Insight Team (Martha Barletta,
Marketing to Women)
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The most significant variable in every sales
situation is the gender of the buyer, and more
importantly, how the salesperson communicates to
the buyers gender. Jeffery Tobias Halter,
Selling to Men, Selling to Women
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Thanks, Marti Barletta!
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The Perfect Answer
Jill and Jack buy slacks in black
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(No Transcript)
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She knows more about the Volvo than the
salesman who greets her at the door. But how is
she treated? As if she has a low IQ , is slightly
hard of hearing , and really has no right to be
buying a luxury car and if she brought a male
friend with her, odds are 101 that the clueless
salesperson spent most of his time speaking to
him . Selling to Men, Selling to Women, Jeffery
Tobias Halter
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EVEolution The Eight Truths of Marketing to
WomenFaith Popcorn Lys Marigold
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EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
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The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
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Week 8 testosterone time!Louann Brizendine,
Neuropsychiatrist, The Female Brain. Week
8/Testosterone surge kills communication
cells grows sex aggression cells. Also/E.g.
10X to 20X, F eye contact/look for emotional
signals by 3 months. Later F, more sentences
that begin with Lets more likely to take
turns
60
Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information, establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings. Judy Rosener, Americas
Competitive Secret
61
Women dont buy brands. They join
them.EVEolution
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Selling to men The TRANSACTION ModelSelling to
Women The RELATIONAL ModelSource Selling
to Men, Selling to Women, Jeffery Tobias Halter
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Editorial/Men Tables, rankings.Editorial/Women
Narratives that cohere.Redwood (UK)
64
Purchasing PatternsWomen Harder to convince
more loyal once convinced.Men Snap decision
fickle.Source Martha Barletta, Marketing to
Women
65
The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
66
Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information, establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings. Judy Rosener, Americas
Competitive Secret
67
A woman can effortlessly speak 6,000 to 8,000
words a day, use an additional 2,000-3,000 vocal
sounds and 8,000-10,000 gestures and body
signals. A man utters 2,000-4,00 words,
1,000-2,000 vocal sounds and makes 2,000-3,000
body language signals. In other words, women
communicate three times more than men. Barbara
and Allan Pease (from Selling to Men, Selling to
Women, Jeffery Tobias Halter)
68
2.6 vs. 21
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Women come out better on almost every count as
investors They are less likely to hold a losing
investment too long, and less likely to wait too
long to sell a winner theyre also less likely
to put too much money into a single investment or
to buy a reputedly hot stock without doing
sufficient research. Source The Merrill
report When It Comes to Investing, Gender A
Strong Influence on Behavior./Atlantic
70
1. Men and women are different.2. Very
different.3. VERY, VERY DIFFERENT.4. Women
Men have a-b-s-o-l-u-t-e-l-y nothing in
common.5. Women buy lotsa stuff.6. WOMEN BUY
A-L-L THE STUFF.7. Womens Market Opportunity
No. 1.8. Men are (STILL) in charge.9. MEN ARE
TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.
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10. Womens Market Opportunity No. 1.
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P-l-e-a-s-e Read Fara Warner The Power of the
Purse
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Cases! Cases! Cases!McDonalds
(mom-centered to majority consumer not via
kids)Home Depot (Do it everything!
Herself)PG (more than house cleaner)
DeBeers (right-hand rings/4B)AXA
FinancialKodak (women emotional centers of
the household)Nike (gt jock endorsements new
def sports majority consumer)AvonBratz (young
girls want friends, not a blond
stereotype)Source Fara Warner/The Power of the
Purse
74
To help revive the companys sales and profits,
McDonalds shifted its strategy toward women from
one of minority consumers who served as a
conduit to the important childrens market to one
in which women are the majority consumers and the
main drivers behind menu and promotion
innovation. Fara Warner, The Power of the Purse
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Faith, Lys, Marti, Fara Targeting the New
Professional Woman How to Market and Sell to
Todays 57 Million Working Women Gerry Myers
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Goldman Sachs in Tokyo has developed an index of
115 companies poised to benefit from womens
increased purchasing power over the past decade
the value of shares in Goldmans basket has risen
by 96, against the Tokyo stockmarkets rise of
13. Economist, April 15
77
EXCELLENCE. OPPORTUNITY.WOMEN BUSINESS
OWNERS.
78
10.6
79
The growth and success of women-owned businesses
is one of the most profound changes taking place
in the business world today. Margaret
Heffernan, How She Does It
80
U.S. firms owned or controlled by Women 10.6
million (48 of all firms) Growth rate of
Women-owned firms vs all firms 3X Rate of jobs
created by Women-owned firms vs all firms
2X Ratio of total payroll of Women-owned firms
vs total for Fortune500 firms gt1.0 Ratio of
likelihood of Women-owned firms staying in
business vs all firms gt1.0 Growth rate of
Women-owned companies with revenues of
gt1,000,000 and gt100 employees vs all firms 2X
Source Margaret Heffernan, How She Does It
81
94 of loans to womenMicrolending
Banker to the poor Grameen Bank Muhammad
Yunus 2006 Nobel Peace Prize winner
82
WOMEN. DOMINATE. ECONOMIC. GROWTH.
83
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
84
Economic Growth Is Driven by Women.
Headline, Economist, April 15, 2006, Leader,
page 14
85
Since 1970, women have held two out of every
three new jobs created. FT, 10.03.2006
86
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline. Even
today in the modern, developed world, surveys
show that parents still prefer to have a boy
rather than a girl. One longstanding reason boys
have been seen as a greater blessing has been
that they are expected to become better economic
providers for their parents old age. Yet it is
time for parents to think again. Girls may now be
a better investment. Girls get better grades in
school than boys, and in most developed countries
more women than men go to university. Women will
thus be better equipped for the new jobs of the
21st century, in which brains count a lot more
than brawn. And women are more likely to
provide sound advice on investing their parents
neste.g. surveys show that women consistently
achieve higher financial returns than men do.
Furthermore, the increase in female employment in
the rich world has been the main driving force of
growth in the last couple of decades. Those women
have contributed more to global GDP growth than
have either new technology or the new giants,
India and China. Source Economist, April 15,
Leader, page 14
87
Continuing on page 73 A Guide to Womenomics
The Future of the World Economy Lies Increasingly
in Female Hands. (Headline.) More stats Around
the globe since 1980, women have filled two new
jobs for everyone taken by a man. Women are
becoming more important in the global marketplace
not just as workers, but also as consumers,
entrepreneurs, managers and investors. Re
consumption, Goldman Sachs in Tokyo has developed
an index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. A couple of final assertions (1)
It is now agreed that the single best
investment that can be made in the developing
world is educating girls. (2) Also,
surprisingly, nations with the highest female
laborforce participation rates, such as Sweden
and the U.S., have the highest fertility rates
and those with the lowest participation rates,
such as Italy and Germany, have the lowest
fertility rates. Source Economist, April 15,
page 73
88
Q No. 1 contributor to developing country
economic improvement?A More education
for women.Source Many (On a related note,
eBay founder Pierre Omidyar and his wife just
gave 100M to Tuftsits biggest gift everto
support micro-lending women typically arethe
recipients of 90 of micro-loans because they
usethe more productively than men.)
89
Repeat Goldman Sachs in Tokyo has developed an
index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. Economist, April 15
90
Impact! Add It Up!Primary
markets/Everything (Men buy things that other
men will buy for women. I buy things that women
want.successful jeweler/F. Women are the
majority market Fara Warner/The Power of the
Purse. Women as Purchasing Officers, CIOs,
etc.)Greater global workforce participation rate
(bigger contributor to GDP growth than
technology, China, IndiaEconomist)Higher wages
(more seniority, promotionseven if not to CEO
greater pay equityeven if not equal)Business
decision makers (more seniority,
promotionseven if not to CEO)Women-owned
businesses (answer to the Glass Ceiling10.6M in
USA recipients of micro-lendingdeveloping
world)
91
10 UNASSAILABLE REASONS WOMEN
RULE Women make all the financial
decisions.Women control all the wealth. Women
substantially outlive men. Women start most of
the new businesses. Womens work force
participation rates have soared
worldwide. Women are closing in on same pay for
same job. Women are penetrating senior
ranks rapidly even if the pace is slow for
the corner office per se. Womens
leadership strengths are exceptionally well
aligned with new organizational effectiveness
value-added imperatives. Women are better
salespersons than men. Women buy almost
everythingcommercial as well as consumer
goods. So what exactly is the point of men?
92
One thing is certain Womens rise to power,
which is linked to the increase in wealth per
capita, is happening in all domains and at all
levels of society. Women are no longer content to
provide efficient labor or to be consumers with
rising budgets and more autonomy to spend.
This is just the beginning. The phenomenon will
only grow as girls prove to be more successful
than boys in the school system. For a number of
observers, we have already entered the age of
womenomics, the economy as thought out and
practiced by a woman. Aude Zieseniss de Thuin,
Financial Times, 10.03.2006
93
COROLLARY. EXCELLENCE. WOMEN.RULE.
94
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measure TITLE/ Special
Report/ BusinessWeek
95
Womens Strengths Match New Economy Imperatives
Link rather than rank workers favor
interactive-collaborative leadership style
empowerment beats top-down decision making
sustain fruitful collaborations comfortable with
sharing information see redistribution of power
as victory, not surrender favor
multi-dimensional feedback value technical
interpersonal skills, individual group
contributions equally readily accept ambiguity
honor intuition as well as pure rationality
inherently flexible appreciate cultural
diversity. Judy B. Rosener, Americas
Competitive Secret Women Managers
96
Womens Negotiating
StrengthsAbility to put themselves in their
counterparties shoesComprehensive, attentive
and detailed communication styleEmpathy that
facilitates trust-buildingCurious and attentive
listeningLess competitive attitudeStrong
sense of fairness and ability to
persuadeProactive risk managerCollaborative
decision-makingSource Horacio Falcao, Cover
story/May 2006, World Business, Say It Like a
Woman Why the 21st-century negotiator will need
the female touch
97
New (4 of 7) Value-added Ladder Plays to
Womens Inherent Strengths! Lovemark/F Dreams
Come True/F Spellbinding Experiences/FGamechangi
ng Solutions/FServices/FGoods/MRaw Materials/M
98
TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch
with others?Source Selling Is a Womans Game
15 Powerful Reasons Why Women Can Outsell Men,
Nicki Joy Susan Kane-Benson
99
The Core Argument Women Ought to Rule!1.
We are in a War for Talent.2. The war will
intensify.3. There is a severe shortage of
effective leaders at all levels.4. Women are
under-represented in our leadership ranks at
or near the top.5. Women and men are different
new science reinforces this view.6.
Womens strengths match the New Economys
leadership needsto a striking degree.7. Women
are also the principal purchasers of goods
and servicesretail and commercial.8. Ergo,
women are a large part of the answer to
the War for Talent/leadership shortage
issue/opportunity.
100
EXCELLENCE. OPPORTUNITY.ENORMOUS.BOOMERS.GEEZ
ERS.
101
Idiots is too kind a word.
102
Stupid Fring Idiot-Marketers!Critics
describe evening news in unflattering terms
Theyre old! Theyre set in their ways! They
wont buy iPods!Source Advertising Age,
05.08.06
103
??????????????????????????Gen Y Sits on Top of
Consumer Food Chain Theyre savvy shopper with
money and influence Headline, USA Today,
1012.06
104
Just Say No. 18-44
105
Subject Marketers StupidityIts 18-44,
stupid!
106
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
107
One particularly puzzling category of
youth-obsession is the highly coveted target of
men 18-34, and its always referred to as highly
coveted category. Marketers have been distracted
by men age 18-34 because they are getting harder
to reach. So what? Who wants to reach them?
Beyond fast food and beer, they dont buy much of
anything. The theory is that if you get them
while theyre young, theyre yours for life.
What nonsense! Marti Barletta, PrimeTime Women
108
2000-2010 Stats18-44 -155 21(55-64
47)
109
BoomerBucks!Boomer turns 50 every 7 seconds.
2009 majority of U.S. households headed by
someone over 50. 2006-2016 U.S. population up
22.9 million 22.1 million in over-50 group.
2006 1 in 5 adults is F, over 50. Women
between 50-70 who are single 35. Age 45-54
highest average income, 59, 021 (national
average is 42,209). FASTEST GROWING INCOME
CATEGORY WOMEN, 55-64 (4X men in same category).
Women, age 60-64 50 still in workforce.
Highest net worth families, 55-64 (182,000).
People over 50 70 to 79 of all financial
assets 80 of all savings accounts 62 of all
large Wall Street asset accounts 66 of
invested in the stock market. Age 50 29 of
population, 40 of total consumer spending, 50
of discretionary spending. Next 2 decades
BOOMERS WILL INHERIT 14 TRILLION-25 TRILLION
(largest intergenerational transfer of wealth in
history). Marti Barletta, PrimeTime Women
110
55-64 vs 25-34 E.g. New cars trucks 20
more spending. Meals at full-service restaurants
29. Airfare 38. Sports equipment 58.
Motorized recreational vehicles 103. Wine
113. Maintenance, repairs and home insurance
127. Vacation homes 258. Housekeeping
yard services 250 to 500. SourceMarti
Barletta, PrimeTime Women
111
Average of cars purchased per household,
lifetime 13Average of cars bought per
household after the head of household reaches
age 50 7Source Marti Barletta, PrimeTime Women
112
507T wealth (70)/ 2T annual income50 all
discretionary spending79 own homes40M credit
card users41 new cars/48 luxury cars610B
healthcare spending/74 prescription drugs5
of advertising targetsKen Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
113
Fifty-four years of age has been the highest
cutoff point for any marketing initiative Ive
ever been involved in. Which is pretty weird when
you consider age 50 is right about when people
who have worked all their lives start to have
some money to spend. Marti Barletta, PrimeTime
Women
114
Median Household Net Worthlt35 7K35-44
44K45-54 83K55-64 112K65-69 114K70-74
120Kgt74 100KSource U.S. Census
115
44-65 New Customer Majority 45 larger
than 18-43 60 larger by 2010Source Ageless
Marketing, David Wolfe Robert Snyder
116
The New Customer Majority is the only adult
market with realistic prospects for significant
sales growth in dozens of product lines for
thousands of companies. David Wolfe Robert
Snyder, Ageless Marketing
117
Marketers attempts at reaching those over 50
have been miserably unsuccessful. No markets
motivations and needs are so poorly understood.
Peter Francese, founding publisher, American
Demographics
118
Possession Experiences /Desires for
things/Young adulthood/to 38Catered
Experiences/ Desires to be served by
others/Middle adulthoodBeing
Experiences/Desires for transcending
experiences/Late adulthoodSource David Wolfe
and Robert Ageless Marketing
119
Older people have an image problem. As a
culture, were conditioned toward youth. When
we think of youth, we think energetic and
colorful when we think of middle age or
mature, we think tired and washed out. and
when we think of old or senior, we think
either exhausted and gray or, more likely, we
just dont think. The financial numbers are
absolutely inarguablethe Mature Market has the
money. Yet advertisers remain astonishingly
indifferent to them. Marti Barletta,
PrimeTime Women
120
Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
121
WOMAN of the Year Shes the most powerful
consumer in America. And as she starts to turn
sixty this month, the affluent baby boomer is
doing what shes always doneredefining herself.
Joan Hamilton, Town Country, JAN06
122
Sixty Is the New Thirty Cover/AARP
123
Age Power will rule the 21st century, and we
are woefully unprepared.Ken Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
124
Road Signs of the Times Creating an
easier-to-read typeface for aging drivers The
New York Times
125
BONUS.EXCELLENCE. OPPORTUNITY.ENORMOUS.SINGLE
-PERSON HOUSEHOLDS.
126
Fastest growing demographic Single-person
Households (gt50 in London, Stockholm,
etc)Source Richard Scase
127
of homes purchased by single women 1981,
102005, 20 of homes purchased by single
men 1981, 10 2005, 9Source USA
Today/02.15.06
128
Women PURCHASERS.Women business owners.WOMEN
WEALTH CONTROLLERS.WELL-PAID WOMEN
WORKERS.WOMEN LEADERS.Boomer-Geezer
PURCHASERS.BOOMER-GEEZER WEALTH
CONTROLLERS.Single-person HHs (Urban)
129
BONUS.EXCELLENCE. OPPORTUNITY.ENORMOUS.GENERI
C DEMOGRAPHIC TSUNAMI. (UNPRECEDENTED IN
HISTORY.)
130
Demographic Upheaval!1/1/2008 60 of the Prime
Work Force (boomers), mostly white males, will
be able to retireat a rate of 10,000 per
day.As of 2005 75 of people entering the
workforce are women and minorities. As of 2008,
they will flood the management ranks as the
PWF retires.Programs for recruiting women and
minorities with the necessary intensity mostly
AWOL. Selling to Men, Selling to Women, Jeffery
Tobias Halter
131
not.Yet.Done.
132
What the hell do I have to do to make my
point?Tom Peters
133
The Copenhagen (Self) Pact re This
TopicEarly!Loud!Repetitive!Aggressive!
Unfriendly!/rude!/ insulting!
134
Womens TrifectaBuy/all Wealth/all Lead/
better Eclipse of males/whoops
(Retire-old/Poorly educated-young)
135
Boomers-Geezers TrifectaBuy/all
Wealth/all time left/ lots
136
Boomers-Geezers-Womens TrifectaBuy/all
Wealth/all time left/ lots
Eclipse of males/retire-die
137
Just Say No (!)Launch an Initiative.
138
You either believe all this. Or dont.
No middle ground at the level of Extreme
Commitment Im suggesting
139
Dont get it Stupidand you are not
stupid
140
E-nor-mous Strat-eg-ic opp-or-tun-ity
141
Amazon Reviewer Trends TP-MB book is old
news! (1 of 5 stars)TP Repeating it doesnt
make it old. It aint old if it hasnt been
implemented!
142
EXCELLE ALWAYS.