Thursday, September 23, 2010
What Women Want by Paco Underhill
Underhill covers a great deal of ground in this book, from how hotels should be treating women, the changes in bathrooms and workout spaces to the dominance of women in social networking. He has an easy, accessible writing style. With this book, it's essential to read the introduction, where he explains why he's writing this book. Traveling around the world, he sees "The expanded cultural, social, and economic influence of women." And, in every speech he delivers, he says, "We live in a world that is owned by men, designed by men, and managed by men - and yet we expect women to be active participants in it."
Underhill believes those businesses that flourish will recognize the importance of women in the marketplace. As our recent economic problems have shown, women have kept their jobs, while more men have lost theirs in this recession. According to Underhill, "Approximately 70 percent of all American females work outside the home. Women control not just a percentage of active income in the world - i.e., money they take home from their jobs - but a large percentage of passive income, meaning family money, or money they've inherited." We dominate higher education; we're studying in the sciences. We've changed the way people shop for groceries with the organic movement.
What Women Want: The Global Market Turns Female Friendly by Paco Underhill. Simon & Schuster, ©2010. ISBN 9781416569954 (hardcover), 214p.
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