not. Yet. Done.

women. BOOMERS. GEEZERS.

women. BOOMERS. GEEZERS.

What the hell do I have to do to make my point? Tom Peters/10.10.2006

The Copenhagen (Self) Pact re “This Topic”:. Early. Loud. Repetitive The Copenhagen (Self) Pact re “This Topic”: *Early! *Loud! *Repetitive! *Aggressive! *Unfriendly!/rude!/ insulting!

women.

Women’s Trifecta+. Buy. Wealth Women’s Trifecta+ *Buy *Wealth *Lead +ECLIPSE OF MALES (Old/Retire; Young/Poorly educated)

Women’s Trifecta+. Buy/all. Wealth/all Women’s Trifecta+ *Buy/all *Wealth/all *Lead/ better +Eclipse of males/whoops (Retire-old/Poorly educated-young)

1. Women’s CONSUMER GOODS purchases. 2 1. Women’s CONSUMER GOODS purchases. 2. Women’s COMMERCIAL GOODS purchases. 3. WOMEN ARE THE MARKET. Not an “initiative.” 4. Women-owned BUSINESSES (absolute #s, acceleration, relative growth). 5. Women’s “brand” of LEADERSHIP SKILLS. 6. Women’s DRAMATICALLY INCREASING-commanding WEALTH—absolute, relative. (Jobs. Longevity. Education. Entrepreneurial. Decline of BOYS. Retirement of MEN/Senior MEN.) 7. DEMOGRAPHIC TSUNAMI. WOMEN. Women as solo HEADs-OF-HOUSEHOLD. THE WOMaN- BOOMER-GEEZER. LOoooNG-TERM PHENOMENON. Global phenomenon. 8. SPEED of “change.” mother of all “megatrends.”

1. Participation rate/2 of 3 new jobs, last 30 years. 2 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.

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 they’re doing their share (helping, sure, but the buck stops with her); busy, busy, busy—think Jim’s 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 didn’t take it seriously” —German bank exec, Bonn, F This 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

Boomers. geezers.

Boomers’-Geezers’ Trifecta *Buy/all *Wealth/all *time left/ lots

Boomers’-Geezers’-Womens’ Trifecta+. Buy/all. Wealth/all Boomers’-Geezers’-Womens’ Trifecta+ *Buy/all *Wealth/all *time left/ lots *Eclipse of males/retire-die

not. Yet. Done.

Just Say “No” (!): Launch an “Initiative.”

Objections Don’t believe the DATA Don’t believe the ENORMITY of the opportunity Don’t believe the UBIQUITY of the opportunity Think they “GET IT” See it as an “Initiative” Flies in the face of CONVENTIONAL MARKETING WISDOM Don’t see it as … THE ESSENCE OF STRATEGIC POSITIONING Fail to understand-TAKE FULL ADVANTAGE “Everything must be changed” (It’s a “Culture” issue) Look at it analytically; miss the need for OBSESSION Subconsciously threatened!!?? Occasion to make JOKES

You either believe “all this. ” Or don’t You either believe “all this.” Or don’t.* *No middle ground at the level of Extreme Commitment I’m suggesting

Don’t “get it” = Stupid* *and you are not stupid

E-nor-mous Strat-eg-ic opp-or-tun-ity

Amazon Reviewer: “‘Trends’ [TP-MB book] is old news Amazon Reviewer: “‘Trends’ [TP-MB book] is old news!” (1 of 5 stars) TP: “Repeating it doesn’t make it ‘old.’ It ain’t old if it hasn’t been implemented!”