Reviewed by Rama Gaind.
By RJ Brideson, Wiley, $27.95.
How do you tap into the modern female market and reap its numerous financial benefits? Blind Spots shows you exactly how to do this – before your competitors do.
Smashing some barriers, this is for forward-thinking business leaders who are tired of talking and ready for resolution.
Australia’s definitive marketing-to-women authority and gender intelligence expert, Brideson realises that women’s impact on the bottom line is becoming irrefutable. However, the grey areas around gender hold us back. Change is ‘moving glacially thanks to tokenistic brand efforts and homogenous, risk-averse corporate reasoning’.
Women do 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.
Blind Spots provides the framework and critical shift in perspective for making it in the new economy of women. It’s a practical framework for future-focused businesses who are done debating gender, and ready for profit and action.
Outlined is a way forward for companies who want to get early-mover advantage on this new $28 trillion economy. It’s said this powerful market has remained untouched, disregarded and underserved despite the fact it is more economically powerful than India and China together – twice over and continues to rise.
Brideson shows you how to bridge the gap between gender nuance and commercial gain, leverage authentic insights into a long-term, loyal relationship and single out a competitive advantage in a volatile, slow-growth market.
In the search for advantage, if you’re ready to take the sort of bold, decisive action that cements market leaders and visionaries, then this book is for you.
