The Athena Doctrine
The Athena Doctrine: How Women (and the Men Who Think Like Them) Will Rule the Future
How feminine values can solve our toughest problems and build a more prosperous future
Among 64,000 people surveyed in thirteen nations, two thirds feel the world would be a better place if men thought more like women. This marks a global trend away from the winner-takes-all, masculine approach to getting things done. Drawing from interviews at innovative organizations in eighteen nations and at Fortune 500 boardrooms, the authors reveal how men and women alike are recognizing significant value in traits commonly associated with women, such as nurturing, cooperation, communication, and sharing. The Athena Doctrine shows why femininity is the operating system of 21st century prosperity.
• Advocates a new way to solve today's toughest problems in business, education, government, and more
• Based on a landmark survey and results from Young & Rubicam's respected Brand Asset Valuator's global survey, as well as on-the-ground interviews in 18 countries
• From acclaimed social theorist, consumer expert, and bestselling author, John Gerzema, and award-winning author, Michael D'Antonio
Brought to life through real world examples and backed by rigorous data, The Athena Doctrine shows how feminine traits are ascending—and bringing success to people and organizations around the world. By nurturing, listening, collaborating and sharing, women and men are solving problems, finding profits, and redefining success in every realm.
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Many companies that produce goods and services for consumers face a seriousdilemma — quite apart from the effects of the current global economic downturn. For at least the past five years, the tried-and-true formulas to boost the sales and marketshares of brands have been becoming increasingly irrelevant and have been losingtraction with consumers. Globally, the aggregate value of brands to consumers hasbeen falling steadily, and this decline began well before the recent slump in stock prices.