Breaking Rules and Defying Convention
Business women have always had the ability and the knowledge to
evolve as market leaders and rule breakers but now they have the
mass behind them to power the long awaited changes.
"Imitators are never as good as that which they imitate"
according to Keith Reinhard, the Chairman of DDB Worldwide who
has recently been named among the top 100 industry influentials
by Advertising Age. He was referring to the creative potential
in the Middle East at the time and basically saying; don't copy
the rest of the world. "In emerging markets there is a
temptation to copy London or New York. That is dangerous. You
need to evolve your own culture and your own values. Only then
can you be at the top of your game," he says.
His statements got me thinking about other things such as
website creativity (or lack of), business structures, the
advertising industry, communication models and more importantly,
women who try and compete with men and then wonder why they
never really succeed. If we think of women as an "emerging
market" and according to Jupiter Research there are more women
online today than men, then what a golden opportunity for women
to do things their way, to "evolve their own culture", to stop
copying the existing male models of how to do business.
Let us reflect on some amazing internet statistics recently
released by Jupiter; US women over 40 are devoting more time
online per week than running errands, eating or preparing meals,
relaxing, or spending time with friends. Their internet time
outweighs watching TV, listening to the radio and other media
activities.
Then there are the Baby Boomers (technically, those whose age
was 40-58 in 2004); they
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make up the largest generational
demographic today. And Boomer women not only outnumber men but
also influence as much as 80% of household decisions, from food
and finance to travel and technology. They spend more than $55
billion on consumer electronics annually in the US alone, out of
a $96 billion total. Yet they are largely ignored.
Let's face it guys, Baby Boomer women are the greatest market
opportunity today. And gals, with this market strength, women
really can demand major changes in the advertising industry;
they can create their own business styles and permanently alter
the way things have been done in the past. But there is a catch,
according to Keith Reinhard. He believes that worldwide, most
people have not understood the transformation power of
creativity, where you can, with one idea, get the whole world
talking about your brand. In other words, you have to break some
rules and defy convention.
If we were to follow his advice, then we must develop our own
style rather than imitate the previous models. We must be
prepared to step totally out of the box and not have one foot on
either side just in case it gets a bit scary out there. We must
be prepared to break some rules and defy convention, to 'look
foolish' every now and then and to make mistakes. Most
importantly, we must start doing things our way; we have the
power, we certainly have the ability and now we know we have the
mass behind us.
About the author:
Penny Archer is a Director of SmartDames FZ LLC, an
international List Broker based in Dubai Media City, Dubai.
Other articles that she has written can be found at
www.smartdames.com or www.listownerlimbo.com
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