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Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market |  | Authors: Michael J. Silverstein, Kate Sayre, John Butman
Publisher: HarperBusiness
Category: Book
List Price: $27.99
Buy Used: $7.46
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Seller: noah74
Rating:  13 reviews
Sales Rank: 64314
Media: Hardcover
Edition: First Edition, First Printing.
Pages: 336
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9 x 6.3 x 1.3
ISBN: 0061776416
Dewey Decimal Number: 658.8343082
EAN: 9780061776410
ASIN: 0061776416
Publication Date: September 1, 2009
Availability: Usually ships in 1-2 business days
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Product Description
In our current economic crisis, companies everywhere will begin reexamining their strategies for finding new ways to target customers. With women responsible for 64% of household spending and accounting for an astonishing $12 trillion per year, companies that ignore them do so at their peril. WHAT WOMEN WANT is a timely book based on the findings of a groundbreaking study (The Boston Consulting Group′s Global Inquiry into Women and Consumerism, which polled 12,000 women in 21 countries) that gets to the heart of women′s deepest desires, frustrations, and goals. The authors describe how this "invisible market" has grown in size, influence, and buying power, and they reveal the countless opportunities for companies who understand that meeting women′s needs is the key to repowering our crrent economy. WHAT WOMEN WANT offers companies real strategies for growing their global markets by finding innovative ways to appeal to women′s needs and concerns through the results of their well-timed study. Business people should take note of the book′s many revelations. Among them: Demands on time were cited as the number one challenge by 47 percent of our respondents. 48 percent said managing household finances was the top challenge. The predominant sources of arguments between the respondent and her spouse or partner were: - Money, 19 percent - Chores, 15 percent - Work schedule, 12 percent - Children, 10 percent - Sex, 10 percent Some 68 percent of the respondents believe they are significantly or slightly higher than their ideal body weight Only 25 percent of the women surveyed believe they are extremely or very attractive 44 percent say they rarely or never feel powerful While the main audience is business readers, this book will appeal to a wide general audience, as well. Like Paco Underhill′s WHY WE BUY, WHAT WOMEN WANT doesn′t just offer a glimpse into consumer behavior, how to get their attention, and better serve their needs; it reveals what consumer behavior says about human psychology and desire.
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Showing reviews 1-5 of 13
 I Saw Myself on Every Page [and my sisters, and aunts, and co-workers] September 16, 2009
Penny Reads (New York, NY United States)
5 out of 5 found this review helpful
I picked this book up expecting to just flip through it quickly [as I do with most business books] and boy, was I surprised. I was drawn in in the first few pages and couldn't put it down. Not only did I see myself in so many of the interviews [I now understand why I buy the soup I do and why I love Banana Republic pants], I actually found it a very fun book to read. It is not only filled with useful business inisghts, but it's also chock full of stories about everyday women around the world...and on one level or another, I identify with them all.
There are tons of books out there about marketing to women, but to me they all seem to miss the boat. This is the first time someone has taken the time to actually "listen" to what women are saying before writing [the authors say the book is based on interviews with more than 12,000 women and perhaps that's why it rings so true]. This book acknowledges the growing level of frustration and stress that women around the world are feeling as we all try to expand our roles as mothers, wives, household managers, cooks, childcare givers, and increasingly influential members of the work force. We're all so desperate for time. It's hard to believe that major companies still think they can win us over by further complicating our lives[has anyone out there tried to buy health insurance lately?].
As a marketer, I found this book practical, inciteful, and truly useful. However, as a women, I feel like it's a brand new manifesto. Women do want more...MUCH more. And, we'd better get it or the businesses who want our hard earned cash are going to lose, big time. Hats off to Silverstein and Sayre for speaking out for us all.
women want more is a useful book September 15, 2009
Jason Wu (New York City, USA)
2 out of 2 found this review helpful
As an electronics retailer in major market area, the book provides me an interesting and provocative road map to develop strategies for winning key decision making customers. We have been focusing on female clients for years. This book gives us a more in depth views into women and will help us to do it better in the future.
The nature and extent of a "revolutionary opportunity" October 2, 2009
Robert Morris (Dallas, Texas)
2 out of 2 found this review helpful
Michael Silverstein and Kate Sayre respond to a series of separate but related questions. Specifically,
1. Of what do women want more? Why?
2. What more do they want from the "revolution" they are now waging to increase their earning power, commercial influence, and political clout?
3. What more do they want for their family's quality of life?
4. What more do they want from the products and services they purchase and from the companies that provide them?
5. What more do they want for their community, society, and planet?
Here's Silverstein and Sayre suggestion to those who seek the answers to these and other questions: "Ask them." That's sensible if by that response they are suggesting that their readers ask the women who now purchase from them. However, many women do not always know what they want, although most tend to know what they don't want. In that event, the best strategy is to ask women to identify their pet peeves, unmet needs, greatest frustrations, etc. Silverstein and Sayre conducted extensive research that involved more than 12,000 women, in more than 40 demographic areas, from every income level and many walks of life, and in ten countries. When processing responses to the 120-question survey, presumably they kept in mind that that differences between and among women are probably greater than they are between and among men, especially given where they live in terms of legal, social, and economic status in countries whose demographics are themselves so diverse, notably the United States, China, India, Mexico, and Russia as well as those that comprise the United Kingdom. To learn more about the research and take a brief survey, please visit www.womenspeakworldwide.com.
Throughout their lively and informative narrative, Silverstein and Sayre insert a number of assertions and observations that caught my eye. For example:
"A quiet economic and social revolution is taking place. Worldwide, 1 billion women work. More than half of university students worldwide are women. Women control half of the wealth in the United States. The female economy will have a global impact greater than the BRIC countries (Brazil, Russia, India, and China)... This economy represents the most important commercial opportunity in our lifetime." (Page 5)
"No brand - that is truly what she is - understands what more women want from their lives better than Oprah Winfrey...We found variations of Winfrey's motto - `Live your best life' - sprinkled throughout the 8,000 pages of comments we collected from women around the world, and we saw many more versions taped to refrigerator doors in the homes we visited during the course of our research. To women around the world, Winfrey is a welcome shot in the arm, urging them to complete their education, think big, and change the world." (Page 89)
"Companies like Curves, Weight Watchers, and NutriSystems create apostles for their particular approach and build a business model with high operating leverage. They know precisely who their target customer is and how to reach her. They know how long she is likely to stick with the program and what ancillary and supporting products and services she will be interested in purchasing...They make their products and services available in whatever form or through whatever channel they believe their consumer finds most convenient and effective. The most successful companies make their businesses a franchise opportunity so the owners become apostles and word of mouth spreads organically and rapidly." (Page 140)
"Not surprisingly, time pressure is at the heart of women's dissatisfaction with healthcare. Women are frustrated by the amount of time they spend waiting to see a doctor or to get tests done or lab work completed, and by the total time they devote to the process. They are also dissatisfied with the whole business of making appointments - scheduling is difficult, doctors are overbooked, and often patients have to make multiple appointments for services that they think could be taken care of in one visit." (Page 191)
I commend Silverstein and Sayre on the specificity of the material they provide. Not only do they cite data generated by their rigorous research, data that suggest trends, patterns, and in some instances unmet needs; they are also commendably specific when identifying do's and don'ts, suggesting which strategies and tactics that various companies have used effectively when attempting to "capture" their share of "the world's largest, fastest-growing market." They respond to what women have ranked as being the greatest challenge to them, with time ranked #1 by 47% of respondents to the survey, followed by love, family, relationships, and community. These exemplar companies include Banana Republic, Curves, Dove, Gerber, Nike, Olay, Oprah/Harpo franchises, Sony, Swiffer, and Whole Foods. These and other exemplary companies have highly sophisticated marketing initiatives, to be sure, but as Silverstein and Sayre so carefully explain, a brand makes specific promises that must be kept. Gerber, for example, combines convenience (time saver) with nutrition, Sony offers stylish products of consistently high quality, and Swiffer really does save time while cleaning floors effectively and now line extension products are being developed, in response to consumer requests for them.
I also commend Silverstein and Sayre on the wealth of valuable information they provide and on the eloquence with which they present it. It would be a fool's errand for anyone to attempt to adopt and then apply all of the suggestions they offer in this book. It remains for each reader to absorb and digest the material, visit www.womenspeakworldwide.com, complete the brief survey, and then review all of the key principles and practices that should have been highlighted while reading the book. As Silverstein and Sayre correctly assert before concluding, companies now have three major challenges: (1) This is an undeniable emerging market. (2) It offers companies a real chance to separate themselves from their competitors. (3) Attacking and succeeding in the female economy will require skill, nuance, engagement, and investment." Where to begin? Read this book.
Useful tool for marketers September 16, 2009
Betty Lou (Florida)
1 out of 1 found this review helpful
Women Want More describes how many companies are missing the boat in capturing the female consumer. The book, which is actually based on a global survey of 12,000 women, argues that although women control the majority of consumer spending worldwide, most companies are not meeting their needs.
What I found to be the most intriguing element of the book was the extensive interviews the authors had with women around the world. The stories show how much pressure women face on a daily basis and the difficulty they have in achieving a healthy work-life balance.
Smart companies will recognize this consumer base, which is the key to weathering the current economic storm.
Insightful September 27, 2009
M. Kishenyuk (Cambridge, MA)
2 out of 3 found this review helpful
I found Women Want More to be insightful and actionable. As a young woman facing multiple pressures and demands on my time from family / friends / career / etc, the themes presented in the book truly resonate. I would echo the thesis of the book and challenge corporations and organizations to continue to push rethinking not only assumptions about the value proposition of their goods and services or their marketing and merchandising strategies but also assumptions about how to provide support to employees. As a female consumer, I sincerely hope organizational leaders keep the insights presented in Women Want More top of mind.
Showing reviews 1-5 of 13
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