The Secret Weapon

In economic development, business, politics, academia, or non-profits

Assume nothing. Do your research. The rules have changed - dramatically.

It doesn’t matter if you’re seeking to attract a new workforce and new businesses to your city, or selling cars or trying to elect a new Governor.

If you want to succeed, you need….women. Women are the true influentials. They are natural promoters and leaders – where they go, others follow.

It’s not as simple as you think.

Women are complex and multi-dimensional multi-taskers who are thriving – and taking everyone who supports them along.

Women control the purse strings – directly and indirectly – to the tune of $5 trillion in consumer spending, and are the primary purchasers of cars, computers, electronics, appliances, insurance and other high-ticket items . “Women own more than 26 % of the nation’s 20.8 million companies, generating nearly $23 trillion in revenue” and employ 18 million people. “Today, 9 out of 10 women identify themselves as the primary shopper for their households and 80 % of all personal checks are signed by women. That means, they essentially set the agenda for the American economy.”

Women are more important to successful businesses and politics than ever, AND women are no longer predictable.

To make a decision – vote for a candidate, relocate to a new city, choose a new job, start a new business or buy a product -- women need to be hooked emotionally and rationally. It needs to make sense and make us feel good about ourselves. That is more true for women than for men – and women look for different things.

As Celinda Lake and Kellyanne Conway talk about in their recent book, “What Women Really Want,” women are changing the game – big time. They care less about labels like “Democrat” or “Republican,” “Mormon,” “Jewish” or “Christian,” “black” or “white.” They care more about the person and the impact on people, real people. How do they make us feel? Do they make our lives better?

Will relocating give us new opportunities and new friends, where we can live a more “sane” life? Most cities and states reach out to men when they ought to reach out to women at least as much, or more.

Stop. Listen to the stampede of women. Women want convenience so they have more time for family, friends and fun. Women want a reinvented workplace so they can use their talents, be self-sufficient and contribute in a supportive, interesting and rewarding space. Women are single and married and co-habitating. Women work at every level in the workforce and have hobbies that become successful businesses.

Women are ageless, timeless and unpredictable. Do not assume you know their choices.

One of the most telling trends that Celinda and Kellyanne describe in their book is called “The Mouse Race,” where women want greater quality of life. They want a great job (or business) with time to have a personal life and remuneration that satisfies their needs. They want to live where they feel safe, and where the cost of living is reasonable.

You want to succeed? Reach out to women. Ask for their opinions and ideas - and listen to the answers. Respond to their needs and women will lift you higher than you ever thought possible. Women will transform your community when they move to it – but ask!

Women will raise your bottom line. Women will rave about you to all their friends, family and colleagues.

Add more seats at the table for women… and everyone wins.

And it’s a lot more fun too.


Joan Michelson and Celinda Lake are on a panel about women voters for Women Impacting Public Policy; visit www.wipp.org for more information.