The Athena Doctrine
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Transcript of The Athena Doctrine
THE ATHENA DOCTRINE:HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL
RULE THE FUTURE
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema1
@JOHNGERZEMA
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
A NEW BREED OF ENTREPRENEUR SPEAKS OF COMBINING ‘CHIKARA’ (POWER) AND ‘AI’ (LOVE) TO SUCCEED IN A TIME WHEN COOPERATION IS AS IMPORTANT AS AMBITION. ICELANDERS CROWDSOURCING A NEW CONSTITUTION MAKE “PRUDENCE AND RESPONSIBILITY” THE LAW OF THEIR FROZEN LAND. BEST-SELLING AUTHOR JOHN GERZEMA AND HIS CO-AUTHOR PULITZER-PRIZE WINNER MICHAEL D’ANTONIO TRAVEL NEARLY FOUR TIMES AROUND THE GLOBE SURVEYING 64,000 PEOPLE IN TWENTY-FIVE NATIONS AND ON-THE-GROUND INTERVIEWS FROM COLUMBIA TO BHUTAN, BERLIN TO BURMA TO LEARN HOW THE MOST INNOVATIVE PEOPLE ARE DEPLOYING FEMININE STRENGTHS AND VALUES TO RECOVER FROM ECONOMIC AND SOCIAL CRISIS AND CREATE A MORE HOPEFUL FUTURE.
THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL RULE THE FUTURE
2
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema3
WE TRAVELED THE WORLD CONDUCTING INTERVIEWS AS WELL AS SURVEYING 60,000 PEOPLE IN 25 NATIONS
SAN FRANCISCO
ST LOUISTOKYO
SHANGHAI
NAIROBI
THIMPUTEL AVIV
AHMEDABADPARO
REYKJAVIK
BERLINLONDON
BRUSSELS
STOCKHOLM
MEDELLÍN
LIMA
NEW YORK
JERUSALEM
BOGOTÁ
KOLKATA
ATHENS
LOS ANGELES
SEATTLE
ANNAPOLIS
BEIJING
NEW DELHI
ON THE GROUND INTERVIEWS IN 50 CITIES, IN 15 COUNTRIES, LOGGING 250,000 MILES IN 2 YEARS
25,000 RESPONSES IN 17 NATIONS COMPRISING 68% OF GLOBAL GDP
THE LARGEST QUANT/QUAL RESEARCH PROJECT DEVOTED TO FEMININITY IN GLOBAL CULTURE
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema4
NAGATO KIMURAKINOYA SEAFOOD CO.ISHINOMAKI, JAPAN
Shortly before 3pm on March 11th, 2011 a massive tsunami came ashore. Thirty-foot
high waves of water traveled almost three miles inland. Boats were perched on tops
of houses. Cars looked like toys discarded carelessly on the floor of a boy’s bedroom
floor. And the cannery known as The Kinoya Seafood Company was completely
destroyed.
As rescue workers searched for survivors, they began to notice little tins caked in
mud and debris that dotted the coastline. Though the labels were washed away, the
cans were intact, so they made for a quick meal – although you weren’t sure you
were getting tuna, flounder or mackerel. While others protested the government’s
handling of level 7 meltdowns of three reactors at Fukushima, a large group of
concerned citizens traveled to Ishinomaki, where they gathered, washed and
transported the cans back to Tokyo.
But how do you sell something with no label? The cans were left on the store shelves
bare, but then people began decorating them with messages of support and unity.
As I ate canned mackerel with Kimura-san, the company’s President – he explained
how citizens helped recover and sell 800,000 of the one millions cans of fish that
went missing. Across the nation they became known as Japan’s ‘cans of hope’.
ÖRN BáR⇥UR JóNSSONCONSTITUTIONAL COMMITTEE MEMBERREYKJAVIK
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema5
Orn Johnsson is a constitutional committee member of Iceland’s new
government, where bankers there inflated a financial bubble that
wrecked the national economy. They wrote a new constitution through
crowdsourcing, making “prudence and responsibility” the law of their
frozen land.
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BUT WHEN PEOPLE ARE ASKED “WHAT MIGHT MAKE THE WORLD A BETTER PLACE” -- ONE FINDING STOOD OUT:
6
“THE WORLD WOULD BE A BETTER PLACE IF MEN THOUGHT MORE LIKE WOMEN”
US UK INDIACHINA
100
90
80
70
60
50
40
30
20
10
0
68%63%
57%
72%69%65%
52%55%
53%
51%
ADULTSMILLENNIALSMEN
58%
51%
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema7
TEAM PLAYER AGGRESSIVE DEDICATED STRONG GENEROUS DARING RELIABLE RUGGED UNIQUE GLAMOROUS DOMINANT ARTICULATE VULNERABLE ADAPTABLE PROGRESSIVE
DRIVEN OPEN TO NEW IDEAS LOVING TRUSTWORTHY STUBBORN CHARMING OVER-
BEARING UPPER-CLASS GUTSY HUMBLE PLANS FOR THE FUTURE GOOD LISTENER
ARROGANT TRENDY HARD-WORKING GIVING SENSITIVE POISED COMPETENT PATIENT KIND RESTRAINED DARING PASSIVE STYLISH PROUD UNDERSTANDING FUN RIGID
ORIGINAL GOOD AT MULTITASKING ANALYTICAL GENTLE BRAVE EMPATHETIC AMBITIOUS
ENCOURAGING DOMINANT SINCERE INTUITIVE CONFIDENT SOCIALLY RESPONSIBLE DECISIVE PERCEPTIVE DOWN TO EARTH PASSIONATE FLEXIBLE SELFISH CREATIVE
TRADITIONAL CUNNING CARING CANDID REASONABLE INTELLIGENT STRAIGHT FORWARD
COLLABORATIVE CAREER-ORIENTED SOCIAL CAREFREE INVOLVED SELF-RELIANT HEALTHY DIFFERENT HONEST AUTHENTIC LOGICAL ENERGETIC EMOTIONAL SELFLESS GLAMOROUS
UP TO DATE ASSERTIVE SENSUOUS DISTINCTIVE INDEPENDENT COMMUNITY-ORIENTED
ANALYTICAL FRIENDLY COMMITTED FAMILY ORIENTED COOPERATIVE CONSENSUS
BUILDER EMOTIONAL AGILE POPULAR NURTURING CONSCIENTIOUS LOYAL COMPETITIVE OBLIGING INNOVATIVE CURIOUS DYNAMIC NIMBLE PROGRESSIVE IMAGINATIVE
RESILIENT NATURAL LEADER DEPENDABLE VISIONARY DIRECT AFFECTIONATE DEVOTED
EXPRESSIVE FREE-SPIRITED FOCUSED SUPPORTIVE UNAPPROACHABLE HELPFUL SIMPLE
WE ASKED 30,000 PEOPLE TO RATE 200 TRAITS ON
WHETHER THEY WERE MASCULINE / FEMININE / NEUTRAL.
WE ASKED A SEPARATE 30,000 PEOPLE TO RATE THEM ON
LEADERSHIP, SUCCESS, HAPPINESS AND MORALITY
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
FEMININE ATTRIBUTES MORE STRONGLY RELATED TO LEADERSHIP
8 Source: BAV USA All Adults, Q1 2012.
LEADERSHIP
-80 -60 -40 -20 0 20 40 60 80
100
90
80
70
60
50
40
30
20
10
PLANS FOR
FUTURE
AGGRESSIVE
PROUD
ANALYTICAL
INDEPENDENT
RESILIENT
EXPRESSIVE
REASONABLE
COLLABORATIVE
FLEXIBLE
PATIENT INTUITIVE
LOYAL
PASSIONATE
SELFLESS
GENDER STRENGTHMASCULINE FEMININE
ST
RO
NG
LY R
ELA
TE
D T
O L
EA
DE
RS
HIP
Y = 0.38X + 41.556R² = 0.33571
LEO RISKICULTURAL ATTACHÉ, FELLESHUS BERLIN
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema9
We met Leo Riski cultural attaché of The Felleshus in Berlin is the first
shared embassy in the world which houses all five Nordic countries.
Felleshus is Danish for ‘House for everyone’. The Nordic model is very
matriarchal, and based on ALIGNING GOALS and SELF-INTERESTS to
THE BETTERMENT OF ALL and a model of 21st century diplomacy. The
irony was not lost on us that directly across the street isThe Syrian
embassy, which was protected from graffiti attacks and constant
protest, a stark contrast indeed.
ORNA BARBIVAIGENERAL: ISRAEL DEFENSE FORCESTEL AVIV, ISRAEL
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema10
In Tel-Aviv we met General Orna Barbivai, the highest-ranking
woman in the Israeli Defense Force. The IDF is the first, and only
military to put women into combat roles. General Barbivai told us
she approaches military strategy from the perspective of a ‘mother’.
More than capable of using FORCE when confronted, the general
feels women can also READ SITUATIONS FROM MANY ANGLES and
assess OUTCOMES of actions before taking them. General Barvivai
believes in engaging to de-escalate conflict. And she should know:
Her two daughters guard checkpoints at Syria and The Gaza Strip.
IJAD MADISCHCEO/CO-FOUNDERRESEARCHGATEBERLIN
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema11
In Berlin we met Ijad Madisch, a medical researcher who kept
‘getting stuck’ on his experiments. When he asked peers for
help he learned it is taboo to show VULNERABILITY in the
‘ego-driven world of scientific research. He moved to Berlin
and created a ‘Facebook for scientists’. His goal is to get
scientists out of their cubicles and to work together. Ijad’s
HUMILITY is paying off: several collaborative advancements are
already being published.
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
FEMININE ATTRIBUTES MORE STRONGLY RELATED TO MORALITY
12
MORALITY
GENDER STRENGTH FEMININE
-100
-80 -60 -40 -20 20 40 60 80
100
80
60
40
20
0
-20
-40
-60
-80
AGGRESSIVE
ANALYTICAL
DECISIVE PROUD
CONFIDENT
FOCUSED
INDEPENDENT
RESILIENT
PLANS FOR
FUTURE
COLLABORATIVE
INTUITIVE
SELFLESS PATIENT
EMPATHETIC
PASSIONATE
EXPRESSIVE
NURTURING
FLEXIBLE
REASONABLE
LOYAL
Source: BAV USA All Adults, Q1 2012.
MASCULINE
ST
RO
NG
LY R
ELA
TE
D T
O M
OR
ALS
Y = 0.5233X - 1.9431R² = 0.54514
EMILY BOLTONDIRECTORSOCIAL FINANCELONDON
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema13
Social Impact Bonds are becoming popular in the UK because
they take public sector risk into the private sector. Social
investment means the government will pay a share of long-
term savings to investors if the project they fund lowers future
government costs at an agreed upon rate. One Social Impact
Bond attempts to lower the rate of re-offending prisoners from
Peterborough prison who served less than 12 months. If the
rate is lowered by 7.5% investors earn money, otherwise they
lose their investment. Social Finance demonstrates
COMMUNITY, COOPERATION and shared OUTCOMES.
CATALINA COCK DUQUEFOUNDER: FUNDACION MI SANGREMEDELLIN, COLOMBIA
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema14
Imagine a fashion show where ex-rebels parade in drag for the
amusement of former victims: Catalina Cock Duque runs Fundacio Mi
Sangre – the My Blood Foundation, which stems violence in Medellin
with job training and counseling to ex-rebels fighters in FARC or the
Revolutionary Armed Forces. At a farm outside Bogota, ex-guerillas
and their families can live for a year with citizens they once terrorized.
Catalina’s program stands for EMPATHY and FORGIVENESS: “they
begin to see each other as human beings, which can’t be done when
you are holding a gun, and it’s the only way you can get to peace.”
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
JONAS VIG & MÅNS ADLERFOUNDERS: BAMBUSERSTOCKHOLM
15
In Stockholm we visited Bambuser, which created the first live streaming
video from a mobile phone. Jonas and Mans thought they were creating a
social entertainment platform only to become the people’s voice of the
Arab spring live from Tahir square and become the first website that the
Egyptian government shut down. Bambuser upended dictatorial
government control to become the first true neutral media in the Middle
East. Bambsuser is now the live real time network from the street
detailing the Syrian attack on Homs.
MIT AgeLabCAMBRIDGE, MA
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema16
College students at MIT, at the peak of their energy and health, were tasked
with wearing the AGNES (Age Gain Now Empathy System) suit, to try and
understand what it feels like to be in your mid-70’s. The suit restricts joint, neck
and leg movement, has shoes that reduce your sense of balance and as
expected, they’re unable to turn their blinker off. This is a story about
innovation catalyzed by empathy. The generational divide that has become
such a prevalent story is disappearing as 20 year olds are beginning to think
like 75 year olds. Started in 1999 at MIT, the AgeLab has been working to find
solutions to make life more livable the ageing post-industrial civilizations. We
met with Dr. Joseph Coughlin, Director of the MIT AgeLab, to try and learn why
empathy has become so important for innovation
-100
-80 -60 -40 -20 20 40 60 80
100
80
60
40
20
0
-20
-40
-60
-80
AGGRESSIVE
ANALYTICAL
DECISIVE
PROUD
CONFIDENT
FOCUSED
INDEPENDENT
RESILIENT
PLANS FOR
FUTURE
COLLABORATIVE
INTUITIVE
SELFLESS
PATIENT
EMPATHETIC PASSIONATE EXPRESSIVE
NURTURING
FLEXIBLE
REASONABLE LOYAL
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
FEMININE ATTRIBUTES ARE MORE STRONGLY RELATED TO HAPPINESS
17
HAPPINESS
GENDER STRENGTH FEMININE
Source: BAV USA All Adults, Q1 2012.
MASCULINE
ST
RO
NG
LY R
ELA
TE
D T
O H
AP
PIN
ES
S
Y = 0.6469X + 18.159R² = 0.49548
GRANNY HOLLYPARTNER: GRANNIES, INC.BANBURY, U.K.
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema18
In London, we met Granny Holly, one of the platoons of grandmothers
who make hand-knitted scarves and hats for the British start-up,
Grannies Inc. Young people across Britain turn to the comfort of these
extraordinary women, who sew messages of HOPE, LOVE and
ENCOURAGEMENT into each garment. You can even pick out your
own granny! True to the values of NURTURING and LEGACY,
Grannies Inc. slogan is “There’s wisdom in the wool”.
KARMA TSHITEEMSECRETARYGROSS NATIONAL HAPPINESS COMMISSIONTHIMPHU, BHUTAN
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema19
In the tiny kingdom of Bhutan Karma Tshiteem is the secretary of the country’s
Gross National Happiness Commission, which translates the king’s vision for a
happy nation into government policy, focusing on work-life BALANCE,
PATIENCE and having PERSPECTIVE. Here, new economic models based on
quality-of-life rather than GDP including Bhutan’s values is that growth does
not harm the greater good.
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema20
“MAN OR WOMAN, YOU NEED BOTH MASCULINE AND FEMININE TRAITS
TO THRIVE IN TODAY’S WORLD.”
—81% AGREE
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
ALL OVER THE GLOBE, PEOPLE REALIZE THAT MASCULINE STRUCTURES NO LONGER WORK. TRADITIONAL INSTITUTIONS AND THINKING BUILT ON DOMINANCE AGGRESSION AND HIERARCHY ARE SUCCUMBING TO A TRANSPARENT, COLLABORATIVE AND CODEPENDENT WORLD. IN THIS TIME OF SOCIO-ECONOMIC, POLITICAL, GEOGRAPHIC, GENERATIONAL AND TECHNOLOGICAL UPHEAVAL, THE MOST INNOVATIVE PEOPLE ARE DEPLOYING FEMININE STRENGTH AND VALUES TO MAKE THE WORLD, BETTER. THE TYPE OF FEMININE LEADERSHIP WE UNCOVERED AROUND THE WORLD IS NOT SOFT AND SQUISHY BUT RATHER, WISE AND QUIETLY STRONG, LIKE THE GREEK GODDESS ATHENA, WHO WAS KNOWN FOR HER WISDOM, SKILL, CIVILITY AND FAIRNESS. THE ATHENA DOCTRINE IS NOT ONLY A SUGGESTION ON HOW TO PURSUE PERSONAL SUCCESS, BUT HOW TO IMPROVE SOCIAL AND ECONOMIC DEVELOPMENT FOR AL AND HAVE A LASTING IMPACT ON OUR CURRENT GENERATION AND GENERATIONS OF THE FUTURE.
THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL RULE THE FUTURE
21