New York Times Bestseller
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.
สารบัญ
Introduction: The Athena Doctrine 1
1 Great Britain 27
2 Iceland 55
3 Israel 77
4 Japan 103
5 Colombia and Peru 127
6 Kenya 149
7 India 169
8 China 189
9 Sweden, Germany, and Belgium 213
10 Bhutan 237
Conclusion: The Age of Athena 255
More Information 269
Notes 273
Acknowledgments 283
About the Authors 287
Index 291
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John Gerzema is a pioneer in using data to identify social change and help companies adapt to new trends and demands. He is a bestselling author, speaker, and consultant. His books The Brand Bubble and Spend Shift have appeared on numerous ‘best of’ lists, and his TED talks have been seen by hundreds of thousands of people.
Michael D’Antonio is the author and coauthor of many books, including Spend Shift. He won the Pulitzer Prize with writers at Newsday and the Alicia Patterson Fellowship.
For more information, please visit www.athenadoctrine.com.
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