The Athena Doctrine

A NEW BREED OF ENTREPRENEUR SPEAKS OF COMBINING ‘CHIKARA’ (POWER)AND ‘AI’ (LOVE) TO SUCCEED IN A TIME WHEN COOPERATION IS AS IMPORTANTAS 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-PRIZEWINNER MICHAEL D’ANTONIO TRAVEL NEARLY FOUR TIMES AROUND THEGLOBE SURVEYING 64,000 PEOPLE IN TWENTY-FIVE NATIONS AND ON-THE-GROUND INTERVIEWS FROM COLUMBIA TO BHUTAN, BERLIN TO BURMA TOLEARN HOW THE MOST INNOVATIVE PEOPLE ARE DEPLOYING FEMININESTRENGTHS AND VALUES TO RECOVER FROM ECONOMIC AND SOCIAL CRISISAND CREATE A MORE HOPEFUL FUTURE.THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM)WILL RULE THE FUTURE2 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

WE TRAVELED THE WORLD CONDUCTING INTERVIEWS AS WELL AS SURVEYING 60,000 PEOPLE IN 25 NATIONS REYKJAVIK STOCKHOLM LONDON BERLIN SEATTLE BRUSSELS BEIJING SAN NEW YORK FRANCISCO ANNAPOLIS ATHENS TOKYO ST LOUIS TEL AVIV NEW DELHI THIMPU LOS PAROANGELES JERUSALEM SHANGHAI AHMEDABAD KOLKATA MEDELLÍN NAIROBI BOGOTÁ LIMA THE LARGEST QUANT/QUAL 25,000 RESPONSES IN ON THE GROUND INTERVIEWS RESEARCH PROJECT DEVOTED TO 17 NATIONS COMPRISING IN 50 CITIES, IN 15 COUNTRIES, FEMININITY IN GLOBAL CULTURE 68% OF GLOBAL GDP LOGGING 250,000 MILES IN 2 YEARS 3 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

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’. NAGATO KIMURA KINOYA SEAFOOD CO. ISHINOMAKI, JAPAN4 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

ÖRN BáR⇥UR JóNSSON CONSTITUTIONAL COMMITTEE MEMBER REYKJAVIKOrn Johnsson is a constitutional committee member of Iceland’s newgovernment, where bankers there inflated a financial bubble thatwrecked the national economy. They wrote a new constitution throughcrowdsourcing, making “prudence and responsibility” the law of theirfrozen land. 5 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

BUT WHEN PEOPLE ARE ASKED “WHAT MIGHT MAKE THEWORLD A BETTER PLACE” -- ONE FINDING STOOD OUT: “THE WORLD WOULD BE A BETTER PLACE IF MEN THOUGHT MORE LIKE WOMEN” 100 90 80 70 72% 68% 69% 60 65% 63% 53% 50 51% 57% 55% 52% 40 58% 51% 30 20 ADULTS MILLENNIALS 10 MEN 0 US UK CHINA INDIA6 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

TEAM PLAYER AGGRESSIVE DEDICATED STRONG GENEROUS DARING RELIABLE RUGGEDUNIQUE GLAMOROUS DOMINANT ARTICULATE VULNERABLE ADAPTABLE PROGRESSIVEDRIVEN OPEN TO NEW IDEAS LOVING TRUSTWORTHY STUBBORN CHARMING OVER-BEARING UPPER-CLASS GUTSY HUMBLE PLANS FOR THE FUTURE GOOD LISTENERARROGANT TRENDY HARD-WORKING GIVING SENSITIVE POISED COMPETENT PATIENTKIND RESTRAINED DARING PASSIVE STYLISH PROUD UNDERSTANDING FUN RIGIDORIGINAL GOOD AT MULTITASKING ANALYTICAL GENTLE BRAVE EMPATHETIC AMBITIOUSENCOURAGING DOMINANT SINCERE INTUITIVE CONFIDENT SOCIALLY RESPONSIBLEDECISIVE PERCEPTIVE DOWN TO EARTH PASSIONATE FLEXIBLE SELFISH CREATIVETRADITIONAL CUNNING 30,000 PEOPLE TO RATE 200 TRAITS ON WE ASKED CARING CANDID REASONABLE INTELLIGENT STRAIGHT FORWARDCOLLABORATIVE CAREER-ORIENTED SOCIAL CAREFREE INVOLVED SELF-RELIANT HEALTHYDIFFERENT HONEST AUTHENTIC LOGICAL ENERGETIC / FEMININE / NEUTRAL. WHETHER THEY WERE MASCULINE EMOTIONAL SELFLESS GLAMOROUSUP TO DATE ASSERTIVE SENSUOUS 30,000 PEOPLE TO RATE THEM ON WE ASKED A SEPARATE DISTINCTIVE INDEPENDENT COMMUNITY-ORIENTEDANALYTICAL FRIENDLY COMMITTED FAMILY ORIENTED COOPERATIVE CONSENSUS LEADERSHIP, SUCCESS, HAPPINESS AND MORALITYBUILDER EMOTIONAL AGILE POPULAR NURTURING CONSCIENTIOUS LOYAL COMPETITIVEOBLIGING INNOVATIVE CURIOUS DYNAMIC NIMBLE PROGRESSIVE IMAGINATIVERESILIENT NATURAL LEADER DEPENDABLE VISIONARY DIRECT AFFECTIONATE DEVOTEDEXPRESSIVE FREE-SPIRITED FOCUSED SUPPORTIVE UNAPPROACHABLE HELPFUL SIMPLE 7 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

FEMININE ATTRIBUTES MORE STRONGLY RELATED TOLEADERSHIP LEADERSHIP 100 STRONGLY RELATED TO LEADERSHIP 90 80 EXPRESSIVE PLANS FOR 70 FUTURE REASONABLE 60 FLEXIBLE LOYAL RESILIENT 50 PATIENT COLLABORATIVE INTUITIVE 40 PASSIONATE 30 ANALYTICAL INDEPENDENT 20 SELFLESS Y = 0.38X + 41.556 AGGRESSIVE 10 R² = 0.33571 PROUD -80 -60 -40 -20 0 20 40 60 80 MASCULINE GENDER STRENGTH FEMININE8 Source: BAV USA All Adults, Q1 2012. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

LEO RISKI CULTURAL ATTACHÉ, FELLESHUS BERLINWe met Leo Riski cultural attaché of The Felleshus in Berlin is the firstshared embassy in the world which houses all five Nordic countries.Felleshus is Danish for ‘House for everyone’. The Nordic model is verymatriarchal, and based on ALIGNING GOALS and SELF-INTERESTS toTHE BETTERMENT OF ALL and a model of 21st century diplomacy. Theirony was not lost on us that directly across the street isThe Syrianembassy, which was protected from graffiti attacks and constantprotest, a stark contrast indeed. 9 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

ORNA BARBIVAI GENERAL: ISRAEL DEFENSE FORCES TEL AVIV, ISRAELIn Tel-Aviv we met General Orna Barbivai, the highest-rankingwoman in the Israeli Defense Force. The IDF is the first, and onlymilitary to put women into combat roles. General Barbivai told usshe approaches military strategy from the perspective of a ‘mother’.More than capable of using FORCE when confronted, the generalfeels women can also READ SITUATIONS FROM MANY ANGLES andassess OUTCOMES of actions before taking them. General Barvivaibelieves in engaging to de-escalate conflict. And she should know:Her two daughters guard checkpoints at Syria and The Gaza Strip. 10 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

IJAD MADISCH CEO/CO-FOUNDER RESEARCHGATE BERLIN 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.11 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

FEMININE ATTRIBUTES MORE STRONGLY RELATED TOMORALITY MORALITY 100 STRONGLY RELATED TO MORALS 80 60 LOYAL PATIENT 40 SELFLESS EMPATHETIC NURTURING REASONABLE 20 CONFIDENT FOCUSED PLANS FOR PASSIONATE RESILIENT -80 -60 -40 -20 0 FUTURE 20 40 60 80 PROUD EXPRESSIVE COLLABORATIVE FLEXIBLE DECISIVE -20 INDEPENDENT INTUITIVE ANALYTICAL AGGRESSIVE -40 -60 Y = 0.5233X - 1.9431 -80 R² = 0.54514 -100 MASCULINE GENDER STRENGTH FEMININE12 Source: BAV USA All Adults, Q1 2012. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

EMILY BOLTON DIRECTOR SOCIAL FINANCE LONDONSocial Impact Bonds are becoming popular in the UK becausethey take public sector risk into the private sector. Socialinvestment means the government will pay a share of long-term savings to investors if the project they fund lowers futuregovernment costs at an agreed upon rate. One Social ImpactBond attempts to lower the rate of re-offending prisoners fromPeterborough prison who served less than 12 months. If therate is lowered by 7.5% investors earn money, otherwise theylose their investment. Social Finance demonstratesCOMMUNITY, COOPERATION and shared OUTCOMES. 13 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

CATALINA COCK DUQUE FOUNDER: FUNDACION MI SANGRE MEDELLIN, COLOMBIAImagine a fashion show where ex-rebels parade in drag for theamusement of former victims: Catalina Cock Duque runs Fundacio MiSangre – the My Blood Foundation, which stems violence in Medellinwith job training and counseling to ex-rebels fighters in FARC or theRevolutionary Armed Forces. At a farm outside Bogota, ex-guerillasand their families can live for a year with citizens they once terrorized.Catalina’s program stands for EMPATHY and FORGIVENESS: “theybegin to see each other as human beings, which can’t be done whenyou are holding a gun, and it’s the only way you can get to peace.” 14 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

JONAS VIG & MÅNS ADLER FOUNDERS: BAMBUSER STOCKHOLM 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.15 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

MIT AgeLab CAMBRIDGE, MA 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 innovation16 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

FEMININE ATTRIBUTES ARE MORE STRONGLY RELATEDTO HAPPINESS HAPPINESS 100 STRONGLY RELATED TO HAPPINESS 80 60 CONFIDENT LOYAL PATIENT REASONABLE EXPRESSIVE NURTURING FOCUSED 40 PASSIONATE PLANS FOR RESILIENT FLEXIBLE EMPATHETIC FUTURE 20 INDEPENDENT SELFLESS PROUD COLLABORATIVE -80 -60 -40 -20 0 20 40 60 80 DECISIVE INTUITIVE -20 ANALYTICAL -40 -60 AGGRESSIVE Y = 0.6469X + 18.159 -80 R² = 0.49548 -100 MASCULINE GENDER STRENGTH FEMININE17 Source: BAV USA All Adults, Q1 2012. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

GRANNY HOLLY PARTNER: GRANNIES, INC. BANBURY, U.K. 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”.18 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

KARMA TSHITEEM SECRETARY GROSS NATIONAL HAPPINESS COMMISSION THIMPHU, BHUTANIn the tiny kingdom of Bhutan Karma Tshiteem is the secretary of the country’sGross National Happiness Commission, which translates the king’s vision for ahappy nation into government policy, focusing on work-life BALANCE,PATIENCE and having PERSPECTIVE. Here, new economic models based onquality-of-life rather than GDP including Bhutan’s values is that growth doesnot harm the greater good. 19 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

ALL OVER THE GLOBE, PEOPLE REALIZE THAT MASCULINE STRUCTURES NOLONGER WORK. TRADITIONAL INSTITUTIONS AND THINKING BUILT ONDOMINANCE AGGRESSION AND HIERARCHY ARE SUCCUMBING TO ATRANSPARENT, COLLABORATIVE AND CODEPENDENT WORLD. IN THIS TIME OFS O C I O - E CO N O M I C , P O L I T I C A L , G E O G R A P H I C , G E N E R AT I O N A L A N DTECHNOLOGICAL UPHEAVAL, THE MOST INNOVATIVE PEOPLE ARE DEPLOYINGFEMININE STRENGTH AND VALUES TO MAKE THE WORLD, BETTER. THE TYPEOF FEMININE LEADERSHIP WE UNCOVERED AROUND THE WORLD IS NOT SOFTAND SQUISHY BUT RATHER, WISE AND QUIETLY STRONG, LIKE THE GREEKGODDESS ATHENA, WHO WAS KNOWN FOR HER WISDOM, SKILL, CIVILITY ANDFAIRNESS. THE ATHENA DOCTRINE IS NOT ONLY A SUGGESTION ON HOW TOPURSUE PERSONAL SUCCESS, BUT HOW TO IMPROVE SOCIAL AND ECONOMICDEVELOPMENT FOR AL AND HAVE A LASTING IMPACT ON OUR CURRENTGENERATION AND GENERATIONS OF THE FUTURE.THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM)WILL RULE THE FUTURE 21 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

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The Athena Doctrine

by John Gerzema on Jul 18, 2012

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