In an earlier book, Avivah Wittenberg-Cox offered evidence that gender balance leads to more innovation and better bottom-line performance. But in her new book, she offers simple steps that provide guidance on how to bring about real change.
“Audit the situation: where are we today? Awareness — build awareness among the leadership team about what this issue really takes to get it fixed. Align — which is align all the corporate policies and backgrounds and plumbing of companies to actually get these desires for balance into practical application. And then sustain — which is ‘how do you keep up the momentum?’ when, particularly in the U.S., people are really, really tired of this topic.”
How Women Mean Business offers a road map for improving gender balance.
“The target audience is really all managers. The key message is that this issue has been seen as a women’s issue for far too long. Many of the approaches up ’til now has been one of ‘fixing the women’ in order to make it. Actually, the real question is what’s wrong with companies if in 2010 they still can’t attract, retain and develop what is the today majority of the educated talent pool not only in this country, but in countries all around the world.”
Avivah Wittenberg-Cox is CEO of 20-first, a gender consultancy. Ed Mayberry, KUHF News.