AVIVAH WITTENBERG-COX is CEO of 20-First, one of Europe’s leading gender consultancies. 20-First works with progressive companies interested in building gender ‘bilingual’ organisations that capture the opportunities offered by the other half of the talent pool and the other half of the market – the female half. The firm’s renowned Bilingual Leadership programmes help executives – men and women - manage difference more effectively. Avivah is also the Founder and Honorary President of the European Professional Women’s Network (www.EuropeanPWN.net), a certified executive coach and was a Visiting Coach at INSEAD. She is a popular speaker on leadership and gender issues across Europe and has had articles and interviews published in publications such as the International Herald Tribune and the Financial Times. Canadian, French and Swiss. In 2007, ELLE Magazine recognised her as one of the TOP 40 Women Leading Change. She lives in France with her husband and gender balanced children (a son and a daughter).ALISON MAITLAND is an independent journalist and commentator who has been researching and writing about women in business for a decade. She spent 20 years with the Financial Times, including eight years as Management Writer. Her other specialist areas are leadership and corporate responsibility.Alison is a Senior Visiting Fellow in the Faculty of Management at Cass Business School, City University, London. She is a conference speaker and moderator and she directs the Work-Life & Diversity Council of The Conference Board Europe. She served on the advisory group for the Equal Opportunities Commission’s 2007 investigation into the Transformation of Work. She lives in the UK with her husband and two daughters.

"This powerful new book analyses the opportunities available to companies that really understand what motivates women in the workplace..." (Women-omics.com, October 9th 2008) "Wittenberg-Cox & Maitland have opened new ground (and) added a useful dimension to the debate" Management Today, February 2008)"Offers many fascinating findings on the roles of women today... a highly collaborative book" (People Management, Thursday 7th February 2008)"...a cheering alternative to the traditional whinge about men holding women back in the workplace" (Financial World, February 2008)"step-by-step guide for mangers on how to create growth by valuing the input of both women and men" (theglasshammer.com. Tuesday 5th February 2008)" need Maitland and Wittenberg-Cox to spell out the persistence of "soft"  barriers and spur the politicians to demand reforms." (commentisfree.guardian.co.uk)              "At least someone is talking sense, and we shouldn't be surprised that it's a woman." (Scotland On Sunday, Monday 11th February 2008)“Why Women Mean Business is an innovative and stimulating book.” (Financial Times, Tuesday 26th February 2008)“[The authors] make a convincing case for more women in senior business roles. The case is supported by sound research.“ (Financial Times, Thursday 28th February 2008)“…offers practical advice, backed up by case studies and statistics.” (Director, March 2008)“This powerful new book brings together…the multiplicity of opportunities available to companies that really understand what motivates women...” (The Business Channel Newsletter, March 2008)“…this book lays out the importance of retaining women in senior leadership positions, and the dangers of ignoring half the talent pool.” (Harper's Bazaar, April 2008)“The authors have been meticulous in their research, with an impressive collection of up-to-date, relevant case studies and statistics.” (Personnel Today, Tuesday 1st April 2008)"Why and how to improve women's place in business leadership”. (International Herald Tribune, Friday 4th April 2008)“The book is a comprehensive understanding of the emergence of women as the next economic revolution”. (TNT Link newsletter, March 2008)

• Foreword by Niall FitzGerald KBE xiiiPreface by Michael Kimmel xvAcknowledgements xxiCHAPTER ONE: WOMENOMICS 1Guarantors of growth 1The strategic side of the gender divide 6Opportunity cost 9Valuing difference 12Becoming “gender-bilingual” 15Declining demographics is not destiny 1821st century forces: weather, women, web 22CHAPTER TWO: MOST OF THE TALENT 27The “talent wars” are here 28Female brainpower 30Under-used talent 34The role of business schools 36Tapping into the pool 39Recruiting: making women welcome 40Retaining: structural repairs needed 44Promoting: return on investment 57Building better boards 62Legislating solutions – the controversial quota 65CHAPTER THREE: MUCH OF THE MARKET 73Purchasing power – beyond parity 75Female finances 77Sex and segmentation 85The many faces of marketing to women 89Shut-your-eyes 90Marginalise 93Specialise 94Prioritise 96CHAPTER FOUR: BECOMING “BILINGUAL”, WHAT COMPANIES CAN DO 103A fresh look at traditional approaches to gender 103Equal and different 107Diversity dilemmas 110Recognise that “best” is biased 113Surprising sectors 119A new approach to gender 120Understand the starting point 120Personalise the conversation 124Manage the metaphors – the power of vocabulary and vision 126The building blocks of bilingualism 1301 “Getting it”: top management commitment 1312 Management bilingualism: proactively managing difference 1323 Empowering women: the knowledge and networks to succeed 1334 Banning bias: identifying and eliminating systemic bias from corporate systems and processes 134CHAPTER FIVE: SEVEN STEPS TO SUCCESSFUL IMPLEMENTATION 141Key success factors 1411 Awaken your leadership team 1432 Define the business case 1483 Let people express resistance 1514 Make it a business issue, not a women’s issue 1555 Make changes before making noise 1626 Don’t mix up the messages 1667 Give it a budget, not just volunteers 170CHAPTER SIX: CULTURE COUNTS, WHAT COUNTRIES CAN DO 183Making bosses and babies 183Best and worst: surprising results 187Imperfect deal in America 199Continents of contrast 206Public policy pull, private sector push 212CHAPTER SEVEN: FIGURING OUT FEMALES 223What companies need to know about women 223Discomfort with “politics” 225The conversations that matter 236Careers are not straight lines 238Phase 1: ambition 242Phase 2: culture shock 244Phase 3: self-affirmation 252The lure of entrepreneurship 256Alternative views of “power” 258Sex, success and the media 259Change agents on their own terms 264CHAPTER EIGHT: TOMORROW’S TALENT TRENDS . . . TODAY, “WOMEN-FRIENDLY” MEANS “PEOPLE-FRIENDLY” 271New models of work 273Fathers count too 277Technology as enabler 280The value of “grey” brainpower 285Making the most of the “Me” generation 291The future is already here 296CHAPTER NINE: CONCLUSION, FROM BETTER BUSINESS TO A BETTER WORLD? 301New voices, new choices 302New measures of success 306A challenge for business 309Index 317

AVIVAH WITTENBERG-COX is CEO of 20-First, one of Europe’s leading gender consultancies. 20-First works with progressive companies interested in building gender ‘bilingual’ organisations that capture the opportunities offered by the other half of the talent pool and the other half of the market – the female half. The firm’s renowned Bilingual Leadership programmes help executives – men and women - manage difference more effectively. Avivah is also the Founder and Honorary President of the European Professional Women’s Network (www.EuropeanPWN.net), a certified executive coach and was a Visiting Coach at INSEAD. She is a popular speaker on leadership and gender issues across Europe and has had articles and interviews published in publications such as the International Herald Tribune and the Financial Times. Canadian, French and Swiss. In 2007, ELLE Magazine recognised her as one of the TOP 40 Women Leading Change. She lives in France with her husband and gender balanced children (a son and a daughter).ALISON MAITLAND is an independent journalist and commentator who has been researching and writing about women in business for a decade. She spent 20 years with the Financial Times, including eight years as Management Writer. Her other specialist areas are leadership and corporate responsibility.Alison is a Senior Visiting Fellow in the Faculty of Management at Cass Business School, City University, London. She is a conference speaker and moderator and she directs the Work-Life & Diversity Council of The Conference Board Europe. She served on the advisory group for the Equal Opportunities Commission’s 2007 investigation into the Transformation of Work. She lives in the UK with her husband and two daughters.

"This powerful new book analyses the opportunities available to companies that really understand what motivates women in the workplace..." (Women-omics.com, October 9th 2008) "Wittenberg-Cox & Maitland have opened new ground (and) added a useful dimension to the debate" Management Today, February 2008)"Offers many fascinating findings on the roles of women today... a highly collaborative book" (People Management, Thursday 7th February 2008)"...a cheering alternative to the traditional whinge about men holding women back in the workplace" (Financial World, February 2008)"step-by-step guide for mangers on how to create growth by valuing the input of both women and men" (theglasshammer.com. Tuesday 5th February 2008)" need Maitland and Wittenberg-Cox to spell out the persistence of "soft"  barriers and spur the politicians to demand reforms." (commentisfree.guardian.co.uk)              "At least someone is talking sense, and we shouldn't be surprised that it's a woman." (Scotland On Sunday, Monday 11th February 2008)“Why Women Mean Business is an innovative and stimulating book.” (Financial Times, Tuesday 26th February 2008)“[The authors] make a convincing case for more women in senior business roles. The case is supported by sound research.“ (Financial Times, Thursday 28th February 2008)“…offers practical advice, backed up by case studies and statistics.” (Director, March 2008)“This powerful new book brings together…the multiplicity of opportunities available to companies that really understand what motivates women...” (The Business Channel Newsletter, March 2008)“…this book lays out the importance of retaining women in senior leadership positions, and the dangers of ignoring half the talent pool.” (Harper's Bazaar, April 2008)“The authors have been meticulous in their research, with an impressive collection of up-to-date, relevant case studies and statistics.” (Personnel Today, Tuesday 1st April 2008)"Why and how to improve women's place in business leadership”. (International Herald Tribune, Friday 4th April 2008)“The book is a comprehensive understanding of the emergence of women as the next economic revolution”. (TNT Link newsletter, March 2008)

• Foreword by Niall FitzGerald KBE xiiiPreface by Michael Kimmel xvAcknowledgements xxiCHAPTER ONE: WOMENOMICS 1Guarantors of growth 1The strategic side of the gender divide 6Opportunity cost 9Valuing difference 12Becoming “gender-bilingual” 15Declining demographics is not destiny 1821st century forces: weather, women, web 22CHAPTER TWO: MOST OF THE TALENT 27The “talent wars” are here 28Female brainpower 30Under-used talent 34The role of business schools 36Tapping into the pool 39Recruiting: making women welcome 40Retaining: structural repairs needed 44Promoting: return on investment 57Building better boards 62Legislating solutions – the controversial quota 65CHAPTER THREE: MUCH OF THE MARKET 73Purchasing power – beyond parity 75Female finances 77Sex and segmentation 85The many faces of marketing to women 89Shut-your-eyes 90Marginalise 93Specialise 94Prioritise 96CHAPTER FOUR: BECOMING “BILINGUAL”, WHAT COMPANIES CAN DO 103A fresh look at traditional approaches to gender 103Equal and different 107Diversity dilemmas 110Recognise that “best” is biased 113Surprising sectors 119A new approach to gender 120Understand the starting point 120Personalise the conversation 124Manage the metaphors – the power of vocabulary and vision 126The building blocks of bilingualism 1301 “Getting it”: top management commitment 1312 Management bilingualism: proactively managing difference 1323 Empowering women: the knowledge and networks to succeed 1334 Banning bias: identifying and eliminating systemic bias from corporate systems and processes 134CHAPTER FIVE: SEVEN STEPS TO SUCCESSFUL IMPLEMENTATION 141Key success factors 1411 Awaken your leadership team 1432 Define the business case 1483 Let people express resistance 1514 Make it a business issue, not a women’s issue 1555 Make changes before making noise 1626 Don’t mix up the messages 1667 Give it a budget, not just volunteers 170CHAPTER SIX: CULTURE COUNTS, WHAT COUNTRIES CAN DO 183Making bosses and babies 183Best and worst: surprising results 187Imperfect deal in America 199Continents of contrast 206Public policy pull, private sector push 212CHAPTER SEVEN: FIGURING OUT FEMALES 223What companies need to know about women 223Discomfort with “politics” 225The conversations that matter 236Careers are not straight lines 238Phase 1: ambition 242Phase 2: culture shock 244Phase 3: self-affirmation 252The lure of entrepreneurship 256Alternative views of “power” 258Sex, success and the media 259Change agents on their own terms 264CHAPTER EIGHT: TOMORROW’S TALENT TRENDS . . . TODAY, “WOMEN-FRIENDLY” MEANS “PEOPLE-FRIENDLY” 271New models of work 273Fathers count too 277Technology as enabler 280The value of “grey” brainpower 285Making the most of the “Me” generation 291The future is already here 296CHAPTER NINE: CONCLUSION, FROM BETTER BUSINESS TO A BETTER WORLD? 301New voices, new choices 302New measures of success 306A challenge for business 309Index 317

AVIVAH WITTENBERG-COX is CEO of 20-First, one of Europe’s leading gender consultancies. 20-First works with progressive companies interested in building gender ‘bilingual’ organisations that capture the opportunities offered by the other half of the talent pool and the other half of the market – the female half. The firm’s renowned Bilingual Leadership programmes help executives – men and women - manage difference more effectively. Avivah is also the Founder and Honorary President of the European Professional Women’s Network (www.EuropeanPWN.net), a certified executive coach and was a Visiting Coach at INSEAD. She is a popular speaker on leadership and gender issues across Europe and has had articles and interviews published in publications such as the International Herald Tribune and the Financial Times. Canadian, French and Swiss. In 2007, ELLE Magazine recognised her as one of the TOP 40 Women Leading Change. She lives in France with her husband and gender balanced children (a son and a daughter).ALISON MAITLAND is an independent journalist and commentator who has been researching and writing about women in business for a decade. She spent 20 years with the Financial Times, including eight years as Management Writer. Her other specialist areas are leadership and corporate responsibility.Alison is a Senior Visiting Fellow in the Faculty of Management at Cass Business School, City University, London. She is a conference speaker and moderator and she directs the Work-Life & Diversity Council of The Conference Board Europe. She served on the advisory group for the Equal Opportunities Commission’s 2007 investigation into the Transformation of Work. She lives in the UK with her husband and two daughters.

"This powerful new book analyses the opportunities available to companies that really understand what motivates women in the workplace..." (Women-omics.com, October 9th 2008) "Wittenberg-Cox & Maitland have opened new ground (and) added a useful dimension to the debate" Management Today, February 2008)"Offers many fascinating findings on the roles of women today... a highly collaborative book" (People Management, Thursday 7th February 2008)"...a cheering alternative to the traditional whinge about men holding women back in the workplace" (Financial World, February 2008)"step-by-step guide for mangers on how to create growth by valuing the input of both women and men" (theglasshammer.com. Tuesday 5th February 2008)" need Maitland and Wittenberg-Cox to spell out the persistence of "soft"  barriers and spur the politicians to demand reforms." (commentisfree.guardian.co.uk)              "At least someone is talking sense, and we shouldn't be surprised that it's a woman." (Scotland On Sunday, Monday 11th February 2008)“Why Women Mean Business is an innovative and stimulating book.” (Financial Times, Tuesday 26th February 2008)“[The authors] make a convincing case for more women in senior business roles. The case is supported by sound research.“ (Financial Times, Thursday 28th February 2008)“…offers practical advice, backed up by case studies and statistics.” (Director, March 2008)“This powerful new book brings together…the multiplicity of opportunities available to companies that really understand what motivates women...” (The Business Channel Newsletter, March 2008)“…this book lays out the importance of retaining women in senior leadership positions, and the dangers of ignoring half the talent pool.” (Harper's Bazaar, April 2008)“The authors have been meticulous in their research, with an impressive collection of up-to-date, relevant case studies and statistics.” (Personnel Today, Tuesday 1st April 2008)"Why and how to improve women's place in business leadership”. (International Herald Tribune, Friday 4th April 2008)“The book is a comprehensive understanding of the emergence of women as the next economic revolution”. (TNT Link newsletter, March 2008)

• Foreword by Niall FitzGerald KBE xiiiPreface by Michael Kimmel xvAcknowledgements xxiCHAPTER ONE: WOMENOMICS 1Guarantors of growth 1The strategic side of the gender divide 6Opportunity cost 9Valuing difference 12Becoming “gender-bilingual” 15Declining demographics is not destiny 1821st century forces: weather, women, web 22CHAPTER TWO: MOST OF THE TALENT 27The “talent wars” are here 28Female brainpower 30Under-used talent 34The role of business schools 36Tapping into the pool 39Recruiting: making women welcome 40Retaining: structural repairs needed 44Promoting: return on investment 57Building better boards 62Legislating solutions – the controversial quota 65CHAPTER THREE: MUCH OF THE MARKET 73Purchasing power – beyond parity 75Female finances 77Sex and segmentation 85The many faces of marketing to women 89Shut-your-eyes 90Marginalise 93Specialise 94Prioritise 96CHAPTER FOUR: BECOMING “BILINGUAL”, WHAT COMPANIES CAN DO 103A fresh look at traditional approaches to gender 103Equal and different 107Diversity dilemmas 110Recognise that “best” is biased 113Surprising sectors 119A new approach to gender 120Understand the starting point 120Personalise the conversation 124Manage the metaphors – the power of vocabulary and vision 126The building blocks of bilingualism 1301 “Getting it”: top management commitment 1312 Management bilingualism: proactively managing difference 1323 Empowering women: the knowledge and networks to succeed 1334 Banning bias: identifying and eliminating systemic bias from corporate systems and processes 134CHAPTER FIVE: SEVEN STEPS TO SUCCESSFUL IMPLEMENTATION 141Key success factors 1411 Awaken your leadership team 1432 Define the business case 1483 Let people express resistance 1514 Make it a business issue, not a women’s issue 1555 Make changes before making noise 1626 Don’t mix up the messages 1667 Give it a budget, not just volunteers 170CHAPTER SIX: CULTURE COUNTS, WHAT COUNTRIES CAN DO 183Making bosses and babies 183Best and worst: surprising results 187Imperfect deal in America 199Continents of contrast 206Public policy pull, private sector push 212CHAPTER SEVEN: FIGURING OUT FEMALES 223What companies need to know about women 223Discomfort with “politics” 225The conversations that matter 236Careers are not straight lines 238Phase 1: ambition 242Phase 2: culture shock 244Phase 3: self-affirmation 252The lure of entrepreneurship 256Alternative views of “power” 258Sex, success and the media 259Change agents on their own terms 264CHAPTER EIGHT: TOMORROW’S TALENT TRENDS . . . TODAY, “WOMEN-FRIENDLY” MEANS “PEOPLE-FRIENDLY” 271New models of work 273Fathers count too 277Technology as enabler 280The value of “grey” brainpower 285Making the most of the “Me” generation 291The future is already here 296CHAPTER NINE: CONCLUSION, FROM BETTER BUSINESS TO A BETTER WORLD? 301New voices, new choices 302New measures of success 306A challenge for business 309Index 317