Celinda Lake is president of Lake Snell Perry Associates, a research-based strategy firm in Washington, D.C. She is one of the nation's foremost experts on electing women candidates and on framing issues to women voters. American Politics calls Lake a "super-strategist or, better yet, the Godmother." She lives in Washington, D.C.
Kellyanne Conway is president and CEO of the polling company, inc., including WomanTrend, a research and consulting division that for years has tracked and interpreted important trends influencing and being influenced by women. She lives in Vienna, Virginia, and New York City. Both authors are quoted frequently in national media, including national television and radio.
Catherine Whitney has written and co-written more than 50 books on a wide range of political and social topics, including The Weekend that Changed Wall Street with Maria Bartiromo, The 10 Laws of Enduring Success with Bartiromo, and Where have All the Leaders Gone? with Lee Iaccoca.
As a professional political analyst myself, I read absolutely everything I can find by Celinda Lake and Kellyanne Conway, whether written separately or together. It takes two top data mavens of opposite political persuasions to sift through hundreds of actual interviews to tell us what the numbers say, today. The two points I found most interesting were the tremendous growth of women-owned businesses (and women business owners) plus the phenomen of the "sandwich generation"--baby boom women dealing with children and their own retirement plans on the one hand but also with the healthcare and financial affairs of aging parents. Today's women face huge family, financial, and career pressures in a way I, as a man, thought I understood but clearly didn't appreciate properly before reading this book. If you are selling a product, planning a political campaign, or worrried aobut how this nation deals with social security and medicare, I think it is well worth your time.
This book is filled with fascinating survey data about what women have DONE, especially in just the last decade, but not much about women WANT. And fascinating facts there are. Two of my favorites are that:
60% of all women aged 40 to 69 are single (!), and
65% of all car purchases are made "directly by women."
When I went to law school in the early 80's, 47% of my class was women; however, at that juncture, most women were modeling men. What I noticed was they really didn't own their own power as women. They were more like a female version of men. And, in the 80's, that was true in corporate offices as well. Today, that is all changing. Women are finding their own version of Power.
The majority of my market is women - I built my own companies and today I work with small business entrepreneurs who want to create millionaire success while being true to their core values and doing something that brings them a sense of passion and purpose. That fits the woman profile.
I purchased "What Women Really Want" because a highly successful woman friend (entrepreneur/investor) recommended it. This is a true treasure trove - it is filled with information that EVERY business owner or professional who serves women NEEDS to know!
This book has information I haven't found anywhere else - the specifics are almost endless. The theme is clear: women are coming into their own power on their own terms - and they are finding ways to express their own unique selves and needs in every aspect of what they do, from how they live their lives, to how they run their businesses and how they enjoy their relaxation time.
I strongly suggest that if you serve women or just want to know more about women in the 21st Century that you buy this book today.