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In aggregate, women represent a growth market bigger than China and India combined—more than twice as big, in fact. Given those numbers, it would be foolish to ignore or underestimate the female consumer. And yet many companies do just that, even ones that are confident they have a winning strategy when it comes to women. Nine out of ten Victorian-age doctors agree. Most companies have much to learn about selling to women. In the Boston Consulting Group fielded a comprehensive study of how women felt about their work and their lives, and how they were being served by businesses. It turned out there was lots of room for improvement. More than 12, women, from more than 40 geographies and a variety of income levels and walks of life, responded to our survey.

They thought that the required qualifications were…well, required qualifications. What held them ago from applying was not a erroneous perception about themselves, but a erroneous perception about the hiring process. This is why, I think, the Hewlett Packard report finding is so a lot quoted, so eagerly shared amongst women, and so helpful. For those women who have not been applying designed for jobs because they believe the assured qualifications must be met, the gauge is a wake-up call that not everyone is playing the game so as to way. For instance, a McKinsey account found that men are often borrowed or promoted based on their ability , women for their experience after that track record.

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