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What Women Want = Better Life for Men

by Shari Graydon

American author Paco Underhill’s new book, What Women Want is currently generating lots of ink and brisk sales for pointing out what ought be obvious by now: No business can afford to ignore women’s power and presence.

Our dominant influence over broad swaths of consumer spending has been acknowledged (if not accommodated) for decades. Now Underhill charts the degree to which attending to women’s priorities and concerns can make or break even companies in industries that are seemingly far removed from spheres traditionally seen as women’s domain.

Central to his book is the argument that “…by walking the female path, you end up making things better for women and men.” … Another good reason for news media to solicit and feature women’s perspectives on a wide range of issues that affect us all.

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