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To: GVTucker who wrote (173969)	4/3/2003 1:48:12 PM
From: Amy J	Read Replies (1) \| Respond to of 186894

Hi GV, RE: "Implicit in this statement (at least to me) is that a male CEO with a wife at home was unable to make up fair rules for a dual-working Gen X couple." No, that would be the wrong interpretation. Certainly a male CEO with a wife at home can make up fair rules for a dual-working Gen X couple (and I know many that do including probably one of my best mentors, a fair-minded listener that's a board member of our startup), but I hear too many companies don't (and let me know if you want me to give specific examples from some guys/gals without naming any companies - it's a reasonably common echo in the valley - one that I use to my advantage when recruiting top performers out. On second thought, if I were selfish, I'd probably keep the secret formula to myself.) that do it in a vacuum (the implied being that there are too many reputed to make up ineffective rules, and then without input). RE: "Every individual is different" Very true. We also belong to many different groups too (SI group, Dem vs Rep vs Indep, or whatever) and there are differences among each group. And the way to get along is to find the common and understand the differences. (One person made a post that said they were actually scared of people who were different from them. I thought, I find them interesting. Why else do I hang out at SI? : ) But if you were to market (define product or define rules) to a large group, most apply some type of gross assumptions aka demographics, but a better way is an individual survey (if you're lucky enough to afford one.) Can people give CEO's surveys? Probably not. Btw, the internet is allowing for increasingly more one-to-one individual marketing that's doing away with some of the gross consumer marketing that stumbles over the individual. Following demographics can be self-defeating for the unchosen ones. For example, one of the best consumer marketing executives in the Valley (she's an advisor of mine that's awesome and her product made #1 in sales volume on amazon (hightech) and it also got a huge spread of a blessing by WSJ) - made the assumption that she would market her product lines to young guys. I wandered by into one of her meetings one time and asked, why. I said, if you do that, then you run the risk of not attracting women buyers or older men, and your revenue numbers might start showing that only young men are buying your product (because you've skewed the message to them), and so you'll believe your approach is right, when in fact, you could get more from a different group if you don't assume older men and women don't like techno. She said, you're right, but who would risk the revenue to test that out on a first launch when I've got demographic studies showing me this path will work for sure? Only large companies can afford to risk the experiment of the unproven territories of consumer marketing. I'm here to make money, not find or develop it." Yet another reason to be glad one doesn't work in consumer marketing. Regards, Amy J