The document discusses research conducted by John Gerzema and Michael D'Antonio surveying over 64,000 people in 25 nations to understand how feminine values and strengths are being used innovatively and successfully during times of crisis. Some key findings include that feminine traits like empathy, cooperation and care for community are seen as important for leadership and morality. Examples are given of entrepreneurs and organizations applying feminine approaches to address issues like conflict, scientific collaboration and care for the elderly. The research aims to show how a more feminine approach can create a more hopeful future.

1. THE ATHENA DOCTRINE:
HOW WOMEN (AND MEN WHO THINK LIKE THEM) WILL
RULE THE FUTURE
@JOHNGERZEMA
1 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

2. A NEW BREED OF ENTREPRENEUR SPEAKS OF COMBINING ‘CHIKARA’ (POWER)
AND ‘AI’ (LOVE) TO SUCCEED IN A TIME WHEN COOPERATION IS AS IMPORTANT
AS AMBITION. ICELANDERS CROWDSOURCING A NEW CONSTITUTION MAKE
“PRUDENCE AND RESPONSIBILITY” THE LAW OF THEIR FROZEN LAND. BEST-
SELLING AUTHOR JOHN GERZEMA AND HIS CO-AUTHOR PULITZER-PRIZE
WINNER MICHAEL D’ANTONIO TRAVEL NEARLY FOUR TIMES AROUND THE
GLOBE SURVEYING 64,000 PEOPLE IN TWENTY-FIVE NATIONS AND ON-THE-
GROUND INTERVIEWS FROM COLUMBIA TO BHUTAN, BERLIN TO BURMA TO
LEARN HOW THE MOST INNOVATIVE PEOPLE ARE DEPLOYING FEMININE
STRENGTHS AND VALUES TO RECOVER FROM ECONOMIC AND SOCIAL CRISIS
AND CREATE A MORE HOPEFUL FUTURE.
THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM)
WILL RULE THE FUTURE
2 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

3. WE TRAVELED THE WORLD CONDUCTING INTERVIEWS
AS WELL AS SURVEYING 60,000 PEOPLE IN 25 NATIONS
REYKJAVIK
STOCKHOLM
LONDON BERLIN
SEATTLE BRUSSELS BEIJING
SAN NEW YORK
FRANCISCO ANNAPOLIS ATHENS TOKYO
ST LOUIS TEL AVIV NEW DELHI THIMPU
LOS PARO
ANGELES JERUSALEM SHANGHAI
AHMEDABAD KOLKATA
MEDELLÍN
NAIROBI
BOGOTÁ
LIMA
THE LARGEST QUANT/QUAL 25,000 RESPONSES IN ON THE GROUND INTERVIEWS
RESEARCH PROJECT DEVOTED TO 17 NATIONS COMPRISING IN 50 CITIES, IN 15 COUNTRIES,
FEMININITY IN GLOBAL CULTURE 68% OF GLOBAL GDP LOGGING 250,000 MILES IN 2 YEARS
3 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

4. Shortly before 3pm on March 11th, 2011 a massive tsunami came ashore. Thirty-foot
high waves of water traveled almost three miles inland. Boats were perched on tops
of houses. Cars looked like toys discarded carelessly on the floor of a boy’s bedroom
floor. And the cannery known as The Kinoya Seafood Company was completely
destroyed.
As rescue workers searched for survivors, they began to notice little tins caked in
mud and debris that dotted the coastline. Though the labels were washed away, the
cans were intact, so they made for a quick meal – although you weren’t sure you
were getting tuna, flounder or mackerel. While others protested the government’s
handling of level 7 meltdowns of three reactors at Fukushima, a large group of
concerned citizens traveled to Ishinomaki, where they gathered, washed and
transported the cans back to Tokyo.
But how do you sell something with no label? The cans were left on the store shelves
bare, but then people began decorating them with messages of support and unity.
As I ate canned mackerel with Kimura-san, the company’s President – he explained
how citizens helped recover and sell 800,000 of the one millions cans of fish that
went missing. Across the nation they became known as Japan’s ‘cans of hope’.
NAGATO KIMURA
KINOYA SEAFOOD CO.
ISHINOMAKI, JAPAN
4 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

5. ÖRN BáR⇥UR JóNSSON
CONSTITUTIONAL COMMITTEE
MEMBER
REYKJAVIK
Orn Johnsson is a constitutional committee member of Iceland’s new
government, where bankers there inflated a financial bubble that
wrecked the national economy. They wrote a new constitution through
crowdsourcing, making “prudence and responsibility” the law of their
frozen land.
5 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

6. BUT WHEN PEOPLE ARE ASKED “WHAT MIGHT MAKE THE
WORLD A BETTER PLACE” -- ONE FINDING STOOD OUT:
“THE WORLD WOULD BE A BETTER PLACE IF MEN
THOUGHT MORE LIKE WOMEN”
100
90
80
70 72%
68% 69%
60 65%
63% 53%
50
51%
57% 55%
52%
40
58% 51%
30
20 ADULTS
MILLENNIALS
10
MEN
0
US UK CHINA INDIA
6 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

7. TEAM PLAYER AGGRESSIVE DEDICATED STRONG GENEROUS DARING RELIABLE RUGGED
UNIQUE GLAMOROUS DOMINANT ARTICULATE VULNERABLE ADAPTABLE PROGRESSIVE
DRIVEN OPEN TO NEW IDEAS LOVING TRUSTWORTHY STUBBORN CHARMING OVER-
BEARING UPPER-CLASS GUTSY HUMBLE PLANS FOR THE FUTURE GOOD LISTENER
ARROGANT TRENDY HARD-WORKING GIVING SENSITIVE POISED COMPETENT PATIENT
KIND RESTRAINED DARING PASSIVE STYLISH PROUD UNDERSTANDING FUN RIGID
ORIGINAL GOOD AT MULTITASKING ANALYTICAL GENTLE BRAVE EMPATHETIC AMBITIOUS
ENCOURAGING DOMINANT SINCERE INTUITIVE CONFIDENT SOCIALLY RESPONSIBLE
DECISIVE PERCEPTIVE DOWN TO EARTH PASSIONATE FLEXIBLE SELFISH CREATIVE
TRADITIONAL CUNNING 30,000 PEOPLE TO RATE 200 TRAITS ON
WE ASKED CARING CANDID REASONABLE INTELLIGENT STRAIGHT FORWARD
COLLABORATIVE CAREER-ORIENTED SOCIAL CAREFREE INVOLVED SELF-RELIANT HEALTHY
DIFFERENT HONEST AUTHENTIC LOGICAL ENERGETIC / FEMININE / NEUTRAL.
WHETHER THEY WERE MASCULINE EMOTIONAL SELFLESS GLAMOROUS
UP TO DATE ASSERTIVE SENSUOUS 30,000 PEOPLE TO RATE THEM ON
WE ASKED A SEPARATE DISTINCTIVE INDEPENDENT COMMUNITY-ORIENTED
ANALYTICAL FRIENDLY COMMITTED FAMILY ORIENTED COOPERATIVE CONSENSUS
LEADERSHIP, SUCCESS, HAPPINESS AND MORALITY
BUILDER EMOTIONAL AGILE POPULAR NURTURING CONSCIENTIOUS LOYAL COMPETITIVE
OBLIGING INNOVATIVE CURIOUS DYNAMIC NIMBLE PROGRESSIVE IMAGINATIVE
RESILIENT NATURAL LEADER DEPENDABLE VISIONARY DIRECT AFFECTIONATE DEVOTED
EXPRESSIVE FREE-SPIRITED FOCUSED SUPPORTIVE UNAPPROACHABLE HELPFUL SIMPLE
7 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

8. FEMININE ATTRIBUTES MORE STRONGLY RELATED TO
LEADERSHIP
LEADERSHIP
100
STRONGLY RELATED TO LEADERSHIP
90
80
EXPRESSIVE
PLANS FOR
70 FUTURE
REASONABLE
60
FLEXIBLE
LOYAL
RESILIENT 50 PATIENT
COLLABORATIVE INTUITIVE
40
PASSIONATE
30
ANALYTICAL INDEPENDENT
20
SELFLESS
Y = 0.38X + 41.556
AGGRESSIVE 10 R² = 0.33571
PROUD
-80 -60 -40 -20 0 20 40 60 80
MASCULINE GENDER STRENGTH FEMININE
8 Source: BAV USA All Adults, Q1 2012. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

9. LEO RISKI
CULTURAL ATTACHÉ, FELLESHUS
BERLIN
We met Leo Riski cultural attaché of The Felleshus in Berlin is the first
shared embassy in the world which houses all five Nordic countries.
Felleshus is Danish for ‘House for everyone’. The Nordic model is very
matriarchal, and based on ALIGNING GOALS and SELF-INTERESTS to
THE BETTERMENT OF ALL and a model of 21st century diplomacy. The
irony was not lost on us that directly across the street isThe Syrian
embassy, which was protected from graffiti attacks and constant
protest, a stark contrast indeed.
9 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

10. ORNA BARBIVAI
GENERAL:
ISRAEL DEFENSE FORCES
TEL AVIV, ISRAEL
In Tel-Aviv we met General Orna Barbivai, the highest-ranking
woman in the Israeli Defense Force. The IDF is the first, and only
military to put women into combat roles. General Barbivai told us
she approaches military strategy from the perspective of a ‘mother’.
More than capable of using FORCE when confronted, the general
feels women can also READ SITUATIONS FROM MANY ANGLES and
assess OUTCOMES of actions before taking them. General Barvivai
believes in engaging to de-escalate conflict. And she should know:
Her two daughters guard checkpoints at Syria and The Gaza Strip.
10 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

11. IJAD MADISCH
CEO/CO-FOUNDER
RESEARCHGATE
BERLIN
In Berlin we met Ijad Madisch, a medical researcher who kept
‘getting stuck’ on his experiments. When he asked peers for
help he learned it is taboo to show VULNERABILITY in the
‘ego-driven world of scientific research. He moved to Berlin
and created a ‘Facebook for scientists’. His goal is to get
scientists out of their cubicles and to work together. Ijad’s
HUMILITY is paying off: several collaborative advancements are
already being published.
11 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

12. FEMININE ATTRIBUTES MORE STRONGLY RELATED TO
MORALITY
MORALITY
100
STRONGLY RELATED TO MORALS
80
60
LOYAL
PATIENT
40 SELFLESS
EMPATHETIC NURTURING
REASONABLE
20
CONFIDENT FOCUSED PLANS FOR PASSIONATE
RESILIENT
-80 -60 -40 -20 0 FUTURE 20 40 60 80
PROUD EXPRESSIVE
COLLABORATIVE FLEXIBLE
DECISIVE
-20
INDEPENDENT
INTUITIVE
ANALYTICAL
AGGRESSIVE -40
-60
Y = 0.5233X - 1.9431
-80 R² = 0.54514
-100
MASCULINE GENDER STRENGTH FEMININE
12 Source: BAV USA All Adults, Q1 2012. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

13. EMILY BOLTON
DIRECTOR
SOCIAL FINANCE
LONDON
Social Impact Bonds are becoming popular in the UK because
they take public sector risk into the private sector. Social
investment means the government will pay a share of long-
term savings to investors if the project they fund lowers future
government costs at an agreed upon rate. One Social Impact
Bond attempts to lower the rate of re-offending prisoners from
Peterborough prison who served less than 12 months. If the
rate is lowered by 7.5% investors earn money, otherwise they
lose their investment. Social Finance demonstrates
COMMUNITY, COOPERATION and shared OUTCOMES.
13 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

14. CATALINA COCK DUQUE
FOUNDER:
FUNDACION MI SANGRE
MEDELLIN, COLOMBIA
Imagine a fashion show where ex-rebels parade in drag for the
amusement of former victims: Catalina Cock Duque runs Fundacio Mi
Sangre – the My Blood Foundation, which stems violence in Medellin
with job training and counseling to ex-rebels fighters in FARC or the
Revolutionary Armed Forces. At a farm outside Bogota, ex-guerillas
and their families can live for a year with citizens they once terrorized.
Catalina’s program stands for EMPATHY and FORGIVENESS: “they
begin to see each other as human beings, which can’t be done when
you are holding a gun, and it’s the only way you can get to peace.”
14 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

15. JONAS VIG & MÅNS ADLER
FOUNDERS:
BAMBUSER
STOCKHOLM
In Stockholm we visited Bambuser, which created the first live streaming
video from a mobile phone. Jonas and Mans thought they were creating a
social entertainment platform only to become the people’s voice of the
Arab spring live from Tahir square and become the first website that the
Egyptian government shut down. Bambuser upended dictatorial
government control to become the first true neutral media in the Middle
East. Bambsuser is now the live real time network from the street
detailing the Syrian attack on Homs.
15 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

16. MIT AgeLab
CAMBRIDGE, MA
College students at MIT, at the peak of their energy and health, were tasked
with wearing the AGNES (Age Gain Now Empathy System) suit, to try and
understand what it feels like to be in your mid-70’s. The suit restricts joint, neck
and leg movement, has shoes that reduce your sense of balance and as
expected, they’re unable to turn their blinker off. This is a story about
innovation catalyzed by empathy. The generational divide that has become
such a prevalent story is disappearing as 20 year olds are beginning to think
like 75 year olds. Started in 1999 at MIT, the AgeLab has been working to find
solutions to make life more livable the ageing post-industrial civilizations. We
met with Dr. Joseph Coughlin, Director of the MIT AgeLab, to try and learn why
empathy has become so important for innovation
16 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

17. FEMININE ATTRIBUTES ARE MORE STRONGLY RELATED
TO HAPPINESS
HAPPINESS
100
STRONGLY RELATED TO HAPPINESS
80
60
CONFIDENT LOYAL PATIENT
REASONABLE EXPRESSIVE NURTURING
FOCUSED 40 PASSIONATE
PLANS FOR
RESILIENT FLEXIBLE EMPATHETIC
FUTURE
20
INDEPENDENT SELFLESS
PROUD COLLABORATIVE
-80 -60 -40 -20 0 20 40 60 80
DECISIVE INTUITIVE
-20
ANALYTICAL -40
-60
AGGRESSIVE Y = 0.6469X + 18.159
-80 R² = 0.49548
-100
MASCULINE GENDER STRENGTH FEMININE
17 Source: BAV USA All Adults, Q1 2012. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

18. GRANNY HOLLY
PARTNER:
GRANNIES, INC.
BANBURY, U.K.
In London, we met Granny Holly, one of the platoons of grandmothers
who make hand-knitted scarves and hats for the British start-up,
Grannies Inc. Young people across Britain turn to the comfort of these
extraordinary women, who sew messages of HOPE, LOVE and
ENCOURAGEMENT into each garment. You can even pick out your
own granny! True to the values of NURTURING and LEGACY,
Grannies Inc. slogan is “There’s wisdom in the wool”.
18 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

19. KARMA TSHITEEM
SECRETARY
GROSS NATIONAL HAPPINESS
COMMISSION
THIMPHU, BHUTAN
In the tiny kingdom of Bhutan Karma Tshiteem is the secretary of the country’s
Gross National Happiness Commission, which translates the king’s vision for a
happy nation into government policy, focusing on work-life BALANCE,
PATIENCE and having PERSPECTIVE. Here, new economic models based on
quality-of-life rather than GDP including Bhutan’s values is that growth does
not harm the greater good.
19 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

20. “MAN OR WOMAN, YOU NEED BOTH
MASCULINE AND FEMININE TRAITS
TO THRIVE IN TODAY’S WORLD.”
—81% AGREE
20 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

21. ALL OVER THE GLOBE, PEOPLE REALIZE THAT MASCULINE STRUCTURES NO
LONGER WORK. TRADITIONAL INSTITUTIONS AND THINKING BUILT ON
DOMINANCE AGGRESSION AND HIERARCHY ARE SUCCUMBING TO A
TRANSPARENT, COLLABORATIVE AND CODEPENDENT WORLD. IN THIS TIME OF
S O C I O - E CO N O M I C , P O L I T I C A L , G E O G R A P H I C , G E N E R AT I O N A L A N D
TECHNOLOGICAL UPHEAVAL, THE MOST INNOVATIVE PEOPLE ARE DEPLOYING
FEMININE STRENGTH AND VALUES TO MAKE THE WORLD, BETTER. THE TYPE
OF FEMININE LEADERSHIP WE UNCOVERED AROUND THE WORLD IS NOT SOFT
AND SQUISHY BUT RATHER, WISE AND QUIETLY STRONG, LIKE THE GREEK
GODDESS ATHENA, WHO WAS KNOWN FOR HER WISDOM, SKILL, CIVILITY AND
FAIRNESS. THE ATHENA DOCTRINE IS NOT ONLY A SUGGESTION ON HOW TO
PURSUE PERSONAL SUCCESS, BUT HOW TO IMPROVE SOCIAL AND ECONOMIC
DEVELOPMENT FOR AL AND HAVE A LASTING IMPACT ON OUR CURRENT
GENERATION AND GENERATIONS OF THE FUTURE.
THE ATHENA DOCTRINE: HOW WOMEN (AND MEN WHO THINK LIKE THEM)
WILL RULE THE FUTURE
21 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema