Gender is the most potent determinant of how a person views the world and everything in it - more powerful than age, income, race, and geography. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not, it doesn’t take into account the one piece of information that trumps all else: the sex of the buyer. It is stunning how many companies overlook the psychology of gender, when we all know that men and women look at the world so differently. Brennan provides field-proven business practices that give readers the tools to create, market and sell products and services to the world’s most powerful consumers. When times are tough, as they are now, here is a fresh perspective that provides an invaluable competitive advantage. Bridget Brennan provides both the big picture and a pragmatic how-to about what needs to be done Monday morning.