Bridget Brennan

“There are many reasons for this, which we’ll explore throughout the book. But one is that it isn’t just men who misunderstand their female audiences. Women executives have been schooled in the same conventional wisdom of business that men have. And many find themselves going against their better instincts at work or refraining from putting forth their ideas because they don’t want to cast themselves in the soft pink light of femininity, in case it’s used against them. There is no doubt: the companies who invest in understanding their primary consumer are winning. In the pages ahead, you’ll learn how these companies are changing the rules, dominating their markets, and reinventing their categories. From upstarts such as method and lululemon athletica to titans like Procter & Gamble and MasterCard Worldwide, these mavericks”
― Bridget Brennan, Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers