Cindy Gallop's Recipe To Fix Business World: Add 3 Women

By Amy-Willard Cross

Entrepreneur Cindy Gallop wants to change the world.  She has started to disrupt porn's de facto sex education with her groundbreaking website, Make Love Not Porn (which we reviewed here). 

Gallop has also had a run at the advertising business, where she worked for decades, reaching great management heights. If We Ran the World, attemps to change marketing--getting companies to work with consumers on action and making change. This month, she made big news by offering her prescription for reworking the advertising industry and adding a female-informed perspective in a much-shared column in Adweek.

Gallop calls it the new creativity and suggests it might redesign the industry, increase profits and deliver a happier and more productive working environment. And while it's certainly a fix for the advertising industry, Gallop's suggestion could be used in any other male-dominated business to improve its inner health--and potential results.  That goes for Hollywood (are you listening?), banks, boards, companies that make stuff that they sell to women.  The three women factor has been proven in research about women on boards; after reaching that quota, they stop being perceived as "women directors" and become "directors".

There are just three easy steps, pass them on.

• Identify the areas within your agency/business/holding company that are all-male or male-dominated. Change that.
• Don’t change it by hiring or promoting just one woman. She’ll be isolated and surrounded by the status quo and will have to adapt to it, and she won’t be able to make a difference. Two women doesn’t work either. Make it at least three. Three or more women at the top of your creative department, on your management team, on your board begin to make a real difference and change the environment, the culture and the output.
• Do this on merit. (Nobody is suggesting for a moment that you hire or promote women just because they’re women.) Actively search out the talent overlooked in your agency because it doesn’t fit pattern matching. Tell recruiters you want to see an equal number of brilliant male and female candidates for every brief. Demonstrate publicly that you’re part of the New Creativity. You’ll attract the best women—and the best men.

Then step back and see what happens.

Photo courtesy of Cindy Gallop