DLDwomen 10 Book

The Female Decade
June 10-11, 2010 | Deutsches Museum, Munich
omen w
DLDwomen location Deutsches Museum
What is DLDwomen?
DLDwomen (Digital Life Design) sheds light on the Female Decade and its womenomics and puts focus on future developments in technology, digitization, markets and society. DLDwomen discusses new initiatives and targets, explores the influence of media and the extensive flow of data and information on the role of women in our society. The DLDwomen The Female Decade experience is concepted and executed by DLD Media and builds on the extensive creative network and competence of the successful annual DLD Conference. DLD serves as a platform for discussion and debate as well as for progression in times of transition for global thinkers, CEO's, futurists, entrepreneurs, investors, scientists, opinion formers and creative talents. The conference is a unique hub to exchange experiences on all major leadership, health and economic issues and offers the chance to benefit from a unique platform to lead discussions, announce projects, get new business ideas and extend the network.
About this book

The Female Decade, last years first DLDwomen, has fueled a debate ongoing to this day. This book is a collection of the panels, summarizing the most important topics and outlining the discussions held on June 10-11, 2010. It is a guide to recap the interesting conversations and compelling presentations of DLDwomen. The female debate is literally put on the table, uniting topics like diversity, female leadership, the female consumer, and many more. This book about DLDwomen provides insights worth knowing and documents a societal development that has never been more relevant than today and is the basis for a discussion that will continue at DLDwomen 2011.
Thursday, June 10, 2010

14 | Foreword
Words on DLDwomen from our founding Partners
16 | Opening
Maria Furtwngler-Burda // Steffi Czerny
18 | Leadership in the Female Decade

Dalia Marin // Georg Graf Waldersee // Silvana Koch-Mehrin // Jill Lee // Moderation: Wolfram Weimer
22 | Erotic Capital
Catherine Hakim // Introduction: Jacob Burda
24 | Female Factor: Will to Power I + II

Eleanor Tabi Haller-Jorden // Floriane de Saint-Pierre // Antonella Mei-Pochtler Patricia Riekel // Christine Haderthauer // Antonella Mei-Pochtler
30 | The Truth alive in You Silence in our crazy World is possible!

Gangaji
32 | Lunch Break
hosted by Sixt // Introduction: Regine Sixt
34 | How to Cook your Life

Doris Drrie // Ulrike Zeitlinger
39 | The Future of Media from a Female Perspective

Sarah hrvall // Annelies van den Belt // Daphne Wu // Katharina Borchert // Linda Abraham // Moderation: Jochen Wegner
42 | We Care: Protecting Women & Children Online

Antje Weber
43 | Ujam Demo
Peter Gorges // Axel Hensen
44 | Peapod Youth
Performer: Janay and Miari Scott
48 | Jealousy
Catherine Millet // Introduction: Christine Eichel
52 | Fashion, Style & Blogs

Julia Freitag // Michael Michalsky // Moderation: Jessica Wei
56 | Women want more: THE FEMALE CONSUMER

Challenge: Andrew Robertson // Alex Kelleher // Kate Sayre // Luciana Broggi // Steve Rogers // Moderation: Susann Remke
60 | Its my Fashion: Meet a Shooting Star

Sukhinder Singh Cassidy
62 | Lets share! Communication with more than 100 million readers

Paulo Coelho // Gabriele Zedlmayer
66 | Challenge and Change

Zaha Hadid in a conversation with Hans Ulrich Obrist
70 | Impressions & Moments

DLD Chairwomens Dinner
72 | DLDwomens Night
powered by Burda Style Group
Friday, June 11, 2010

76 | Breakfast
Workout with Reebok Easytone
77 | Frauen machen Europa

a Breakfast hosted by CSU Frauen Union
78 | Opening Day II
Wolfgang Heckl
80 | Female Risk Management & Investment

Sonali de Ryker // Ana-Cristina Grohnert // Dunya Bouhacene // Moderation: Jennifer Schenker
84 | Hormons steering Power

Hendrik Lehnert // Inga Neumann // Christian Elger // Kathrin Schaudig // Moderation: Maria Furtwngler-Burda
88 | Bodies & Business

Susie Orbach // Moderation: Maria Furtwngler-Burda
94 | Female Future: Companies for the 21st Century

Caroline Seifert // Roby Stancel // Dorothee Ritz // Hanna Sievinen // Moderation: Ulrike Zeitlinger
98 | Speed up!
Susie Stoddard
100 | The 3P Concept: Performance-Power-Publicity

Tina Mller
102 | Lunch Break

powered by HP
104 | How to Empower Innovation and Talent

Ria Hendrikx // Petra Kiwitt // Moderation: Ursula Schwarzenbart
106 | Talent Management in Crisis Whats in for us?

Susanne Kl
108 | The New Shopping Experience

Massimiliano Benedetti
109 | Women & Tech Use

Thomas H. Kaspar
110 | artnet Talk

Marie-Jo Lafontaine // Jennifer Flay // Gina Kehayoff
112 | Women on a Mission

Juliana Rotich // Joana Breidenbach // Jehmu Greene // Mitchell Baker // Isabel Maxwell // Ozlem Denizem // Suhua Newton // Konstanze Frischen // Moderation: Idit Harel Caperton
116 | Coverage 118 | Imprint
Welcome to DLDwomen
Give up linear thinking! The connected digital world transforms our lifes: It speeds up change and innovation in business, politics, health and lifestyle. DLDwomen offers tasty food for thought and action. DLDwomen is about you, me and us. DLDwomen is on women empowerment. Stephanie Czerny DLDwomen Founder and Host
Welcome to the Female Decade
Female entrepreneurship has a great legacy at Hubert Burda Media. It was Aenne Burda, my husbands mother, who created one of the worlds largest fashion media houses, from a tiny sewing-pattern publishing company in the years after 1949. In the summer of 2010, it only came naturally that we have launched the DLDwomen conference. The DLDwomen conference shed light on diversity and explored the Female Decade and its womenomics in all aspects of life; technology, digitization, markets, family and society. In stark contrast to the common conference rooms filled with black ties and grey suits, the gathering remained colourful and glamorous at all times. It was a lively exchange of visions, with other exciting, successful and extraordinary women - and men. And it was two Midsummer Night Dreams in a row! As the Chairwoman of DLDwomen, I was truly honoured to welcome all guests and partners in the technological heart of Munich. I hope you will enjoy reading and reliving the magic moments! Maria Furtwngler-Burda DLDwomen Chairwoman
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Thursday June 10, 2010
DLDwomen 2010
Foreword
DLDwomen an ambitious project of this format can not be executed without strong and trustful partners. We want to thank them for their engagement and commitment that made the first DLDwomen the outstanding event it was.
Founding Partner Mercedes/Daimler
Ursula Schwarzenbart Director Global Diversity Office & Performance und Potential Management Daimler AG DLDwomen the title sounds variable and exciting. The program neither reduces women to the role they take in their job nor to the role of being a partner or mother. At the same time, DLDwomen approaches interesting topics such as erotic capital, health and hormones - all this taking place in Germany with an international mixture of people. This is really something special! With these first impressions and much interest, I went to DLDwomen and came back being completely overwhelmed. I have been Diversity-Manager for five years now, encouraging people to identify and live the potentials that foster diversity in companies, organisations and society. Diversity management always means and this applies to all countries to also campaign for more women in leading positions. No matter which country you look at, you will always notice, that there are significantly less women holding important positions and functions than men. To create awareness for this subject, to face it and to think about how the situation can be changed, is an important goal on the pathway of making companies and societies more equilibrated and better for all. 52% of the worlds population are women, up to 85% of all buying decisions are made by women. The global economy could unfold its greatest growth potentials by inspiring women for its products and services. As a study from Catalyst suggests, it is not without reason, that investors are increasingly applying diversity criteria when assessing the sustainability of companies. According to Catalyst, the right mix of women and men on a companys top level leads to better decisions. Women and men are equal to each other and at the same time different and it is important for us to recognize this potential and to use it more. DLDwomen offers the ideal platform to discuss these topics on a high level and contributes towards publicly establishing diversity management as a resource. It is not only economically sensible to exchange experiences and ideas, to learn and to network, it is also an important social claim to be able to be equal and different to others at the same time and by doing so, to work towards a future that could be better for all.
Founding Partner Dt. Post/DHL

Ria Hendrikx Executive Vice President for Human Resource Guidelines Personnel and Labor Management Deutsche Post DHL DLD is a fascinating event because it contributes in a very creative and dynamic way to the inclusion of women in the top-ranks of our working society. The open exchange of knowledge and experiences from so many inspiring women across the world encourages to continue to drive the diversity topic! Petra Kiwitt Executive Vice President of DHL Solutions & Innovations Deutsche Post DHL For me DLD means a mixture of different cultures in a colorful atmosphere. It was an impressive experience to be part of it. I very much enjoyed to meet such highly motivated women in one place.'
Founding Partner Ernst & Young

Ana-Cristina Grohnert EMEIA Financial Services Director Diversity & Inclusiveness Ernst & Young Ernst & Young is very proud to be amongst the founding Partners of the DLDwomen Conference and
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Network. For the past years we further enhance the appreciation have accelerated our involvement of the power of inclusiveness for in international initiatives and business and society. The conference programs, which promote econoin June 2010 was an important mic independence for women and kick-off. We will be there to push the advance gender equity in business boundaries, ignite new ideas, and and society. We understand that continue to challenge the status quo. the full participation of women in Together with DLDwomen and our the social, political and economic fellow founding partners we hope realm is a critical prerequisite for the movement and the ideas will ensuring sustainable socio-economic continue to grow and expand. development across nations in the future. Through our sponsorship Founding Partner and engagement in global forums incl. the World Economic Forum Accenture in Davos, the Womens Forum for the Economy & Society in Deauville, Susanne Kl Managing Director WeConnect International Network supporting women entrepreneurs; Accenture our Entrepreneurial Winning Women Initiative as well as a series of DLDwomen10 was conceptualized thought leadership publications we to talk about womenomics and aim to reframe the gender debate. the female decade. It identified an DLDwomen is an important part of essential trend at a nascent stage. Tothis critical agenda. day, more than ever, women are set Reframing the gender debate means to gain power and make a difference changing the discussion from fixing- in a changing global economy. The the-female-problem-approach to recent economic crisis and the rea realizing-womens-potential panewal of the European Union (EU) radigm and harnessing women as a equality legislation in September powerful new source of innovation, 2010 could propel this trend. Due prosperity and growth. to the crisis, management boards DLDwomen facilitates this shift in across organizations are being asked perspective and in 2010 provided to relook into their processes and a platform to showcase a rich pool suggestions with regard to diversity of creative, inspiring and powerful since how they dealt with them in women, recognizing outstanding the past might have brought them performance and encouraging other into crisis. women to confidently go their way. But DLDwomen grows beyond the Accenture has been driving fact- and gender divide and makes the conKPI-based inclusion and diversity. nection to the broader challenges of The Accenture High Performance diversity, inclusiveness, sustainability Business Research, like the Phoenix and responsibility. DLDwomen Report 2011, shows an empiricallyis also about a new and inclusive proven correlation between diversity leadership paradigm for the 21st in top management teams and a century, new opportunities in the companys growth, profitability and way we manage our business, new capital market success. The Phoenix approaches in the way we appreciate Report defines diversity in terms of and leverage human capital and different factors such as experience, talent, innovation driven by diverse education, academic background, perspectives, new market opporinternationality and gender. tunities, and much more Our In addition to other aspects, the expectation is that DLDwomen will results of the report reveal that
companies featuring higher diversity in gender are among the top-listed at the stock market. It seems to be the rule of the capital market that a company with a heterogeneous management team operates more successfully, and this success is clearly attributed to gender-related synergies. Hence, the increased number of perspectives adds to a teams decision-making competence. For example, a status quo is more likely to be called into question if multiple teams are involved, which ultimately propels toward making decisions at high standards. The results of the survey also show the impact of gender diversity on profitability. In a nutshell, the findings reveal that diversity is the key in many respects. With its business, consulting practice and research expertise, Accenture has proven that a broad spectrum of ideas and competencies in heterogeneous markets and multi-polar economies enable teams to effectively cope with increasingly complex challenges. Diversity, a key to success in the twenty-first century, requires international networking, communication and inclusion along with assertiveness and target orientation. The premium platform DLDwomen will inspire female employees to connect with one another, actively seek support, exemplify the potential they hold and achieve their desired goals. Accenture is happy to team with DLDwomen in creating a unique cross-industry, global and thoughtleading professional network for women and beyond.
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Steffi Czerny // Maria Furtwngler-Burda // Marcel Reichart
Thursday June 10, 2010 DLDwomen 2010
OPE
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ENI ENING
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DLDwomen 2010
Leadership in the Female Decade

If you want something to be said invite an man, if you want something to be done invite a woman.
The debate on Leadership in the Female Decade brought together three extraordinary women, and one male quota hero to talk about the past and current issues regarding gender inequality, integration of women into the workforce, quota controversy, and ways to empower women for a brighter professional future. With each experienced participant representing the different fields of politics, academics and the corporate world, the group brought an immense and diversified insight to the important topic of female leadership. Starting off, Dr. Wolfram Weimer states that after years of affirmative actions, there is still a poor representation of women in senior managing positions in the corporate world, nevertheless he points out the greater advancement in the political world. His first question is therefore directed to politician Dr. Silvana Koch-Merin, is it easier for women to have a career in politics than in business? First Silvana emphasizes that the advancements in the political world are not satisfactory yet, referring to Angela Merkel being the only current female leader amongst all E.U. countries, and less than 10 countries worldwide are run by women. Responding more directly to the question she states: Politics is under bigger public observation, and it is about the benefits of having the actual representation of the people, it is not only about having the men represented but women too, it is about having the diversity represented. Therefore she sees it as a more obvious condition to have a larger female representation in politics than in business, however she hopes it will even out eventually and that female representation in the corporate world will be acknowledge as an important factor from a business perspective, and not because it is colourful or politically correct. Next Dalia Marin is asked for her opinion on the famous glass ceiling notion in the corporate world, whereto she answers: There are two explanations to why women are underrepresented amongst CEOs; one is that there is still discrimination, so somehow there is a glass ceiling, she adds that today equally 50% Jill Lee // Dalia Marin // Silvana Koch-Merin // Wolfram Weimer // Georg Graf Waldersee
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[1] Jill Lee former Chief Diversity Officer of Siemens AG until 2010, who has experienced being the first female CFO in China, [2] Professor Dalia Marin, a mastermind of economic research, who has taught in Vienna, Munich, Berlin, at Harvard and Stanford University, [3] Representing the political world, Dr. Silvana KochMerin is Vice-President of the European Parliament and holds the chair of the High Level Group on Gender Equality and Diversity, [4] Wolfram Weimer, Chief Editor of Focus Magazine, [5] From the corporate world Georg Graf Waldersee, Managing Partner with Ernst & Young Germany, Switzerland and Austria.
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DLDwomen 2010
I absolutely support that a management team has to have different people, and
men and 50% women graduate from university, yet a very small proportion of these women actually end up leading enterprises. The second explanation is due to self-selection, a phenomenon she gets from behavioural economics, a cross discipline between economics and psychology. She says that one result that was published two years ago, shows that women actually shy away from competition, but not from competition per se, but from competition with men. Dalia explains that the women in the behavioural economics studies have the same qualities and are as excellent as the men they compete with, however the perceptions of the women are that they will not be as good as the men. She concludes, gender inequality has a lot to do with the self-perception women have, and the stereotypes that have been created in society. Dr. Weimer brings the attention to Jill Lee and changes the focus to the realities in corporations, when he asks about her thoughts on diversity in corporate Germany, as an Asian woman. Jill recognises there is a strong value in place for respecting individuality in Germany, people are brought up to have their own opinion and have critical views, yet the moment you enter the workplace she says, you recognise there is a very strong rigidity about how things are to be done. Jill argues that the diversity dimension is not only a question of gender, there are many forms of diversity and if these are all taken into account, it becomes even more urgent to change the norms in the corporate world. As an Asian women working in Europe, Jill shares her views on the continental differences in tolerating diversity: Asian people are brought up after a certain thinking pattern of conformity, however, Jill emphasizes, due to the large amount of foreign investors and western companies entering Asia, Asian people are bombarded with diversity in the workplace. So what we are no brought with in our thinking by the regiment, we have to cope with in reality and that is where I see the difference between Asia and Europe, Jill finishes. Dr. Weimer takes the discussion in a new direction, by bringing up the debateable topic of female quotas in the corporate world and asks Georg Graf Waldersee to share his view on gender equality and quotas. Waldersee states that its not necessarily a question of quotation, its a question of what makes sense and what is better from a teaming perspective. He then adds, he believes in managing by setting targets and: The issue that we are now talking about is so important that you simply cannot believe that there will be automatic changes. He insists that change is necessary but: It is one the most difficult change management process any of the major companies have to go through in these days, and if they dont go through these changes they will miss a chance. Silvana agrees with Graf Waldersee
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has to have females, males and people who come from different backgrounds.
and considers quotas a necessity, as: It is absolutely necessary to have the representation of women. Dalia joins the debate by again stressing the substantial difference in the self-perception of men and woman. Dalia used to be against the quota principle but she is now convinced that quotas give women a higher chance to be successful, because they will know that a high percentage of their counterparts are also going to be women, which she argues helps self-perception issues. Dr. Weimer slightly changes the direction of the discussion to the management competencies of men and women. When addressed with the question of whether, she thinks, there are any specific differences between male and female leaders, Jill answers: Its really about individuality. But there are certain attributes that are common, women may perhaps take more time to communicate more, and they can be more observant on emotional needs besides business needs. After highlighting that female leaders also have weakness to often expect others to think and act like themselves, she adds: I absolutely support that a management team has to have different people, and has to have females, males and people who come from different backgrounds. Continuing the debate, Graf Waldersee shares his thoughts on how the issue has changed over the past few years: It has changed the awareness that we cannot afford to waste talents. If things dont change in five years from now, we will not be competitive in recruiting the right people for our organizations. He stresses his own company still has a long way to go, and in order to remain competitive, all global companies must deliver to the same standards of diversity, as their clients and partners. To round off a great debate, each of the participants is asked on their thoughts of the future of diversity and gender equality. Dalia encourages the DLDwomen audience by her final words: Times are changing and women fit better into to the modern organisational models () so the future of women looks very bright! Jill adds: Women must use all their power and courage to make their decision and then the speed of change can be faster. Graf Waldersee completes this by stressing: We must encourage women to make use of their power. We have to walk the talk! We need to make people aware of what has to be changed and set the right measures and make everyone accountable in major organisations, without this, nothing will change. Dr. Wolfram Weimer closes the debate on Leadership in the Female Decade by using an amusing saying from Woody Allen: There will be no winner in the battle of sexes, and do you know why? Because there is too much compassion for the enemy.
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EROTIC CAPITAL:
E|ro|tic-Ca|pi|tal [erotic Capitl],
Erotic Capital is a valuable fourth personal asset, alongside economic capital, cultural/human capital and social capital; it is increasingly important in affluent modern societies. Women generally have more erotic capital than men because they work harder at it.
definition taken from Wikipedia, 02/14/11
Catherine Hakim // Jacob Burda
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What is Erotic Capital? Two words that at first raise eyebrows, and seem to be unrelated, are actually considered to be a key personal asset increasingly affecting the success level of professional careers. For Catherine Hakim - doctor of Sociology London School of Economics it is something that, women have and men want. Perhaps the notion is better understood by first analyzing what some of the other important personal assets that people have, and bring to the labour market are. Starting with a persons Economic capital which is the belief that the more money a person has is strictly correlated with that persons likelihood of getting ahead in life. Second is Cultural capital, better known as the Human capital which is the belief that the higher levels of education, training and work experience a person has had, directly translates into higher incomes and therefore; higher levels of success in life. Last is the notion of Social capital which is the idea that the more contacts and social surroundings a person has, results in higher positions and a better chance in advancing in life. Erotic Capital however, is a new concept that Catherine argues is a fourth personal asset with just as significant value as economic, cultural and social capital. Erotic capital, shouldnt be mistaken
solely with beauty, physical appearance, or either sexual attractiveness, (even though they also do play a vital role): It has also lots to do with a persons social attractiveness being able to relate to people and being charming, Catherine says. Having these traits can be fundamentally important in building personal as well as business relationships. Although some men also show signs of Erotic capital; Catherine believes that whether its through the usage of cosmetics or other methods of artificially enhancing their appearance, women are starting to become more attractive because they are taking better care of themselves. Erotic capital is often exploited in various industries such as the advertisement industry or the entertainment industry where it has significant value. When it comes to the labour market however, Catherine states that, the affect of Erotic Capital is much more hidden, much less visible but its there. People who are considered well above average when it comes to social and physical attractiveness, can earn up to 12-20% (and even 27% in some extreme cases) more than those who are considered well below average. Research also demonstrates that people are more likely to get married and have boyfriends, or even get jobs
of their choice if they are considered more attractive. Surveys also point out that the notion of Erotic capital is most important in the labour force of people who are below the age of 30. According to her, this notion of Erotic capital is becoming more and more important in modern, liberal and affluent societies. She points out that even in an industry, such as politics where physical traits used to have no importance, there seems to be a shift of attention due to the extreme media exposure of the candidates. People tend to care much more on how the politician look or behave in front of the camera, as opposed to what their policies are said to be. Whether you like it or not Erotic capital is valuable. []We should take advantage of it because by in large, this is one asset that women score higher than men. Catherine ends her speech by stating that women should not limit themselves and should go ahead and use their attractiveness as well as their intelligence, determination and motivation for their advantage. She concludes by quoting Chairman Mao: Walk on two legs
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Female Factor:
WILL TO POWER I
Eleanor Tabi Haller-Jordan // Floriane de Saint Pierre // Antonella Mei-Pochtler
from left to right Eleanor Tabi Haller-Jordan (Catalyst), Floriane de Saint Pierre (Floriane de Saint Pierre & Associs), Antonella Mei-Pochtler (Boston Consulting Group)
The Will to Power session brings new and interesting views on the harsh realities of female representation from the top of the corporate world. Moderator and DLD CoFounder Steffi Czerny and three powerful women discuss gender based stereotypes, the decision process behind reaching executive
positions, the female values of power and how to raise the next generation, our children. 20 years ago Floriane de Saint Pierre decided to found her company Floriane de Saint Pierre & Associs, which recruits women at top management level in the fashion and
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luxury industry. Ever since, she has been dedicated to executive and talent search in strive for getting more women in top positions and on boards, which is not always an easy task. Floriane visualises her concerns of the lacking number of women on international boards to the DLD audience, by showing a range of photos from an article in Fortune Magazine (Best Boards, 17th may 2010). She declares: I was very concerned when I read this article saying best boards, and it had so little mention of women. Yet, the problem is much
on. Even though research concurs that there is more diversity amongst women, than between men and women, the common misconception of women being a monolithic group, makes it so much harder to solve the fundamental problem of gender inequality. Therefore the mission at Catalyst is to drive change with research providing a wake-up call. Catalyst did an interesting survey focused on the informal culture of organisations, surveying over a thousand middle managers (35% women and 65% men) across four
bigger than gender inequality, when it comes to creating value, Floriane believes its is about diversity in a much broader sense including nationality, age, background, gender and differences of skill sets as tools to improve and drive performance. Following Floriannes presentation, Eleanor Tabi Haller-Jorden from Catalyst (a global research and advisory services firm) says: It really is a sort of horrified and sobering picture, and I think a part of changing the picture is to change the conversati-
regions of Europe on typical male and female leadership competencies and attributes. Eleanor explains: almost consistently men were found to be more competent in taking charge behaviour; problem solving, decision making and women were perceived as being innately more competent of taking care behaviour communicating and team building. These findings are proven to be problematic, as the survey population considered the predominantly male taking charge behaviour attributes more important in competitive per-
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formance. Hence the survey reveals, women are from the outset expected to be at a disadvantage, regardless of what they might be bringing as an individual. To Eleanors frustration: by being part of a collective something called women, we are perceived as not adding to what is important to business competitiveness. Stereotypes are evidently something that dominates the corporate world and something women fight on a daily basis. I am in a very male dominated company. For me it has become a game, you have to take it as your personal game to beat the stereotypes, Antonella Mei-Pochtler, a Senior Partner & Managing Director from BCG declares. She acknowledges that there are many barriers in making it to the top and there are glass ceilings everywhere, but women who really want to get to the top can. In her opinion: You need to make your personal balance sheet; what do you win and what do you give up, and then you can decide your career path. She also believes the priorities of women change with age, much more than with men, which is why most female CEOs usually are forty to fifty, or at least have grown up children. A problematic stereotype on female will to power is that men tend to think women are not willing to assert power in a consequent way. Antonella states that it is up to women to change the perception and prove there are many ways of asserting power. Women are likely to succeed when utilising female values such as; the often underestimated power of women being the key consumers, secondly women for the most part educate children, thirdly women have erotic power which is not a negative power and lastly women often have very sophisticated ways to influence people. She encourages the audience: To reflect more on these values of power.
What to do with the power once you have it is the next big challenge. As men tend to use power for things that are more in their self-interest, women tend to put greater thoughts into their influence, hence help shaping a better, loveable and liveable society. Steffi therefore wonders why society still doubts that women want power at all. Eleanor is convinced it is due to the fact that women end up compelling with stereotypes because the power of stereotypes is pervasive. In order to fight the stereotypes, Eleanor agrees with Antonella: Knowledge is power, and knowing how these stereotypes play out, arms you with some clever techniques to fight them. Despite the many challenges women face, gender inequality seems to be changing for the better. According to Floriane, the economic downturn has left more room for inclusive values in managing countries and economies, so women have a bright future ahead of them, if they commit and drive their own change. Building on the future prospects, Steffi brings up the topic on how to raise the next generation, their children. Antonella believes that self-confidence is key and her children have to be somewhat egoistic in order to advance. If guided right, the next generation will build strong backbones in terms of values, in terms of self-confidence, in terms of own judgement, and importantly high social competences. The panellists agree that women tend to have greater social competences which increasingly becomes an important and competitive capability for reading people and trying to determine the course of a continuously evolving world. In order to improve social competencies it is crucial to truly understand cultural differences. Only through first hand experience living and working in a variety of different cultures, one discovers there is no normal.
Eleanor states that individuals and companies need to learn how to do less judging: We are so inclined to judge before we explore. She stresses, exposing cultural differences to children at an early age is vitally important. Floriane agrees, and equally stresses the importance of intuition, something that seems to be lacking in the corporate world. Social competencies, cultural savvy and intuition might be strong female attributes; however Antonella considers it equally important to be hard and consequent. As a professional Antonella has been very consequent at times, which has led to her being labelled as a shark, however she embraces this label because it acknowledges her strengths and power. To round off the panel discussion, Steffi is keen to hear the panels views on what has changed in five years time. Eleanor answers: The pain threshold is increasing, not only in companies but the sheer frustration level of women. She believes this indicates that change is bound to happen soon. She encourages the audience to: Try to drive change from the inside out, live your change. Floriane adds: Commit! Stick to your decisions and remember women have strong power of influencing. Slightly more sceptical, Antonella states: Not a lot will have a change, but we will have witnessed a reflection process, we will really start to feel the pain. It is a long process but I am positive. Overall it is an optimistic panel that Steffi enthusiastically invites back in five years, and she hopes by then, the world will have witnessed some great improvements.
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Female Factor:
WILL TO POWER II
The second part of the Will to Power panel at DLDwomen features Patricia Patricia in a conversation with Christine Haderthauer and Antonella Mei-Pochtler. Patricia Riekel, editor-in-chief of BUNTE, opens with the final question of first part of the panel, namely Where will we be in five years?, immediately responding by saying that it is not about women invading the world of men in general but rather getting to the top and being successful there. Trying to answer the question of how to achieve this, Patricia says that women dont only want professional success because they, unlike men, have other possi-
bilities to achieve fulfillment: raising children, being an excellent tennis player, nurturing a marvelous rose garden, and many more. It seems that women have the possibility to get recognition and gain respect in many other fields. Another question that is discussed is whether women can stand the cold and solitude that reigns at the top. Christine Haderthauer counters by stating that many women, before taking that final step to be on top ask themselves Do I really want this? Do I need this? Am I willing to pay the price? She continues by supporting Patricias argument that a womans perspective on luck and personal fulfillment is
Patricia Riekel // Antonella Mei-Pochtler // Christine Haderthauer
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multidimensional and more holistic, whereas men have more of a onedimensional perspective on bliss, namely job-related success. When power becomes female, the power leaves is the statement Patricia puts up for discussion. It is elaborated that female leaders seemingly convey less authority and therewith competence than their male colleagues, and therefore are less accepted and liked even among their gender peers: One has to like it not to be loved. Antonella, Senior Partner and Managing Director at the Boston Consulting Group in Munich and Vienna, takes part in the discussion arguing that one has to enjoy the emotional cold, and not many women tend to do so. An additional problem she sees with women in leading positions
is that women have a problem with e.g. firing or criticizing someone. Women feel remorse when doing something humanely negative such as firing someone. The Bavarian State Minister for Labour, Social and Family Affairs and Women, Christine Haderthauer shows that this can also be perceived positively: Women take things personally and are therefore able to learn and grow from these things; men have this emotional frigidity where they can shut their minds from professional criticism affecting them personally. Women should consider that more. Patricia goes on saying that it is cruel and somewhat disgusting at the top; a woman cannot walk into a corporation with female emotionality and warmth and expect things to be that way. Is the top even worth
getting there for females? Does it represent the world like it should be? Christine states that it is exactly why women should get to the top, for it is only there that they have the chance and power to change the structures: Learn the rules of the game, then change them for the better. Antonella agrees, but also raises awareness that getting to the top will cost sacrifices. She emphasizes that there will have to be some women willing to endure blood, sweat, and tears to get into the positions where they can eventually change things. The conversation continues by giving credit to men who get forced into pursuing the path of professional success; they are disadvantaged that way since they have no alternatives as they were mentioned at the panels start. Patricia: Women are
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part of forming this path. To which the Minister replies: As long as women do not deem men successful in other roles than as managers, women cannot expect men to be interested in making different life choices. Coming back to the thought that a female leader tends to be watched closely by female subordinates and welcomed with a lot of rivalry, Patricia demands that women start trusting women, letting them fly an airplane or be a corporate leader. Christine Haderthauer concurs and adds that women think more holistically and especially more sustainably, which she attributes to the genes and historic long-term role of the females. Life is made of compromises and according to the three panellists women are sometimes not willing enough to compromise after all.
It has been widely discussed that it can be lonely on the top, and Antonella adds that women need a good portion of healthy egoism and a strong mind with commitment to what they want from their jobs: Making this clear will reduce the scepticism and mistrust, as it will lead to a more calculable female personality. The panel has almost ended when the discussion shifts to the work mentality that rules Germany. This country is so much focused on being present, like none other. If businesses and firms want to survive in the future they will have to create opportunities for their employees, especially talented and often underpaid women to be able to design their own work-life-balance. This is something that is the disease of many Human Resources Depart-
ments: they mistake job performance for time that I keep my desk chair at body temperature as Christine puts it. Companies that wont create these possibilities will not get the best and most qualified employees anymore. It is not only about talented females but also men are starting to want a good work-life-balance: Enabling this will be a factor of success for many corporations. It is up to the young professionals who are entering the work lives now and start to build a career to make it clear to these businesses that they want a good work-life balance, and the companies will be forced to adapt.
Christine Haderthauer
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The Truth alive
in YOU
Gangaji is an American Spiritual teacher and author who travels the world speaking to seekers interested in self-realization. Her main message lies within the invitation to shift your allegiance from the activities of your mind to the eternal presence of your being. Gangajis life took an unexpected turn in 1990 when she took a trip to India and met Sri H.W.L. Poonja, also known as Papaji. He is the person who ended her search for total fulfilment and led her to the life of spirituality. Through her life and words, she powerfully articulates how it is really possible to discover the truth of who you are and to be true to that discovery. Among her many works are: A Diamond in Your Pocket; Just Like You, An Autobiography. She has also formed a non-profit organization known as the Gangaji Foundation that is dedicated to making Gangajis teachings available to those who seek for absolute fulfilment.
Silence in our crazy world is possible!
Gangaji
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LUNCH BREAK hosted by SIXT

During the DLDwomen 2010 Regine Sixt, a close friend of DLD and the renowned women behind Europes leading car rental company, hosted an inspiring lunch event. In order to start off this lunch, Regine shared how she applies the seven primary Indian Chakras theory to running a business in modern digital time.
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1. Base Chakra stability in a challenging time of changes Regine emphasizes the importance of making business strategies that last for generations, and with her company reaching their hundred year anniversary, Sixt has surely proven to successfully achieve long term goals. 2. PASSIon CHAkRA In Ms. Sixts world, passion means possessing the enthusiasm to take on new challenges and successfully achieve your goals. The passion of the entrepreneur has remained in the Sixt organisation for almost a century, and driven the firm from a little office in Munich to being present in 105 countries worldwide. 3. sola r Plexus Chakra self- Control At Sixt, they permanently work on their self-control and management skills in order to remain successful: Just like a top athlete that trains his abilities every day, we act as a strong team that follows clear principles and guidelines. 4. anahata Chakra heart & love Regine Sixt describes this Chakra as the female ability to create: I see my female role at Sixt as anchoring the power of love in our organisation, as she believes in: Management by love. 5. THRoAT CHAkRA Communication A key strength of Sixt for decades. As Ms. Sixt puts it, she has functioned as: The companys marketing machine, which has helped Sixt become: The pioneer in our field ahead of our competitors.
6. BRow CHAkRA knowledge In our digital world, knowledge is a basic key to success. As information is the most important fuel in knowledge based society, it is to her great appreciation that her sons have developed the digital platforms necessary to integrate large amounts of digital information. 7. Crown Chakra ethics An ethical code of conduct is the benchmark of all actions at Sixt:Ethics directs us away from manipulation and misuse of power. Ethics have motivated Regine to launch the childrens aid association Drying Little Tears. As a finale topic to share with the audience, Ms. Sixt brings up the subject of emancipation. Most people believe I am an emancipated woman, which I am, but only to a certain extent. Rather ironic, she declares her emancipated views come from the most important men in her life; her father for bringing her up as if she was his only daughter, her fatherin-law for
involving her in Sixt and not allowing her to play the role the traditional woman, and lastly her two dear sons who are now both in leading positions at Sixt. Regine emphazises: The central idea of emancipation should not be to fight men, but to give women around the world the chance to be free and to be who they want. She then adds a strong remark: I appeal to women not to loose their femininity in the strive for emancipation. As her finale words, Ms. Sixt declares that: Power and success makes beautiful. In this time of the information age, technical devices help women more than ever to be successful in business and in life, which is why she finishes with the encouraging words: who, if not us? Let us take the future in our hands.
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ok co to life ow ur H yo
Doris Drrie helds a leading position as director and author in the German movie industry. Her movies Mnner, Bin ich schn? or nackt became an international success. Her work includes not only famous movies but also documentaries, novels, short stories, children literature and opera productions. She has been awarded for her work several times, with the German film prize, the German book prize and the Herald Award. At DLDwomen she gets questioned by Ulrike Zeitlinger, Chief editor of women magazine Freundin and Freundin wellfit.
Ulrike: The name of our Panel is How to cook your life, which is also the name of one of your films. So, my first question would be, for you personally, what are the ingredients of your life, given the fact that you have so many different jobs and also being a mother? Doris: Well, that is a difficult question. Maybe I should start with why I actually did this documentary How to cook your life because usually I make films for the cinema. I did encounter a Zen priest, because I have been practicing Zen philosophy on and off for about 15 years; I am a failed Buddhist. I am a really sloppy practitioner. Anyways, I ran into this man, a Zen priest and cook, who also teaches Zen philosophy through cooking. I found this really interesting because I had my really bored 14 year old teenager with me on this Zen retreat. There was no electricity, so she could not use her iPod, her computer or her phone nothing. She really was bored to tears. Meanwhile the Zen priest taught a cooking class and out of boredom she participated in it. All of a sudden, not only did she wake up, she also became a very happy being. All of you, who have teenagers at home, know how hard it is to make a teenager happy sometimes, especially when there is no electricity. This really made me wonder what had happened. I think, and this is also the reason why I decided to make this documentary, it was that she all of a sudden had to do something with her hands. She just was present in that very moment, so she was in the same place with her mind and body. This is something we are not so much used to anymore these days because what we do most of
Dorris Drrie // Ulrike Zeitlinger
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the time in this digital age is that we are with our body in one place and with our minds in another space; so body and mind are usually separated from each other. I figured this is something I also should learn to be present in that very moment. This is something Gangaji also talked about earlier, to become aware of the present moment.
things go right what happens when things go wrong? As a film director, I am also a manager, you notice: Most of the time things go wrong. That is just what happens on a film set, things go wrong all the time.
Ulrike: Yes, they do! That brings me to my next question about how can you plan your life then? Because you can plan that things go wrong but The other main issue in the docuin the end, things end up going a mentary is during cooking things different way then you thought they are bound to go wrong, for example would. So, Doris, looking at your life your cake could burn in the oven, as a professional film maker, how did you do not have all the ingredients you plan your life? Where did it go in needed for this special dish etc. Or another direction and how did you you think you are able to prepare this get back on track? meal and when you are about to serve it at a dinner party, it is rotten or Doris: Things go wrong with the something went completely wrong idea that there is no way you will for the very first time. So, things ever entirely succeed in your life or do go wrong! I always found the that things are bound to go wrong. interesting, much more than when This thought is very much contra-
dictory to what we, in the western world, believe in. We more believe that in a very deep level that one day every thing just falls right into place, that everything will be just great, that we and our families will be happy, we will be successful and there will be enough money etc. So we do have this utopian idea that one day, I am going to be slim and beautiful enough, that one day it is all going to work out. Ulrike: Is that typical for the western world or also typical for females? Doris: Definitely both. Probably the thought that everything will come together is even more a female one. I still dream of my perfect bikini figure, I mean, it is totally insane I will never have it (laughs). Even when I did have it when I was 18 years old, I hated myself. I remember
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myself sitting on the beach in a sweater, because I would not dare to wear a bikini. This is just a metaphor for accepting that things will not go right. I try to adopt this no-concept to this concept of things going eventually right for my way of working. Because I realized that I, as a woman, am more used to things going wrong, especially when I became a mother and be a film director at the same time. I most of the time was in a horrific situation when I tried to find the perfect babysitter again something which is not going to happen ever (laughs). So I ended up directing a film with my child on my knees. I was talking to the actors and my child at the age of 3, is interfering all the time saying No, that was great!. This led me to a total exhaustion, I was close to fainting on the set because you do work 14 or 15 hours sometimes on a shoot. I had to juggle but I just could not keep all my balls up in the air. I realized that when you make mistakes or things just do not work and you have to admit that, it opens up a space. If you learn how to use that space, something interesting happens: creativity. This happens because with admitting, everybody gets space to breath. I had to experience a lot of suffering, but after some time I realized that this could be my female system, my female way of working. So after a time of total exhaustion, of deep doubts and horrific incidents on the set, I tried to change my style of working to that. Though I must admit, I needed something else in my life which was tragic in order to realize that concepts or plans do not work out. I was a quite successful director, I have made big hits, for example I have made a film called Men about exactly them, which has grossed about 45 Mio. US-Dollars worldwide. Or I made a Hollywood movie with
a talking penis if you can imagine what a great career move that was (laughs): I went to Los Angeles thinking in my insane mind that it is going to be easy to make a film in the United States about a man and his talking penis. Well, it did not work too well. The brief anecdote shows that I have come a long way. In the end of the editing of this film, I found myself having to discuss the music this talking penis would listen to in the film with the executives of Coca Cola. Film is still a mens world and there was this long, long table with 25 executives in their business suits and me, the only woman in the room. They told me that they did not think that an American penis would do jazz music. That was a Hollywood ball game which wasnt really my taste. I mean, this little episode was quite bizarre. But I realized that my strings are probably in some place else, in language and also in creating stories on a different level. Then I did something, which I call a diet, the Dodo Diet: I did big films, then small projects and then I turned my mind to something big again and so on. I realized with time that a small project or a cheap film is much more fun because I can open it up more and I can use my concept of no concept which I explained earlier. So I drastically reduced the hierarchy which usually arises on a shoot automatically underneath 60 to 80 people in a crew in order to manage such a crowd. In a small crew it is much easier to ban all hierarchy and to invite everyone into the process of making this film. So, the concept of no concept, meaning that you have to have a plan and then try to open it and invite everybody in to add their energy and inspirational artistic value. This works really well.
Ulrike: Would you say it is also about trusting the process what we should learn? Doris: Yes, trusting the process, trusting mistakes and stupid ideas. The problem mostly occurring in hierarchy is that nobody dares to say anything stupid. Everybody tries to appear really smart, clever and goodlooking. But to admit, weakness and the freedom to express a stupid idea is very important in a creative process. A lot of times a stupid idea becomes something really interesting when you turn it a little bit around and look at it more closely. It can become all of a sudden to exactly what you were looking for. Still, it is kind of hard to establish an atmosphere where everybody feels free to express such ideas. At the same time, you have to control the space because if it becomes totally anarchistic you are hardly going anywhere; a film shoot still costs about 100,000 a day. That means you have to be fast and be moving. At the same time I try to make it a playground which apparently is a more female thing to do; to also trust the playground and to not needing a hierarchy. I am perfectly happy when no one takes me seriously. Due to the fact the process has to be taken seriously not me as a person within a hierarchy. The main thing is the process, because it is where the creativity takes place. So, this is the idea of how I work now. It is really a bizarre way of shooting that nobody else is doing. I mean, of course there are films being done within small crews or small technical support but not in the style that I work. I tried to adopt this to the TV world quite recently when I had to shoot a 6-part mini-series about menopause which really raised quite a storm in this country. Still, it is a taboo issue since it is on the upper level.
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This world is still a male world. The reason why I created this series was when you zap through German TV around prime-time, you see a lot of women, fictitious characters who have nothing to do with all of us, all this women in this room here. When I realized this, I got really mad because I thought, where are we? Are we in the 1950s? What is happening to role models, fictitious characters and the sheer spectrum of what women are now in this world? Where are these women on TV as a mass medium? That is why we sit out and wrote the script for this very obscene, ambivalent and bizarre TV series that deals with menopause. We tried to make it as funny and at the same time as serious as we could. Ulrike: I really enjoyed it as well as other old projects of yours. Could you share with us a little bit what your next projects are going to be? What are you working on right now? Doris: Im not traing to make plans, or at least not too many. Like Gangaji explained earlier, if I dont make myself stop and I have to rehearse every day to make myself stop I might loose my creativity. If I keep running and running after the next project, I forget why I am doing this and I dont see the necessity of it anymore. And suddenly it becomes a career move or something that has nothing to do with my creative urge. Ulrike: You mean to stop between projects is also important to reload your batteries and to get new energies? How do you do that?
Doris: I have a stopping device: my blue hammock. I have this hammock for twenty years now. I go to the little cemetery in Schwabing (a quarter in Munich) or the English Garden, in which I exactly know which trees have the right distance to hang up my hammock. Usually, I dont have more then 20 minutes or half an hour lying in it, but this hammock is my little paradise and my break. Only yesterday, the gardener from the City of Munich came by and told me that it iss actually forbidden to do that. But I figured, he is not going to be around much. So, really, I try to have no plans. I try to stick to a very famous Haiku Poem, which is something that I will never achieve, something that is very hard for us being working women. The Haiku Poem goes like this: Sitting quietly, doing nothing, spring comes and grass grows by itself. My immediate instinct is to say What do you mean, the grass grows by itself? It is not unless I make it grow. Because I am so used to making things happen all the time. This rather quickly leads you away from your actual motivation of why you do things. I even painted this Haiku on every wall I found to remember it and to practice it. Its really hard although this takes a lot of effort from me to let things go their course and not to become to pushy about things. This is one of the problems women have to deal with, that we try to manage everything and to try to stay on top of things all the time. Doing so, is not only totally exhausting but also creates a lot of
fear. Controlling things makes you anxious about age, illnesses, death, of things that unites us, that we share if we want that or not. But we do share all these things, since we are all afraid of age, sickness and death and since we all become old, sick and die eventually. What really makes us worry, which is not our career, business or money. But being a human being and sharing all those fears is something I am trying to talk about in my stories and films. In order to do that, I have to stop and reconnect especially with women. I dont only have three sisters but also have very, very dear female friends. I was wondering in our lunch break earlier who of all of you successful and beautiful women could function the way you do without your best female friend. I think that is something that is far more important for us that we have female friends who support us and enable us to do what we are doing. This is probably far more important for us than for men or at least in a different manner. Also, my three sisters or my mothers are all women of the 1970s. I look at you women now and I think, Well if it was 1975 now, this could be the first Womens Conference, but we wear very expensive cloth all of a sudden. Without this female support, we could not really do anything at all. Ulrike: Wonderful last sentence, I would say. Thank you very much, Doris.
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Women use the Net to engage with other people where as men use it as a platform to voice their ideas.
Jochen Wegner, moderator, kicks off the panel by asking his panellists how woman use digital media on a global scale. The incentive of the panel is to address issues of gender in the Media sector and try find plausible solutions in order to empower women in the Digital platform. logies. Her data points out that 58% of online transactions are actually being generated by women and that women spend an average of 16% of their time on Social Networks.
Katharina Borchert ex-blogger and current CEO of Spiegel Onlineshares her thoughts: Women use Linda Abraham, CMO at comScore the Net to engage with other people shares some fascinating, neverbewhere as men use it as a platform to fore-published data revealing some voice their ideas. Unfortunately, men surprising numbers on current are more opinionated, vocal. They myths and misconceptions about the like putting themselves out there usage of online mediums of men vs. and we find that attribute lacking in women in a global standpoint. many women. According to her findings women are The characteristics that Katharina actually playing a much bigger role points out also happen to be one in terms of consuming content on of the reasons why at this day and the internet than whats understood age there arent enough women in as an industry. She argues that once executive positions especially, in the women connect online; they actually Media and Technology Industry. really engage and adopt new techno- This observation primarily relies on
Sarah hrvall // Annelies van den Belt // Daphne Wu // Katharina Borchert // Linda Abraham // Jochen Wegner
The Future of Media from a Female Perspective
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[1] Daphne Wu, [2] Sara hrvall, [3] Annelies van den Belt, [4] Linda Abraham
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that there are not enough female role models out there to lead the way to other women. Daphne Wu, who is the Managing Director of Caixin Media brings a different, global perspective as she believes that women have actually come a long way in managerial areas on the media side of business. I think in China in Media, Advertising and PR there are lots of women in senior level positions and lots of women managers, however, on the editorial side this is still very rare. Its harder for some panellists such as Annelies van den Belt Group CEO of SUP in Moscow to come to terms with the whole gender issue. She simply prefers to not to acknowledge it. Having said that, she does believe that there is crucial changes taking place in which the user now decides what they want to read, what they want to write in a world where the editor in the corner office, who in many cases is a man, decided how the consumer needed to consume their media. So, why is it then that the majority of web developers and creators are males? Sara hrvall who is Senior Vice President of Research & Development, at Swedish Bonnier Group, (who is also responsible for bringing print magazines to digital on the iPad) shares a recent experience in which she attended the Worldwide Developers Conference to find out that she was among the only females within a group of 5000 people. She states that: The only time I saw a woman during the conference was on screen when they were advertising this new face time feature on the iPad 4 where there was a video
conference between happy mothers cuddling their cute kids to the working father. The notion that most IT services are still shaped and managed by men raise many other questions that Jochen brings to light. What sort of impact has this on the strategic vision of companies? Sara points out some interesting figures of women who have graduated with a degree in Computer Sciences. The numbers show that there is a significant decrease in the area from a mere 37% to a 18% within the U.S. The findings also show the plummeting numbers of women with an IT related jobs from36% to 24%. The panel then gives way to a very sizzling discussion as to why the Venture Capital industry tends to be dominated by men? Sara states: Its not only a problem of VCs not acknowledging women, but its also about womens own perception of themselves. Research shows that 60% of men in executive positions refer to themselves as innovative where as this number is only 30% when it comes to women. So women dont believe they have great ideas when they obviously do, and I think theres self confidence thats needed. This issue of female perception happens to be recurring within the DLDwomen conference, and has been mentioned numerous amount of times in previous panels as well. Jochen then addresses the last question of the panel and asks the speakers for their opinions regarding the future of Media general (in spite of the whole gender issue) and whether they think quality journalism will survive the New Media era.
Daphne states that she personally believes in a combination of new media with old media. We believe in quality journalism which ever platform it may be. What our goal is to deliver the quality content to our audience wherever and whenever they want. Even though traditional Media is said to remain intact, technological advancements and innovations such as the iPad will continue to be created because as Sara puts it: People are getting tired of the endlessness of the web. Companies therefore, are in need to give attention to the outside of their traditional competitive and create new platforms in order to stay relevant to an ever-changing and growing industry. The panel ends with the understanding that lots of changes are happening in media as a whole, and that women are the driving force behind most the changes. Its women who now decide what they want to do on the Web, and how they want to communicate with their friends. This notion also has a huge impact on how money is being spent in general in media. In a continuously evolving industry, as Annelies puts it: The future of media starts today!
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We Care:
protecting Women & Children online

Parents should be more engaged in their kids online activities.
Antje Weber, Senior Manager Public Relations for Consumer Products at Symantec, whichs most popular products are the Norton Security Software packages, came on stage, bringing along a very interesting topic: The results of the Norton Online Family Report, an annual study researching online behavior. The survey the report is based on was conducted for the 3rd time, questioning 10000 people in 14 different countries. The Internet has obviously had a huge impact on individuals but also on our entire society. Social Networks for instance change the way we communicate. 26 Million Germans (that is more than of all German inhabitants) are active in social networks and 97 % of the asked children say they are social networking on a regular basis. Privacy issues fade into the background, the experience dominates. Other major findings of the report are that parents have become more aware over the past years of the
Internets impact on their kids life, be it risks or opportunities. Children themselves show ethical behavior and follow rules to avoid bad experiences online, while pursuing their main activities such as playing games, gathering information, doing schoolwork or communicating with friends. In total children spend about 12 hours per week online, which is too much, according to their parents but surprisingly also to themselves. Weber continues her presentation saying that there is still a lack of information flow from parents to kids and vice versa. Only 6% of all parents are aware that a computer is not the only device that their children can go online with. Concluding she appeals to parents to stay up to date, exchange information with their children, and create rules and guidelines. Weber closes stating that technology is a helpful thing, but it cannot replace the conversation and communication with each other.
Antje Weber
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Ujam Demo
above: Peter George and Axel Hensen, Founders Ujam right: Ujam Website
Ujam has been developed in collaboration with Oscar winning music composer Hans Zimmer (Rain Man, Gladiator, Lion King, The Dark Knight) and world recognised producer and musician Pharrell Williams (Madonna, Justin Timberlake, Beyonce). Co-founder Peter explains
Peter Gorges // Axel Hensen
By allowing people to share their musical creativity with friends and music fans around the world, Ujam is a revolutionary new platform, which everyone will be able to use to compose, produce and publish their own music.
that Pharrell and Hans did not get involved because of financial incentives: But because they wanted to be a part of something new. By singing into a computer, the Ujam software can transform the sounds into any instrument or combine instruments of all sorts. Ujam which is still in its early stages and not available to the public yet, is aimed to transform the music recording process, which is now done with very complicated recording software, into a playful and uncomplicated social mobile software attachment.
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The Peapod
Miari & Janay perfoming live on DLDwomen stage "Proud to be a woman"
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Academy
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Catherine Millet // Christine Eichel
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An Interview
Catherine Millet is editor of Art Press, a high-minded arts magazine which she founded more than 30 years ago. She broke rules by making confessions in her famous book The Sexual Life of Catherine Millet. Two years ago Catherine Millet followed up with her latest book called: Jealousy: The other life of Catherine Millet. At DLDwomen she gets questioned by Christine Eichel, editor of FOCUS Magazine.
ousy
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Christine Eichel: In your new book jealousy becomes an obsession. Obsession is torture. Its very rare that people write about this. What gives you the courage to make yourself very vulnerable by showing this side of your emotions? Catherine Millet: I dont feel as if I have made my self more vulnerable at all by writing this book. Quite the contrary, I feel that I gained a measure of confidence and strength from expressing myself. Christine Eichel: We spoke about performance today. How women who want a business career perform in social life just to be accepted. You seem to do that in a very unusual way, through being accepted in art scene and not in the business life of lawyers. Catherine Millet: Theres a phrase in Simone de Beauvoir memoirs that has struck me. It says that she never had any trouble being recognized in a professional capacity. I had the same good fortune as I evolved professionally in an artistic environment that is more open minded than if I had come up through the ranks in banking or university. I would go so far as to say, that this type of professional status that I had attained in the arts world protected me when I wrote a book that was so intimate and so avant-garde. They had to take me seriously! Christine Eichel: You mentioned Simone de Beauvoir - she instyled the idea that there is no biological gender is but that gender is rather a socially learned thing. Catherine Millet: I feel that Simone de Beauvoirs theory has been a little bit challenged since then because according to research there are now some physiological basis that are engrained even prior to socialization or education. I would
like to add something paradoxical which I feel, that it is perhaps, in the realm of sexuality more so than in the professional, or social realm that women have something to learn, still. I feel that it is much more a difficult step to take for women to discover their own sexuality than it is perhaps, for a man to do the same. Christine Eichel: As a young woman, you left your family that didnt offer lots of opportunities to have an intellectual life. Then there was the development of your sexual life and you even write a sentence that sexual and intellectual excitements sometimes emerge; its a coincidence between the both. Can you describe this? Catherine Millet: I apologize but I will fall into stereotypes now. I dont know if its the same here in Germa-
a lot more sexual Puritanism than there was when I was about 20. I am thinking about a number of incidences that recently happened in the press where risqu works were censored and Im surprised to realize that this call for censorship came from a generation thats younger than my generation. Christine Eichel: Do you think that there is a drop back to the fifties in a way? Catherine Millet: I feel that the conditions of society currently are much less favourable to realizing the accomplishment of our sexual needs or discoveries. Christine Eichel: What about showing emotions? You showed emotions like jealousy in this book, and what do you think in business performance? Women tend to hide
I think that women are embracing these new technologies because they are an affective means of their own reality.
ny; but in France in a certain time if a woman succeeded in business, people would say it was because she slept with so and so. I did the same. I mixed sex and work. I felt because I had enough confidence in my own intellectual prowess to mix the two. Christine Eichel: When you went into art business - I think to feel free was a political thing; to feel free also in the sexual context. Do you still think there is a political implication how the sex life is going on, and how the idea is going on? To find freedom in a way? Is there coincidence between a very liberal sex life, and liberal intellectual life? Catherine Millet: Unfortunately, we are living in a period that is actually regressing, and I feel like there is their emotions because they think that its not professional to be emotional. What do you think of that? Catherine Millet: I work with a lot of women, and I dont get the sense at all that they hide their emotions at work. I prefer boys better for that. I believe that I have accomplished quite successfully separating my professional face as the editor-inChief of a magazine, as a journalist from the character that I am in my books. Whats odd is that when one writes something about themselves, no matter how intimate it is, once its written and its out there, it belongs to somebody else. Whats really surprising is that strangers which I meet, or even people that I work with, will speak to me about the character of the book Catherine
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M. as if it were someone other than me, even though they are discussing it with me. Its as if its another person. They even allow themselves to say somethings that are a little risqu about the person or even over the line. And I wonder to myself, if they realize that they are talking about me? Thats the amazing thing about literature - that it transports people into a fiction and in that way its a protection for me when I write to write a fictionalized account. Christine Eichel: Lets go to the arts. You are an art critic, and I got the impression that female artists dont tend to work with traditional material like paint but with videos like Marie Jo Lafontaine. Do you think that this is typical just to gain new sort of terrain? Catherine Millet: I think that is particularly true of the younger generations. Other than Maria Lassnig who did mostly paintings, I feel that video is being embraced by a younger generation of women artists particularly. I think that women are
masochistic sexual relations. I also feel that she too shows something on the screen that no one else has ever shown on the screen. So gentlemen get ready to see the world through womens eyes now! Christine Eichel: So one could say that women describe the world, and they show their point of view whereas men invent the world. They want to create. I think there are many questions in the audience. Audience #1: Catherine, at the beginning you said that finding the right way into sexuality and getting the maximum joy out of it, is more difficult for women than it is for men. Do you think it would be good if we had a sexual education other than non-sentimental education? Would this resolve some problems? You think theres a chance to teach it in school? Why dont we? Catherine Millet: There are some programs in France that are beginning at the school level but I dont think that they are very well-done
invented by men so that every time they seduce a women, they can say that: shes only sleeping with me because she is so in love with me. Audience #2: My question follows directly on from your comments of just now. The feminist ideology would say that it is impossible for a woman to enjoy orgies or gang bang etc. And you broke that myth. But do you think that is relatively rare for women generally? Do you have a view on that, or do you think that might be far more general than what men would like to think than that feminist would like to think? And what has been the reaction of feminist in France to a publication of that aspect of your work? Catherine Millet: The reaction of feminists to my book was very weak because feminism in France practically doesnt exist anymore. I do feel that it is likely more of widespread than more things, and it is something that women enjoy as weve lived with men for a very long time. And yet women have been able to carve out a little nitch for themselves where they can let their own personal pleasures and desires flower. Its almost as precise as an ecology balance that within a mans world and environment a woman can create her own little eco-system in which to thrive. Audience #3: What about jealousy? Catherine Millet: I wrote the second book mostly because whenever I was doing presentations about the first book everyone always asked me about jealousy. There are different forms of jealousy, and the one that I felt was less of an emotion and more of a sexual urge. Whats surprising to me is that being the intellectual woman that I am; how I could be one day completely submerged by this urge that was so primitive.
There is still a myth that women can only find sexual fulfilment and joy within a couple or within a loving relationship.
embracing these new technologies because they are an affective means of their own reality. And women are very interested in finding their truth. So this is an effective tool for them to employ that. Tomorrow, at exactly the same time I will be speaking at an experimental film festival, and I will be speaking to a young filmmaker who recently completed a documentary about her family that is a strict, protestant family. She believes that in this movie, she will be able to show something of the family, that only a woman could show. Another young filmmaker that is of interest to me, films Sadoyet, and I dont personally believe in education for young children in school about sexuality. But it was a tradition in previous generations which was accepted that men did their own sexual education by going to brothels or prostitutes. It was kind of an accepted course, and I believe that women should be encouraged to also take on their own sexual education. There is still a myth, I believe, that women can only find sexual fulfilment and joy within a couple or within a loving relationship. I feel that this has to be shattered because thats not the only place! I think that it is something
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Style& Blogs
Fashion,
Jessica Wei // Julia Freitag // Michael Michalsky
What is the importance and influence of blogs today? How do they consume fashion news?
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pictured on the left page: Jessica Wei (Les Mads) and Julia Freitag (Styleproofed) pictured here: the girls with designer Michael Michalsky
There is no doubt that fashion bloggers have done a grand entrance into an industry known for its high entry barriers. There are many different opinions about the occupation of fashion blogging, nonetheless the evidence of the increasing power of these bloggers are to be found on first row of the most important fashion shows. Nowadays, bloggers sit next to the most influential editors, journalists and style icons of the fashion world. Julia Freitag, former editor of Glamour and Vanity Fair, now stylist and founder of Styleproofed.com and Michael Michalsky, founder and designer of Michalsky, discuss Fashion, Style and Blogs. Moderator of the panel is successful blogger Jessica
Weiss of LesMads, a blog initially supported by Hubert Burda Media, which has grown from a blog by two young women to now having about half a million readers monthly. The panel discussion starts with a question on how the two panellists consume fashion news. Michael states he principally watches people on the streets, though he reads blogs and fashion sites online combined with traditional print media. Information from non-fashion blogs is equally valuable, as fashion to him: Its much more than the clothes you wear, it is a reflection of how people react to social circumstances as politics and culture. Julia declares, in addition to regular media use, she has a natural curiosity that makes
her observant of people and styles wherever she travels. Furthermore she gets inspired by hands-on experiences with fashion products. The discussion leads way to a questi-
Everyone has access to information at all times.

on on when the panellists first started reading fashion blogs and what their opinion is on the importance of blogs today. Having grown up in the countryside where news travelled slow, Michael remarks he is still somewhat amazed and fascinated by the opportunities of the internet: Everyone has access to information at all times. Perso-
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nally he reads blogs because he is interested in fashion, yet as a designer the internet is a tool to observe how fast trends are spread. Julia has followed fashion blogs since the very first ones appeared and she reveals: Now I am addicted to street style blogs. Yet, as much as she likes blogs, Julia hopes there will be further progress and developments in the field, since there are too many co-existing blogs with very similar content.
argues that due to the subjective views of blogs, criticism should be weighed against the reliability of the blog and its writers. The most valid and experienced opinions are those that matter to him, such as the opinion of his experienced co-panellist Julia Freitag. Julia thanks for the compliment and adds: It shouldnt be a battle between the old and the new fashion opinion formers, it is the best of both worlds that counts. The new and fresh insights of the bloggers have benefited the fashion There is no doubt that the fashion industry in many ways, and both industry is at a crucial point of panellists are curious of what will change, the way people consume and happen next. In the future it will buy fashion has already changed. be interesting to learn, whether the Michael is convinced the internet new generations will understand the will continue to change the industry current generations affection for the power structure, especially the roles printed magazine, or if print media of: The Anna Wintours of the cease to exist. Julia emphasizes the fashion industry. While fashion importance of the interaction factor bloggers write about trends immedi- of new online media, and how this is ately from fashion shows, editors and a crucial differentiation from tradijournalists of print magazines find tional print media, where one is not themselves outpaced, waiting for able to communicate and interact magazine publishing dates. directly. Fashion blogs create a constant Reflecting on the interesting views news-stream of opinions, some more of the panel, Jessica wonders what positive than others. As a designer measures one should take to stay up under continuous review, Michael to date in a continuously changing
industry. Michael underlines the necessity of loving what you are doing, and from practical perspective, he believes blogs are important for staying up to date: They work as radars. The internet creates endless opportunities for communicating and exploring, and Julia emphasizes the importance of consumer listening to stay informed. Not only blogs and fashion sites influence the industry, the importance of social media, as Facebook, is growing rapidly. Summing up, Michael advises to stay up to date: You have to be interested in new online trends, yet mix it with traditional media.
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Julia Freitags Styleproofed.com
Jessicas successful blog Les mads
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WoMen Want More

THE FEMALE CONSUMER
This cool session as referred to by moderator Susann Remke senior U.S. correspondent of FOCUS magazine tackles a topic of the illusive female consumer. So, who is she? What does she want? What are the right ways to approach her? It is a known fact that females are not easily figured out but in todays world they have come a long way. Now, in the U.S. approximately 80 percent of the decision making process is made by women. So why, and how is this huge segment population ignored or depicted? This panel focuses on bringing change to a matter that is extremely crucial because after all targeting to women translates to lots and lots of money. Andrew Robertson president and CEO of BBDO kicks off the panel by a 15 minute challenge, demonstrating the main differences between the way men and women use the internet. According to Andrew, statistics point out that: There are more women using the internet all over Europe, and across North America. And the lines are about to
cross in China and India. 63 percent of all online purchases are made by women. Those women who are online spend more time than men. Given his findings, Andrew believes that the internet has become more of a womens medium and refers to it as the: World Wide Womens Web
Thats why, she believes, companies should create a buying environment that is easy, quick and time saving for women.
Alex Kelleher psychologist and Founder CEO of Cognitive Match returns to the topic of the specific differences between the male vs. In his illustrative speech where he female brain, and states: That altshares lots of video footage, Andrew hough differences are not huge; there touches a very fundamental topic are some key differences. These key in which he describes the 4 scientidifferences result in women perceifically proven differences on how a ving things such as images, colour womans brain works as opposed to and the processing of language a mans while using the Internet. completely different than men do. A basic example to his findings is that Susann then directs a question to most women tend to prefer round Kate Sayre Global Marketing edged products other than straight Expert for Boston Consulting Group edged products. Web companies theand co-author of book Women Want refore, must take these dissimilarities More. So, what do women want? into consideration while trying to Kate answers by simply saying: approach women. More time. Given the increase of the amount of women participating So, do Google or other search engiin the workforce (where they are nes have a specific way in targeting expected to add approximately 5 tril- women? Steve Rogers the man in lion to the economy) she feels that charge of user experience at Google women express that they need more UK answers: At Google we dont time for their basic needs. specifically target women, we dont
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2 Thursday June 10, 2010
[1] Andrew Robertson [2] Susann Remke [3] Alex Kelleher
Andrew Robertson // Alex Kelleher // Kate Sayre // Luciana Broggi // Steve Rogers // Susann Remke
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specifically target men. The main focus at Google is universality rather than gender based approaches. However, according to Steve this notion might change in the future because it is very different the way women approach technology and the way women feel about technology. In fact, some Google research demonstrates that women tend to down play their level of ability even though they are often just as good as men.
Luciana Broggi VP Chief of staff for Hewlett Packard adds to Steves findings that: A lot of women that buy [technology], because they are a little insecure about their knowledge on technology; still ask for advice from men. But usually, mens advice is based on what they need; not based on what women need. Another interesting finding that Luciana reveals is the result of a survey that was conducted at HP, which questioned what the number
#1 priority for women is said to be. The most consistent finding was that women wanted: Freedom as in free time for me. This finding supports the idea of Kate, in which women are interested of getting more free time to do things they enjoy doing. And that is how the web initially becomes such an important medium for them, because the Internet helps women doing things that in other instances would have taken them
Men use the internet for scoring points Men like to consuMe the internet Men live in a world of fantasy Men are all about the Destinatioin
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much longer to do. A good example of a brand that is good at targeting women according to Kate, is H&M because they have always remained very consistent at what they offerthey are fashion forward, and cheap. They really get their message across to women. And, as Kate points out as being crucial: If you want to market to women make sure to have a clear message. Making the product very simple, making the acquisition process very simple. Fundamentally,
providing good value for money But its important not to generalize the notion of men and women. They can not be stereotyped. Some of the things that are more important than gender are the behaviour patterns that have to be taken into consideration. As Alex puts it: Gender is not necessarily the most important predictor, always. Demographics such as life stage, income, geographic locations, time of day, sometimes even the local weather can be ex-
tremely predictive in determining behaviours. However, as Andrew puts it at the close of the panel: On those 4 fundamental behavioural types, the pattern is universal The most important thing is to measure how people behave, and then if you can take existing patterns of behaviour and make it faster, easier better or cheaper it will be successful - Thats how the internet can help!
WOMEN USE THE INTERNET TO build relationships WOMEN LIKE TO create THE INTERNET WOMEN FOCUS ON AND LIVE IN reality WOMEN ARE ABOUT THE journey
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Meet a Shooting-Star
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One Of The mOsT inTeresTing, inTriguing and Thrilling inTerneT cOmpanies righT nOw, which is invOlving everybOdys creaTiviTy.
NEW YORK TIMES MAGAZINE
What the New York Times Magazine wrote is an impressive review of the internet site Polyvore.com, a company presented at DLDwomen 2010. Sukhinder Singh Cassidy, a previous Google executive, is the CEO of Polyvore.com, one of the web's largest communities of tastemakers. Polyvore.com is an internet site where people can discover their style and influence trends around the world by creating their own collages called sets. Creating sets is a form of self expression; an online experience with the satisfaction of influencing peoples styles and the social reward of friendships. With six million users in one year, the majority being women, Polyvore.com has successfully
discovered and fulfilled an online consumer demand. The site is more than a platform for self expression, it is a place for inspiration and product discovery. Many visits to polyvore. com lead to products purchases, just as the site has become a point of influence in the inventory circle of fashion brands. As a mention of this, designer Diana Von Furstenberg decided to reproduce a shoe, based on the number of sets featuring the shoe on polyvore.com. In the future, Polyvore.com aims at influencing the evolution of ecommerce, which has changed from mainly comparison shopping engines, to more recent trust other users shopping sites.
Sukhinder Singh Cassidy
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HPs Gabriele Zedlmayer and author Paulo Coelho
An interview about the female century, new technologies and the purpose of life.
GaBriele Zedlmayer: Youve sold more than 100 million books and many people in the audience have probably read most of your books. What I would like to do is to really start off in understanding a little about what makes you tick? What makes you write these wonderful stories? When you were in 2006 in Germany, you felt that the country was going through transformation in founded soul. If you could say something about that please. Paulo Coelho: During the World Cup in 2006, I was giving an interview for a German newspaper from Frankfurt and the journalist said: There is something wrong here. And I said: Whats wrong? She said: My son! He is putting the German flag in the window and he is singing the anthem for Germany. For us this is a taboo. But for me, as a Brazilian, its very difficult to understand. We Brazilians, we do that, and everybody else does this. So why is it a taboo? Then she explained me why it is a taboo, what you know better than I. But, in the end I was in Berlin in Adlon Hotel and I saw the arrival of the German team. You were on the 3rd place and it was such a moving moment for me because I saw people who were so, so happy. Like Germany has discovered soul which I think was a very good thing to happen.
Paulo Coelho // Gabriele Zedlmayer
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Lets share! Communication with more than 100 million readers
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GaBriele Zedlmayer: Here, I have a picture that describes the womens century between 1900 and 2000. I am not sure it really happened then, but you said that clearly this present decade is not only the female decade but also the female century. Paulo Coelho: I did not say that! I said its the feminine. Female is sex; gender. Feminine is something totally different. I mean, I myself as a man, I have my feminine side. And I have to develop
my feminine side. When I write, there are few books of mine like Eleven Minutes that deals with prostitution, like others that deal with the feminine energy. What I think is that, we now much more open to the feminine energy, meaning that you perceive the world in a different way. You are more intuitive. You are more in a different vibrations synchrony, than if you were a man with logic. GaBriele Zedlmayer: And you said that you wrote Brida after you began to discover your fe-
male soul. So, what process was that you went through? Paulo Coelho: Creativity is always a feminine thing, dealing with this mysterious part of ourselves. Let me give you an example how I write my books. I live 2 years of my life not thinking that I have to write a book. I just live my life And, then one day I feel that I am pregnant and I have to give birth to something, and then I sit in front of the computer and I start writing not having thought before I should
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be writing about this or that subject. I really relax and have my labour. I write a book that was inside of me and this was a mystery. I never know whats going to happen. GaBriele Zedlmayer: Lets take you through a few stages of your life. We have a few pictures from the beginning and these are all your pictures. I want to start by showing you this photo labelled the crazy year. Maybe you can tell us a little bit about that state of your life? Paulo Coelho: It was sex, drugs, rockn & roll and travelling. It was a moment from the war. It was totally different from today. This photo was taken in Machu Picchu that by then was totally unknown. And, we learned how to live not by going to universities but by travelling, by meeting people and different cultures, by speculating a lot, by thinking about whatever you want to think. And, if I have to criticize something during the hippie period it is exactly drugs. We went to deep into this trip that did not help anybody. But at the time I thought, oh my god, drugs are so revolutionary. Today I became a kind of an anti-drug person because I know the dangers. At the end of the day, drugs kill the most important thing that you have - the power of your decisions. audienCe #1: Do you contemplate your purpose for life and what you leave behind beyond the books that you gave us as a gift? Paulo Coelho: My purpose on life is my decision to give a purpose to my life. There is not an absolute purpose. So, the meaning of life is the meaning that you give to life. My dream was to always to be a writer, always to be a person who deals with words. Having said that, your question is very
important because I contemplate what may happen to the written process in the future. Are we going to read newspapers, magazines or books in the future regardless the platform? We have a totally different language today. I have over 1 mio. friends on Facebook, and close to 5000 friends on Twitter. I myself, update and I enjoy being there. But I am asking myself the format of a book that has pages and a story - at the end of the day you realize that you can really summarize everything in a post. They asked Ernest Hemingway: can you write a story using only 6 words? So, he wrote the following story: Baby shoes. For sale. Never worn. Its a tragic story, only with 6 words. So, today we move towards a different language. In Twitter you have 140 characters; in Facebook or in a blog you can explore a little bit more. What I mean is that they are different platforms to express my soul and my legacy. This is not to monetize, this is not to have any benefit but just as a way of thinking about my legacy because it is spreading. GaBriele Zedlmayer: People do consume now a little bit differently. A few years ago, you said that the paperback will probably stay as the more convenient source and now with all these new technologies that make it easier. Where do you see that going? Do you still think that the statement still holds, or would you revise your opinion a little bit? Paulo Coelho: No, the paperback was a step further from the hard cover and now the e-readers are the step further. Is this going to be there for a long time? I dont think so. I think at the end of the day we are going to use the screens of telephones. GaBriele Zedlmayer: What about in cooperating with your readers in writing your books?
Youve done this experiment on the film. Paulo Coelho: No, thats like making love in front of everybody! To write a book is like to make love. Its just between you and your computer. audienCe #2: How important is spirituality in your life? Paulo Coelho: I believe in God and I believe that everything is justified by a reason that I still dont know what it is. It is a mystery. But, as I didnt die yet, I dont know whats going on and whats going to happen. So, I just try to be spiritual in the sense of what Jesus said: love your neighbour. And, from the moment you start to love your neighbour, everything changes. If you believe in this sentence, and if you practice this sentence, youll be living true spirituality. audienCe #3: How important have women been for your life? Paulo Coelho: I think that by using this feminine energy, women are very important to my life! At the end of the day, its this female energy that drives men and justifies our lives.
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Challenge and Change

Zaha Hadid // Hans Ulrich Obrist // Patrick Schumacher
Zaha Hadid with Hubert Burda during a private dinner
Internationally renowned and award winning architect Zaha Hadid was interviewed on her work by Hans Ulrich Obrist, curator of the Serpentine Gallery in London. While displaying images of Zahas amazing architectural work, Hans Ulrich guided the dialogue between Zaha and long time designer at Zaha Hadid Architetcs, Patrik Schumacher.
Zaha Hadid is known for consistently pushing the boundaries of architecture and urban design. Her work, displayed to the DLDwomen audience, experiments with new concepts intensifying existing urban landscapes, in the pursuit of a visionary aesthetic that encompasses all fields of design, ranging from urban scale through to products, interiors and furniture. Hans Ulrich declares,
Zaha Hadid on stage @ DLDwomen
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in his ever so often meetings with young architects, he repeatedly takes notice of how Zahas work is influencing the younger generation. From the outset Zahas work has been ground breaking for architecture, she incorporated 3D dimensions long before others, so Hans Ulrich wonders how it all started for Zaha Hadid Architects? Patrick explains that in the mid 90s the company started introducing cutting edge techniques. Beforehand they had been using hand drawn models, based on Zahas amazing idea of following the rabbit hand movement of calligraphy and translating it into to space. The desire for tools to ease the process of expressing their architectural ideas increased, and they started researching how to facilitate this. At the same time the animation and film industry were developing
a series of tools which, according to Patrick, was exactly what Zaha Hadid Architects had been looking for: The tools techniques allowed us to simulate physical processes like clouds moving through the sky, water rippling, hair flowing in the wind, and we brought these tools into the domain of architecture. Having discovered the techniques to carry out their ideas accelerated a new style, which has had tremendous impact on the world of architecture. Reflecting on more recent work of Zaha, Hans Ulrich mentions the amazing MAXXI (Museum of XXI Century Arts) in Rome. The museum is the first Italian public museum devoted to contemporary creativity, arts and architecture. The design concept for the MAXXI was to move away from the idea of the museum as an object and towards the idea of a field of buildings accessible to all.
With confluence of lines, the primary force of the site is the walls that constantly interconnect and separate to create both indoor and outdoor spaces. The MAXXI was made to promote todays artistic expressions, which will become tomorrows cultural heritage. Its cultural mission is inspired by three key words: innovation, multiculturalism and interdisciplinary. What Zaha likes about this building is: The continuous drift. She shares an anecdote from the opening of MAXXI in Rome, where a woman came with her 16 year old son. When the mother asked her son on his opinion on the building, he said it was really like being in the river, like playing in a river, given the way it flows and moves. To Zaha this was an enlightening experience, as the 16 year old, not being any sort of expert on art or architecture actually understood the concept better than
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Zaha Hadid with Hans Ulrich Obrist and Patrick Schumacher
all the experts, architects and critics at the opening. Reflecting on the way her companys work has changed over the last two decades, Zaha declares how she loved her earlier work, based on analogue drawings and models, because it allowed the mistake of the hand, and how the unforeseen process allow you to see things differently. Modern techniques and tools make work more rigid, with less elements of chance. She appreciates the modern technologies, and is convinced others might be able to program them to integrate randomness; however her stronger quality remains her hand drawn work. The broad range of work that Zaha Hadid has created is spectacular, from museums to performance spaces to interior design all around the world. She has even set standards
for mobile structures, which according to her are interesting projects, as they continue to evolve as they change settings. When asked on her thoughts on the most interesting spheres of influence in architecture right now, she highlights the importance of the Middle East: The Middle East is an interesting domain. There are incredible things to be discovered in the Arab world and people tend to ignore it. Most will agree with Hans Ulrich that Zaha Hadid is a remarkable women, who will have a great legacy in architecture and will continue to be a role model for the younger generations within the field.
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Chairwomens
Dinner
Drinks, Dinner & Good Times
Dr. Maria Furtwngler-Burda, chairwoman of DLDwomen, welcomed Speakers, Partners and Friends to this very special VIP Dinner at famous Schumanns Bar. Here, everybody already got tuned in and could exchange ideas and topics for the upcoming conference.
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[1] Juliana Rotich, Steffi Czerny and Pablos Holman [2] Jill Lee [3] Jennifer L. Schenker [4] Katja Eichinger [5] Steffi Czerny and Isa Grfin von Hardenberg [6] Conny Lehmann
Extract from the Guestlist: Katja Eichinger // Isa Grfin von Hardenberg // Christine Haderthauer // Andrew Robertson // Andrea Schoeller // Ursula Schwarzenbart // Linda Abraham // Wilhelm & Felicitas von Haller // Stephanie von Pfuel // Anna & Dominik Wichmann
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NIG
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DLDwomens NIGHT
The DLDwomens Night attracted over 1000 guests after the first conference day. Powered by Burda Style Group (Bunte, burda style, ELLE, freundin & InStyle), it took place in the frontyard of one of Munichs best grill restaurants, located at exquisite Maximilianstrasse. The open-air partys highlight was a special performance by Australian singer Gabriella Cilmi who presented her second studio album Ten including the hit single On a mission.
GHT
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friday June 11, 2010
DLDwomen 2010
Breakfast with Reebok Easytone

DLDwomen Partner Reebok offered an easy morning exercise sessions for interested participants. Over 15 women did some wake-up training with Reebok Global Trainer Johanna Fellner.
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Breakfast CSU Frauen Union

Dr. Angelika Niebler [1], German Politician (CSU) and Member of the European Parliament hosted a CSU-Breakfast during DLDwomen. Members of the Frauen Union, VP (Austrian Peoples party) and DLDwomen discussed for example how women can help to create Europe in the future.
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Opening Day II
The inspirational opening speech to the second day of DLDwomen is given by none other than Prof. Wolfgang Heckl the general director of the Deutsche Museum in Munich. Prof. Heckl is known for being a highly respected scientist who has earned numerous achievements in the field of Nanoscience and Nanotechnologies. He has even been appointed to The Guinness Book of World Records for managing to drill the smallest hole in the world.
In his speech, Prof. Heckl brings attention to the complex research that has been conducted by the Deutsche Museum uncovering: The important role that women have played in the history of household, mechanization, both as a consumer and as an expert. Prof. Heckel points out that: The visibility of womens historical and future contributions to technology is guaranteed. And, even though women have come a long way in being recognized as key players in the digital, business, media, design, politics, health and science industries, still lots has to be done. As Professor Heckel phrases it: We are not yet there
Wolfgang Heckl
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Female Risk Management & Investment

Dunya Bouhacene // Ana-Cristina Grohert // Jennifer Schenker // Sonali de Ryker The financial world is still male dominated, and many women in the industry are working very hard to proof their worth. Three incredibly successful and strong women from different areas of finance, come together to discuss the current status quo, and how to drive change in the financial world. To start off this interesting panel Dunya Bouhacene from Women Equity for Growth, the first private equity program in Europe focusing on women-led SMEs, displays a range of facts on the female representation in the corporate world. On the educational side things look bright for women as research discloses that 60 % of Master diplomas in France are held by women and equally 55 % on a European level. However the employment situation looks worse, for instance the number of female managers in France is just 27 %, at CEO level it is only 16 % and female board members no more than 8 %. When taking a closer look at wages in management level positions, there is a up to a 38 % wage cap for female managers. Based on this evidence, Dunya states: We need to react, especially as all these elements have GDP impacts. While national taxes pay for these skilled womens educations, the women do not, or rather are not able to, contribute to the economic growth accordingly, and
According to research 27 % economic growth could actually be attained in Europe, if we reach greater female representation in the corporate world.
this negatively impacts European growth economies. According to research 27 % economic growth could actually be attained in Europe, if we reach greater female representation in the corporate world. It seems clear; there is a need to foster the female contribution to the economy, not only from a macro economic-
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al perspective but from a corporate viewpoint too. In a survey from the corporate world, it was found that large corporations with more than 35 % women in management positions were superior, in terms of higher employment rates and higher productivity, to the companies with less than 35 % female managers. As an example, Dunya highlights how under-representation of female managers has affected the challenged automobile industry. They failed reading the actual diversified markets segments needs. Moderator Jennifer L. Schenker, founder of Informilo and a respected journalist for 30 years working for large newspapers including the Wall Street Journal, the IHT or BusinessWeek, declares: We have the hard facts that having more women in managing positions improves the bottom line of companies, helps increasing investor returns and impact on GDP. Hence, she is curious of what exactly it is that women bring to the table in high-end positions? Ana-Cristina Grohnert, a Financial Services partner at Ernst & Young, explains that in the financial world people are not good listeners and that is why female communication skills can make a huge difference. To her frustration: In banks you see many lonesome people making huge decisions with large consequences, conversely she believes better communication and discussing large decisions will reduce financial uncertainty. While encouraging better communication in her own team, she says: Men in my team are sometimes annoyed as I keep asking the same question again and again, but they get used to it.
Getting your voice across in male dominated industries can be tough and the financial world is no exception. However, Sonali de Rycker, from the venture capital firm Accel Partners, positively declares that in her particular field of work funding entrepreneurs: It is as much about EQ (emotional intelligence) as it is about IQ. Judgement and intuition and the ability to speak up increase your rate of success, which is positive from a female perspective. Dunya paints a more negative picture, as in her work managing a fund for female entrepreneurs, many questions are asked and many people doubt the investments at first glance. Sonali agrees, as in most cases she states: Men just dont give women the benefit of the doubt. She has observed that most successful and confident women have worked very hard and therefore earned every bit of it, while many extremely self-assure men have not always earned their confidence. Agreeing with Sonali, Ana-Cristina adds that probably all the successful women at DLD have earned theire
Women need to be better at showing their self-confidence, enhance their femininity and their unique skill sets, such as being good listeners.
success the hard way, and therefore it is their obligation to make the path to success easier for younger generations of women. While Dunya only funds women led companies, Sonali and Accel Partners unfortunately have no more
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than two women led companies amongst their 50 active investments. The reason is due to womens lack of confidence and mens inborn unbeatable killer instinct. She believes women need to be better at showing their self-confidence, enhance their femininity and their unique skill sets, such as being good listeners. According to her: These values increase your credibility with investors. Jennifer adds an interesting notion on the different approaches between male and female entrepreneurs when racing capital: Men tend to ask for double the amount they need, knowing they only get half, while women ask for exactly what they need and get half of that. When Jennifer then asks the panel how to change and build-up womens confidence, AnaCristina says that to keep telling the story of women being unconfident is very unproductive. Rather the answers lie in encouraging women, so we can change the situation. Dunya advocates, one way to improve the situation for female entrepreneurs is helping them develop sound professional networks. She believes that a business network is crucial, as it fosters new investor relations and builds reputations. In her experience women unfortunately tend to lack business networks, as they do not cultivate them enough. The panel argues that is not always the right choice for women to start a company on their own, especially if they do it because of an unsatisfactory job. Ana-Cristina believes in order to change the perception of women in the finance industry, women have to stay in their companies and change the situation from inside out,
rather than jumping ship an starting their own. Moreover, entrepreneurship can be a very lonely place and as Sonali puts it: Women do not like to be lonely. More over, you have to
Men tend to ask for double the amount they need, knowing they only get half, while women ask for exactly what they need and get half of that.
be a very strong person to cope with all the critique and the let downs you experience as an entrepreneur. Regardless of your gender she believes: If you are a born entrepreneur you just know it! The panel aggress that private female investors and female bankers should invest more in other women to drive change. Jennifer ends the enlightening discussion with declaring that the three panellists are all extremely successful in their fields of the financial world, while they all have a family and manages it all well: So yes, we women can have it all!
Kathrin Schaudig // Maria Furtwngler-Burda // Inga Neumann // Hendrik Lehnert // Christian Elger
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One of the key topics of DLDwomen has been to acknowledge the key differences between men and women, where they originate and to come up with a better understanding as to how they can come to terms with these differences and live in a harmonious environment. This panel deals with the very important question specifically whether there are scientific explanations for that. Four highly respected experts in the field are invited to share their insights and bring shed light on this very intriguing topic. Professor Dr. Christian Elger - a renowned brain researcher begins the panel by introducing the audience to the most basic form of what the brain is? The human brain happens to be the most complicated organs due to its complex composition. Professor Elger delineates that women have about 10 percent less brain volume than men. The female brain however, has the same amount of neurons which translates to them having more density in the Temporal Lobe in which emotional and memory functions of the brain are carried out. The research results in some key characteristics unique to female behaviour. As Professor Elger puts it: Women are better concerning verbal I.Q. On the flipside however, statistics indicate that men are better in mathematics than women. Women also have a high number of estrogens receptors in their brains as opposed men who have androgen receptors. An interesting conducted survey measured the lateralization of language in the brain of women during the estrogen cycle. Depending on the time of the cycle, the comprehensive language shifts to either the right or the left side of the brain resulting in women being more sensitive to language at the end of the cycle. Another done test was in the reward system of the brain - the part that shows happiness and excitement. It showed that women resulted in expressing more empathy towards people even if they appeared to be unfair at times. In sum, Professor Elger states that according to his research:
An experiment with the DLDwomen audience on optical illusion
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Plasticity in speech is clearly superior in women, verbal intelligence is higher, the em pathy is higher, and this can be changed by hormones. Professor Dr. Inga Neumann from the University of Regensburg, where she heads the Neurobiology Department, follows up on Professor Elgers presentation as she introduces the title of her speech as: The wonderful power of hormones. While comparing the gender differences in the brain structure and functions, Professor Neumann emphasizes some of Professor Elgers findings: In general women are more empathetic, more emotional, they have better verbal skills and also social skills [] men have rather systematic skills, better math skills, they are more visual and they have better spatial skills. One other reason why women differ from men, is that they tend to have constant hormonal fluctuations. In contrast, men have very stable hormones. The time of the cycle has many different effects on women on varying aspects. Estrogens can also have many effects on mood and anxiety on women. One example to the behavioural patterns that can be resulted from the time of the cycle can be that women have increased sense of jealousy during the middle of their cycle whether it be sexual or not. With respect to creativity and romantic abilities, women are at their best in the middle of their cycle. Professor Neumann also brings light to the importance of the Oxytocin hormone, which is released in the brain during pregnancy and has three specific functions. These include attenuation of stress responsiveness, reduced anxiety and increased trust. Oxytocin also enhances the positive effects of social supports and tends to reduce
social inhibition. In males however it is only through sexual stimulation that Oxytocin hormones are triggered in the brain. Oxytocin is released into the blood during orgasm both in female and males. In summary Professor Neumann states that: Sexual hormones add to the complexity of female behaviour, specifically to their social behaviours. Hormonal fluctuations and steroids are a risk factor for mood disorders in women. High brain Oxytocin levels are stress protective and that is true for both men and women. The following speaker, Dr. Kathrin Schaudig, talks about the phase of menopause and the related changes the female body go through. Its important to understand the actual cause of menopause. This has to do with the period when a woman is still in the womb and the number of eggs (known as primordial follicles) decrease with time. Starting from birth there is a continuous decrease in the number of eggs up until menopause. The follicles or eggs decrease drastically by the age of the 52 in females. This is considered to be the common age for menopausal activity in female bodies. As Dr. Schaudig explains there is a hormonal rollercoaster during menopause. These times are known as very difficult time for women. The main symptoms that women experience are e.g. hot flashes, insomnia, mood swings or irritability. According to Dr. Schaudig: 94 % of women say they suffer from one or several of these symptoms. What are some things that can be done to reduce the effects of such symptoms? As Dr. Shaudig points out: The hormone therapy is as far as we know,
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from left to right: Kathrin Schaudig, University Hospital of Lbeck, Maria Furtwngler-Burda, Physician and DLDwomen chairwoman, Inga Neumann, University of Regensburg, Hendrik Lehnert, University of Lbeck Medical School pictured on the right side: Christian Elger, University of Bonn
the therapy that is clearly proven to be the best and it is better than all other strategies that we have. There is no doubt or discussion about that. According to her research hormonal therapy is highly effective in dealing with the issues of the menopause. However, this therapy can result in higher risks of breast cancer. Dr. Schaudig reminds the audience that breast cancer is not necessarily always the result of hormone therapy. She says: Breast cancer is an age related cancer, the older we get the more likely we have breast cancer and you can think that 10% of all women will experience breast cancer throughout their lives. She does believe though choosing to take the treatment is a personal decision and depends on how much risk the patience is willing to take as opposed to how much they are willing to suffer from the side effects.
The last and ending speech of the panel is given by Professor Dr. Hendrik Lehnert an expert on metabolism and he joins the panel to talk about obesity. He shares some interesting findings on Germans being considered the most obese people among Europeans. A research that was conducted pointed out that German men were more over weight when married. Obesity as Professor Lehnert puts it is a medical problem. Most common problems that come with obesity are diabetes, high-blood pressure and high lipids. Interestingly however, there are people that can be considered the healthy obese. This has very much to do with the weight distribution within the body. The biggest problem is the fat content levels in the liver and someone who is obese could still be considered healthy if they have lower levels of fat in their liver.
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Physician and Germanys leading actress Maria Furtwngler-Burda interviews Susie Orbach on her new interesting book Bodies.
Susie is an experienced psychoanalyst and writer, whose interests have centred around feminism and psychoanalysis. During her many sessions with patients over the years, she has observed a general insecurity about body appearance amongst her patients, regardless of their core problems. She states that women nowadays take it for granted that they hate their bodies, dissatisfaction has become the norm. The image of the ideal woman is displayed everywhere in the public sphere, which fosters the ideal of physical perfection for women. According to Susie the problem is: Industries make a lot of money breading body insecurity. Everything we see in the media has been worked on by very talented art directors, using their talent creating people that do not exist.
troduced to Fiji, almost 12 percent of all young girls were reported bulimic, and in Brazil breast implants for women are government supported, as these surgeries are considered cheaper than therapeutically treatments for women with bad self-esteem and body insecurity. Susie explains that the large bosomed and corrected female body has become a cultural norm in Brazil. In New York, she tells, a friend of hers, who is a journalist, told her that nobody in her office talks about their children, because doing so would reveal their age. Dove recently made an international campaign, which Susie helped develop, which used natural looking women as campaign models. The campaign raised huge awareness and proved to be effective, with a 30 percent increase
Susie Orbach // Maria Furtwngler-Burda
She states that women nowadays take it for granted that they hate their bodies, dissatisfaction has become the norm.
Susie explains how the body is a part of our social structures, and how culture and norms dictates the way our bodies look. Due to globalisation and the alignment of cultures, the western world is increasingly influencing growth economies by exposing idealised images of how women should look. Maria asks Susie to share some examples of this with the audience, whereto Susie declares that 50 percent of teenage girls in South Korea have had eyelid surgery to adapt to an idealise look of women. Three years after TV was insales. Knowing this, Maria asks how it comes that other brain research argues the contrary, stating women react more positively to idealised pictures of female looks. Referring to a particularly comparison study made between the natural Dove campaign and a Pantene campaign, Susie states the reason why women react more positively to the photoshopped Pantene campaign is due to the familiarity, as women are more responsive to what they are used to. She acknowledges that we all like aesthetics and beauty, however people like different types
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of beauty and media and advertising should accordingly allow for natural differences in appearances. As a final remark she adds, a part of changing the picture of women is to equally change the passive way women are presented in advertising, women need to be shown as in real life working or in action. As her last point before rounding of the interview, she argues it is necessary to change the food and weight obsession in modern society. According to her, extensive diet products and diets are ineffective: If they actually worked, we would only have to use them once. She finishes with the statement that BMI (Body Mass Index) is an unsound measurement instrument as people are build differently, and as a great example she says: According to his BMI George Clooney is obese and I think he is gorgeous.
Before
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During her talk, Susie displayed photos of singer Britney Spears before and after being photoshopped.
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GANES
Special performance by Ladin pop singers Ganes: Elisabeth Schuhen, Marlene Schuhen, Maria Moling
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Female Future: Companies for the 21st Century

Caroline Seifert // Ulrike Zeitlinger // Hanna Sievinen // Roby Stancel // Dorothee Ritz The panel came together to discuss the workplace in the 21st century. Certain external factors are changing the way corporations work, with technological advancements as the biggest driver of change. As technology fosters new advanced production methods, human work becomes more and more knowledge-based. All four panellists have realized how industries are experiencing a scarcity in the workforce; which is why their companies are trying to develop company cultures that are open, flexible and build on mutual trust to attract the best employees. The panel agrees that the future workstyle will be more goal-oriented, as Dr. Dorothee Ritz puts it: I dont care where you work or how you work, as long as you deliver the result. Personally she is able to juggle motherhood and running a division of Microsoft, due to the fact that she is measured on her outputs, while having full flexibility in the way she works. Due to modern technology, Dorothee and Microsoft are changing and improving their way of work, currently spending 220.000 hours on online meetings a month, creating a productivity increase of half an hour a day per person. Caroline Seifert (Deutsche Telekom) believes three factors are changing the work place. Firstly, employees are increasingly controlling their own hours, while being measured on results and competencies. Secondly, the mobilisation factor is a huge change; as people are not required to be in the office, organisations are expected to facilitate an open work environment with room for flexibility. Thirdly, a huge change is the personalisation factor; people are expected to be independent and create their own work patterns, as opposed to following exact orders and systems. Nokias hannah Sievinen originally comes from Scandinavia, known as one of the most gender neutral regions in the world. Ulrike therefore asks whether the workplace is better for women in Scandinavia and
[1] Caroline Seifert, Senior VP Product Design at Deutsche Telekom [2] Dr. Dorothee Ritz, General Manager Consumer & Online Germany at Microsoft [3] Hanna Sievinen, General Manager of Nokia Germany
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As the only male representative: Roby Stancel, Director of Products at Nanosolar. Moderater of the session Ulrike Zeitlinger, editorial director and editor-in-chief of Freundin and Freundin Wellfit magazine
within her company. Hannah agrees that gender roles are more neutral in Scandinavia, yet she thinks radical technological advancements are changing the workplace all around the world. Not being tied to your desk facilitates better options for women, who want a career and a family. Still, she thinks the flipside of thinking like this is: We are confirming the expectations that women are carrying more responsibilities when it comes to the family. She has personally experienced radical changes in these traditional family patterns during her time with Nokia in Finland, for instance in the case of sick child leave just as many male employees stayed home with their children as women. Roby Stancel (Nanosolar) thinks the flexibility of the workplace can benefit all employees, women as well as men. However, flexibility tends to make people work more, which at first glance benefits the companies but can lead to exploitation and risk employee burnout.
On the matter of diversification in the work place, Dorothee believes there should be a natural increase in female managers and CEOs in order for companies to represent the larger female consumer segment. Hannah adds that companies sometimes face difficulties finding female candidates when hiring for management positions. According to her this is not because of gender specific capabilities or potential, rather it comes down to confidence: When men see a job description with ten requirements and they only have one of them, they apply for the job, whereas women that have nine out of the ten requirements, might not apply. Plenty of female candidates exist and in order to change the circumstances, women need to step outside their comfort zones and accept non-perfection. Caroline says that Deutsche Telekom has proactive strategy when it comes to recruiting women: We have quotas, half time and part-time solutions. As a very technically driven company, Deutsche Telekom has still succeeded getting 30 percent women.
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Another huge change in the workplace for the 21st century is the physical surroundings. Roby explains how he has transformed their office by replacing the traditional reception lobby with a kitchen to create a nice and homely environment for the employees, as the boundaries between private and work life vanish. In the future, Dorothee declares, people might not even require a desk and an office in the traditional sense, as work can be done from anywhere due to new technology. Based on the decentralisation of the workplace, Ulrike asks: Does that mean that you actually wont know your colleagues, or the people who work for you in the future? Dorothee does not believe that will be the case, as there will always be the need for people to come together and share ideas. Physical surroundings will change in tact with different needs of new talent, such as requiring more flexibility and less hierarchy. The future workplace will equally require
homely familiarity and an element of fun, as more and more time is spent in the office. Moderator Ulrike asks the panel whether the new expectations to the work place will mean the end of hierarchy, as we know it. Hannah explains, how Nokia is a company in a transition and she in convinced that most large corporations are going through massive structural changes. As large corporations often face difficulties adapting to new market changes, they are up for a big challenge adapting to the new demands for flexibility and structure, but it is a necessity that they do so. Dorothee adds: We are in the middle of an evolution and we dont know where it will take us. According to her, the companies that will do well will be the companies good at coping with change. The traditional types of employments have also undergone change within the last decade. Dorothee
mentions a recent study showing that today in large corporations 70 % are long-term employments, 20 % are short-term employments and 10 % are freelance. In the future the study discloses that 40 % will be short-term employments, 20 % will be freelance and only 40 % will be long-term employments. Before rounding off the interesting panel discussion, Ulrike asks the panellists what the most important factors for companies in the decades to come? The panellists agree that allowing flexibility in working styles and work location are important factors. They also highlight how companies need to realise that stability is no longer the goal, change and ambiguity is. As women are known for being good at coping with change, women should have a bright future ahead in a constantly changing world with new flexible work styles.
SpeeD
Susie Stoddart, born 1982, is a Scottish racing driver. She first got into motorsports at an early age of 8 when she was given a racing kart for her birthday. She claims that racing runs in her blood, as her father owns a motorbike dealership in Scotland, where her parents met when her mother went in to purchase her first motorbike. By the time she had reached the age of 18, Susie was ranked 15th in the world. She dropped out of college to follow her dream on becoming a professional racing driver. In 2006, she was noticed by Mercedes-Benz Motorsport director, Norbert Hauk, and was given the chance to move to DTM and compete for Mercedes Benz. DTM (German Touring Car Masters) is a touring car racing series based in Germany, but also with rounds elsewhere in Europe. At the DTM, she is one of the only two female drivers from altogether 21 drivers. So, what it is like for Susie to be in a male dominated world? She says: Sometimes its not easy. Sometimes its very lonely. Yes, its a mans world, but its also my world. I dont race because I want lots of attention from the guys. I dont race because I want to prove to guys that women are just as good as men. I race simply, because I love it.
up!
Susie Stoddart
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Susie Stoddart at DLDwomen (top) and in her racing outfit (left)
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Tina Mller
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wR E oCT L PUBI I Y
the3PconcePt: perforMance poWer puBlicity
Tina mller is considered to be one of the most successful marketeers in Germany. She is currently the Corporate Vice President for the global hair cosmetics, skin care and oral care business for Schwarzkopf in which she says: 90 percent of the buying power is with women. She begins her speech by sharing some quotes given by famous men in the past centuries regarding women. One of the quotes is by Aristotle, and is as follows: Hence woman is more compassionate than man, more easily moved to tears, at the same time is more jealous, more querulous, more apt to scold and to strike. She feels that in modern times these types of quotes would no longer be accepted by society and that the perception of women has changed in a positive direction. Although Tina agrees that women have come a long way in empowering themselves in compared to older times, she feels like they are still not entirely there. This belief can be backed up by the fact that in 200 German compa-
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that we are similar and that there is no difference in management style between men and women, its not true. There is a difference but is the difference a threat or an opportunity? Its more an opportunity and I think this is now the crucial point the diversity is an opportunity for every company. According to a study conducted by McKinsey, it is only through the diversity of a companys management team that its success can be measured. This mixture, according to Tina is what makes the difference. Women are also the deciders, and 83% of all the purchases are done by women. Even decisions such as automotive purchases are decided by the female side of the family. Tina also brings up a research that was conducted where women were questioned on their opinions on hair and beauty and how vital this is in their lives. She nies, women only occupy 2.5% of top management posi- defines the target groups under five categories. First, is a tions. Only 4 out of 10 start-ups are launched by women. category called the new youth on the move who are the It is also a known fact that females earn less salary as younger generations, then there are the modern mothers, opposed to their male counterparts that are in the same followed by the kids and career women, the working position. women and the finally new beauty age (women 60+). Tina points out the importance of observing each group Going back to her area of expertise, which decodes the carefully because according to findings marketeers can purchasing power among people, she says that: Accordefine different products precisely for the needs of each ding to scientists the new theory is that every buying de- group. In marketing the secret today is to: Address target cision is an emotional decision. 80 percent of the buying groups specifically and not in general. The better a decisions are unconscious [] Its not about ratio, its company understands each category, the better they can about feelings. conceptually invest into products design suitable for the target group. Tina then explains the three different components of the human brain that are the key determinants of the deciLastly, Tina explains her 3P Concept which basically sion making process. The dominant side is the one that counts for performance, power and publicity. By this she strives and motivates a person to get more power and to means that women have to perform, strive for power as earn more money. It is what makes a person competitive. opposed to being intimidated by it, and lastly talk about The second part is the stimulus side where a persons cre- their successes, showing off their achievements, in other ativity and desire to generate new creations comes from. words publicizing themselves. Tina ends her speech Last is the extremely crucial balance side of the brain, with the following advice for women: If you put all this where one is able to create balance between the two other together a little bit publicity, take the power without parts mentioned and achieve harmony. thinking about it too much and perform it can only be right! Just do it! The question that rises is how these three components differ while comparing the female brain to the males. As Tina puts is: Its related to hormones, so the dominant side is more stimulated by testosterone and the harmonizer and the balance side is more dominated by estrogens. Is this fact about women and men having biologically different brains the reason why there are such few women in higher management positions? Is this difference positive? As Tina explains: We have to assume that we are different and everybody that tells us or tells others
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Lunch Break powered by HP
Fridays lunch break was hosted by DLDwomen Founding Partner HP, raffling three of its Vivienne Tam netbooks.
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Steffi Czerny, DLDwomen, Gabriele Zedlmayer, HP and one of the winners of the Vivienne Tam Netbooks
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HOW TO EMPOWER INNOVATION AND TALENT

This motivational panel starts out with the two young girls of the Peapod Academy singing Im proud to be a woman. The audience cheers as Steffi Czerny poses the rhetorical question We are proud to be women, arent we? Moderator ursula Schwarzenbart asks her two panellists to introduce themselves and to share their opinions regarding the female decade. Ria hendrix talks about her Dutch background and being very democratic, tolerant and flexible. She has shown much passion over the past years working on female issues. Although she argues that there have been significant improvements in empowering women, nonetheless she feels that we still have not reached a lot in comparison to other countries when it comes to women in leadership roles. Ria believes that there is still a long way to go in achieving a balance of women in top positions. petra Kiwitt shares the general idea behind her division and how her team creates synergies in order to build cross divisional solutions for an improved customer experience. Ursula asks Ria how she is able to provide an environment in which talent and innovation are stimulated. According to Ria, it all starts with establishing a culture where creativity is allowed and where people are encouraged to create change and bring forth innovation. All employees are expected to step forward and come up with creative solutions to improve their working environment and therefore to improve productivity. In terms of gender issues, Petra Kiwitt argues that she actually has a very balanced mixture in her team. Whereas Ria remains somewhat disappointed in that most of the creative ideas have been generated by males. In her opinion, woman need to step more forward and balance the equation. What about obstacles during careers? Have there been many hardships in getting to the position they currently hold? Ria and Petra both state that they never seemed to have problems primarily because they both had a lot of passion and were eager to achieve what they love doing. Ria also mentions that perhaps the fact of her being single and never having a family has made it easier for her to give her full attention to her job and career. When it comes to the controversial topic regarding German companies having female quotas, both Ria and Petra disagree and believe in the quality of women and the idea that a woman is capable to achieve whatever she desires without set quotas. As Petra puts it: Im not a friend of the quota. We dont need one. We need mixed skills, mixed teams. Both women share the opinion that more emphasis needs to be placed on the value a person can contribute as opposed to sex, background, etc. Needless to say, men and women are different in many respects and shouldnt be expected to be the same. Whats important is to build successful working environments where these differences are combined and can complement each other. Balance is key. As Ria puts it I would not like to copy the behaviour of men. I think the power is in the mixture.
Petra Kiwitt // Ursula Schwarzenbart // Ria Hendrikx
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[1] Petra Kiwitt (Executive Vice President DHL Innovations & Solutions at Deutsche Post DHL) [2] Ursula Schwarzenbart (Director Global Diversity Office & Performance and Potential Management Daimler AG) [3] Ria Hendrikx (Executive Vice President for Human Resource Guidelines Personnel and Labor Management Deutsche Post DHL)
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Talent Management in Crisis Whats in for us?
Women need to be willing to take chances. Try the unknown and go out into the colourful world!
Susanne Kl is Managing Director at Accenture, a global management consulting, technology services and outsourcing company, with more than 180,000 people serving clients in more than 120 countries. This successful woman introduced her views on talent and strategy in an era of globalisation to the DLDwomen audience. Susanne believes that globalisation plays a particular role for women and will increasingly do so. People tend to fear the word globalisation; therefore she refers to the globalized world as the multi-polar world. Traditionally the business world has had 3 power centres; Japan, Europe and the US. Yet, for the last decade this has increasingly changed and according to Susanne power is diverted out to different areas of the world: I am obviously talking about the BRIC countries but also Mexico and Korea. In order for companies to succeed, they need to deal with the new power structure in the multi-polar world and to address the talent pool in these countries: This is the true challenge for a company like ours in the 21st century. After the economic downturn and crisis, Susanne states that everything is being questioned. Every board of directors and every management group has to justify to their stakeholders what they will do differently than before. This, she believes, is a great change for women, as companies are looking for new talent and different perspectives on business. She highlights, for the first time in 75 years a woman is running the U.S. Securities and Exchange
Commission, because the U.S. believed putting the same kind of man in the positions again, would prevent another crisis. She equally highlights how Germany is changing. Most of the large companies are changing to a more diversified management group, as it has become a part of their strategy. Women should embrace the new opportunities, as getting women in management positions has become a topic on CEOs agendas. Accenture launched a program for their managers, aimed at getting more women in management positions. Managers were to select a few female candidates within their departments that they believed had great potential of taking on higher responsibility. Those managers who succeeded getting their female employees promoted, received a financial reward. The project succesfully resulted in a rise of 5 percent more women in management positions. Susanne explains that the reason why Accenture launched this program was not because female managers demand less pay, as US companies are not allowed to make salary differences. The incentive for the consultancy firm was to get access to a broader pool of creativity and the ideas. Having more managers from different backgrounds and with different gender gives Accenture better and new perspectives on their business cases. Women need to be willing to take chances. Susanne only got to where she is today, because she took a chance when she agreed to work on a project restructuring the Shanghai stock exchange. Since
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then she says her superiors started thinking: If she can do business in China she can do business everywhere! And that is what kicked off my carrier. It took a chance and it helped me. Another criterion in order to be successful is to have an element of humour. Before finishing her presentation she shares a humoristic story from Korea, where she was invited to by a CEO in the capital market area. First, she tells, they ended up negotiating and sealing a deal in a car in Korea, where it apparently is custom to meet half way between locations in a car, due to the heavy traffic. After the deal was closed they went to celebrate
in a Korean nightclub together with a handful of other Korean business men. After a while everybody got a pretty female assigned to them in the club, including me, Susanne tells. It was of course weird experience but in a way a great honour as Susanne felt she was treated like everyone else, as if she had been a man. Susanne Kl has an impressive career behind her and her advice to the DLDwomen audience is to try the unknown and go out into the colourful world. If you dont let people know what you want you will not get it! Susanne Kl believes this is especially important now in the aftermath of the crisis, where women have many good opportunities.
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THE NEW SHOPPING
ExpEriEncE
massimiliano Benedetti is the person behind the innovative design and control of all operative activities for Yoox.com, one of the worlds leading virtual stores for design and fashion with a very good pricing point and exclusive collections made for the internet. Yoox, which was founded in 2000, engages over 5 million women from all parts of the world each month. Its mission lies within trying to find a combination for all different fashion brands in order to sell them on a multi-brand or a monobrand platform. Today, Yoox manages 22 different online stores 2 that are on the multi-brand side (Yoox.com and thecorner. com) and 20 that are on the mono-brand side (e.g. emporioarmani.com or dolcegabbana.com), meaning that Yook manages their websites by offering its technological and logistical expertise on the field of e-commerce. The most important strategy, which is a key determinant in the success story behind Yoox, is their belief in providing exceptional customer relations for their users, because for Yoox: The customer is the centre of the universe!
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Women & Tech Use

Thomas h. Kaspar, a social media expert, author and Editor in Chief of the chip.de-community (largest community in Germany for technology with over 1.7 million users) shares 5 categories on women view consumer technology products in comparison to men. 1.) The web is female according to extensive data mining and data research by comparing the proportion of female readers of Chip Magazine (a mere 9 percent) to that of Chip Online readers (32 percent). 2.) Once women engage in online activity in chip.de, they: dont want to be visible on the site. They prefer to maintain anonymous when it comes to surfing in high-tech sites. 3.) When it comes to technology, women underestimate their knowledge and abilities. According to Thomas, male users on Chip Online always think that they are experts. 4.) No logo is female! - Women tend to use I.T. services and products to satisfy their needs whereas male consumers use it to get the newest items with the most recognized brand names, as they are obsessed with brands and logos - females simply value such things less. 5.) Women respond completely differently to advertisement than men do. Female have a special liking for well-done, informative ads that offer a solution to their problems. What should then companies do with these findings? Well, for one, according to Thomas, they need to start addressing the needs of women. Not in a clich way by painting it pink, rather, by having related content that really speaks to them. They also need to conduct their own researches in order to understand women fully and the chain of information that they require. After all, its extremely important to recognize the massive power behind the female consumer.
Thomas H. Kaspar
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ART ET n
k TL
A
2 3
Gina Kehayoff Founder and Director of Artnet France, invited Jennifer Flay, founder of Gallery Jennifer Flay in Paris and the General Director of the prestigious art fare FIAC, and Marie-Jo Lafontaine, award winning photographer and video artist and one of the most respected and influential artists in her field. Discussing the international art market, Jennifer Flay explains how she entered the art scene by opening a gallery, and later in 2003 being appointed Artistic Director of the historic fare FIAC, an art fare with a fading reputation at the time. She impressively helped rebuild
[1] Jennifer Flay (FIAC) [2] Gina Kehayoff (Artnet France) [3] Marie-Jo Lafontaine (Artist)
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the FIAC, which is now considered amongst the top three art fares in the world. As an experienced art expert, Jennifer elaborates on the gender roles in the art world. She agrees with moderator Gina Kehayoff that the most successful and influential auctioneers are still men. Yet, according to her holding the auction hammer it is the not important role in the art world, rather she highlights that many of the worlds leading galerists are women, and the same is the case for museum curators. Women have proven to be amazing in discovering and promoting new talented artists, which she says make women extremely powerful in the art world. The clich of the cute gallery girl, it still exists, Jennifer states, however the power of women within the industry has profoundly increased and is continuously doing so. When it comes to selecting galleries for the art fare FIAC, a selection board is founded every year, which interestingly only consists of women this year. Having only women on the board was not a conscious objective of her, the selection was purely based on talent, and many of the most talented people in the art world simply happen to be women. Next, Gina Kehayoff asks: Private art collectors have historically been men, why is that? To this Jennifer
responds, men have historically been more economically independent. Yet as this is increasingly changing, more women collect art and own very impressive and important art collections nowadays. For the next half of the Artnet panel, the focus shifts to the talented and respected video artist and photographer Marie-Jo Lafontaine. Before showing her work to the audience, Gina asks Marie-Jo Lafontaine about the video as an art form. Marie-Jo discloses that experimentation with video art has been taking place since the sixties, so it is an art form that has a history and an extremely interesting future. As digitalisation has taken place, there are many new interesting ways to explore this art form. Marie-Jo Lafontaine became famous in the late 1980s after she was invited to documenta, one of the most important exhibitions of modern and contemporary art, which takes place every five years in Kassel, Germany. In 1987, she received two of the prestigious personal invitations to documenta from the director Mr. Manfred Schneckenburger, as she failed to reply to the first invite. Being a part of the documenta changed her life, and since then she states: I have done exhibitions around the world, from the Guggenheim to the
Tate Gallery and so on and so on. I built my carrier from that moment on. Gina asks why photography today has to be in a big grand format and whether Marie-Jo, as an artist, thinks the size of photography matters. In her opinion it depends on what you use photography for: Small photography has to do with reportage and journalism, which is a different type of photography. Next she explains that the size of exhibited photography has to do with the size of museums. As museums are so big, you need to do an exhibition that actually fills up the space. Thats why she has always worked with big photography from the outset of her carrier. Marie-Jo Lafontaine shows two pieces of her work to the DLDwomen audience, a more current installation video and her first video from the 80s. Her latest project is two to three years old and displays four dances danced by women in fascinating surroundings. The earlier work she shows, is despite its twenty-six years of age very modern, as an impressed Gina Kehayoff phrases it.
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Women on a mission
Idit Harel Caperton // Jehmu Greene // Konstanze Frischen // Suhua Newton // Joana Breidenbach // Isabel Maxwell // Mitchell Baker // Juliana Rotich // Ozlem Denizem
on the women on mission Panel nine amazing and unselfish women discuss social entrepreneurship. Presented by Steffi Czerny as: nine women who have made a difference, the panel starts with a brief introduction by moderator Dr. Idit Harel Caperton, a recognized entrepreneur, technology innovator and educational activist, who is a continuous inspiration to women in education and technology industries. Idit starts out acclaiming: This is the most diverse and most entrepreneurial panel that we have had here at DLDwomen so far. Each of the panellists is asked to express the one thing that makes them wake up in the morning and work so hard.
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Mitchell Baker is president and founder of the Mozilla Foundation, a non-profit organization dedicated to openness and innovation on the Internet. To Mitchell the bright promise of the internet is what gets her up in the morning. The Mozilla foundation is mostly known for Firefox, but we are building a new layer of the internet, focussing on a non-commercial side of the internet build on human dignity and empowerment.
ment. She is active around the clock for her mission, also writing a blog and hosting a TV show on CNBC.
Social entrepreneur Isabel Maxwell is a Tech Pioneer of the World Economic Forum, President Emerita, Commtouch (CTCH) & Senior Adviser to Global Water Supply, an exciting solution to world water shortages. What gets me up in the morning is that one billion people on the planet do not have access to fresh drinking water. A strong Joanna Breidenbach declares that her statement from a woman who has children are the ones actually waking had an impressive career in film her up in the morning. Professiodocumentary, technology and now nally Joanna is the co-founder of in philanthropy. According to Isabel betterpace.org, the online platform Maxwell is the commonality of all for social initiative, where she heads the current global problems; shor-
she started a special program for Kids at Risk to mentor them after school and to send the best to good private schools. Thus through education, she hopes to help them create a better tomorrow for themselves and others. Suhua Newton explains, her reason to get out of bed depends on what the time of year it is. Before and during harvest she is in the wine fields, the rest of the year she is with Doctors without Borders doing good: I have received a lot and now it is time to give so we create a better tomorrow. In addition to Kids at Risk, together with the Louis Vuitton and Moet Hennessey foundation she donates the profits from winemaking to charity.
the betterplace lab. The betterplace lab is a Think- and Do-Tank seeking to improve the social sector through the use of digital technologies, offering project managers, donors and social investors decisive knowledge and tools in order to increase the efficiency of their work. zlem Denizmen gets up in the morning because: We need to educate the mothers. She is a social leader who started Para Durumu, a financial literacy initiative in Turkey, teaching women about financial independency and money manage-
tage of water, whether the problem is nuclear issues, Middle Eastern peace, natural catastrophes, poverty or starvation. This is why she is working on a model that can ship water at large scale to critical areas.
Juliana Rotich is originally from Kenya where she spent her early life and schooling. She later moved to the US where she majored in IT and has worked in the industry for over ten years. Being an African and having grown up in Africa, she natuSuhua Newton an entrepreneur rally sees the immense opportunity whos work includes the founding technology has, to impact the lives of the Newton Vineyard and the in- of many people across the continent. troduction of new concepts in wine- She collaborated with the online making. She is the first woman, also community and helped in founding, the first Chinese, to be the person Ushahidi, the Swahili word for in charge of the Wine-Making, the testimony. Ushahidi is a web based Marketing and Sales of a commerreporting system that utilises crowdcial winery in the USA. Additionally, sourced data to formulate visual map
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information of a crisis on a real-time basis. She says what excites her is to log-on every morning and work with amazing people from everywhere: Democratising information online. Executive team member at Ashoka, the worlds first and largest organization for social entrepreneurs, Konstanze Frischen is responsible for global social business collaborations. Removing barriers for people and organisation who try to do good, is what gets her up in the morning, whether she works with: Housing in Pakistan or Brazil, or gender and immigrating issues in Germany.
The path to successful entrepreneurship can be hard, which is why Idit Harel Caperton asks the panellists if anything or anyone has tried to stand in their way to success?
Mitchell Baker says: No one has tried to stop me because no one really knew what we were trying to do with Mozilla. Joanna Breidenbach equally says nothing is stopping her, she actually finds it challenging at times to always be the professional at work rather than to relax and enjoy other aspects of life. zlem Denizmen declares the most important thing as an entrepreneur is to listen to the voice within: Until the voice tells me to stop, I will keep Jehmu Greene is president of the going. Konstanze Frischen states Womens Media Center (WMC), an that being an entrepreneur can be organization that amplifies womens very lonely, and it can be hard to voices in the media through leaderremain confident with sceptics eveship trainings, advocacy, and origirywhere. Jehmu Greene shares her nal content. Throughout her career, opinion: My entire life people have Greene has skilfully worked with tried to but me in certain box, as an the media to build powerful social immigrant, as an African American. justice movements. She is a frequent She shares an example of how her commentator on CNN, MSNBC, surroundings seemed chocked when Fox News and elsewhere, and former she, as African American, at the last president of Rock the Vote, the larelection voted for Hillary Clinton gest youth voter registration group. and not Obama. She inspiringly says: Her day has meaning when she Dont let people define who you witnesses the progression of female are. Juliana Rotich equally feels like voices through her work in the mea minority within her digital field dia. In that way they help change the of work: There are few girl geeks, misrepresentation of women. and there are even fewer African girl geeks. She highlights the necessity of Without doubt, this international women wining more confidence and panel represents a broad variety of pursuing there dreams. backgrounds and perspectives on social entrepreneurship. As modera- Before rounding off the panel Idit tor Idit Harel Caperton highlights: Harel Caperton brings the audience The picture speaks for itself, there into the debate. A question from auis talent everywhere. According dience is raised on how the inspiring to her the panel paints a positive panellists find the energy to work so picture, demonstrating that anyone hard for unselfish projects. Jehmu from anywhere can be a social entre- Greene says, she is motivated to do preneur. what she does, so young people can
have better conditions than she has had. Joanna Breidenbach explains that they are not egoless, as the satisfaction of helping others is a big pleaser for your own ego. To which Isabel Maxwell agrees: We have healthy egos. The last question for the panel comes from another woman in the audience: If you can have a wish for God, what would it be? Juliana Rotich answers: I would wish that all women could grow up under the circumstances that some of us have been lucky enough to have. Joanna Breidenbach finishes with the encouraging wish: I wish more people could have the opportunity to do good in life and for others.
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Coverage
DLDwomen was covered and attended by numerous journalists from opinion forming meda as well as distributed via its own video network and partners. 150 journalists and media representatives have been on location and reported in more than a dozen contributions in form of moving images, 95 online articles and nearly 250 print articles. The scope of contacts reached was up to 71.4 million.
Endlich eine Veranstaltung die nicht ber krisen spricht

Quelle: W&V // 11.06.2010
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Imprint
Management & Concept: stephanie Czerny & alexandra schiel implementation: 2011 hubert burda Media dld Media & ventures editing: linn norstrm weile, Melissa eliyesil, alexandra schiel, Marvin barnie, lukas kubina, franziska deecke artdirection: Patricia urban design: ben liersch Michel karamanovic Production: sabine schmid Printing: megapac offset kG, unterschleiheim Photo Credits: Getty images, flo hagena, flo fetzer, daniel Grund
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The Female Decade

June 10-11, 2010 | Deutsches Museum, Munich

DLDwomen location Deutsches Museum

About this book

Thursday, June 10, 2010

18 | Leadership in the Female Decade

24 | Female Factor: Will to Power I + II

30 | The Truth alive in You Silence in our crazy World is possible!

34 | How to Cook your Life

39 | The Future of Media from a Female Perspective

42 | We Care: Protecting Women & Children Online

52 | Fashion, Style & Blogs

56 | Women want more: THE FEMALE CONSUMER

60 | Its my Fashion: Meet a Shooting Star

62 | Lets share! Communication with more than 100 million readers

66 | Challenge and Change

70 | Impressions & Moments

Friday, June 11, 2010

77 | Frauen machen Europa

80 | Female Risk Management & Investment

84 | Hormons steering Power

88 | Bodies & Business

94 | Female Future: Companies for the 21st Century

100 | The 3P Concept: Performance-Power-Publicity

102 | Lunch Break

104 | How to Empower Innovation and Talent

106 | Talent Management in Crisis Whats in for us?

108 | The New Shopping Experience

109 | Women & Tech Use

110 | artnet Talk

112 | Women on a Mission

116 | Coverage 118 | Imprint

Welcome to the Female Decade

Thursday June 10, 2010

Founding Partner Dt. Post/DHL

Founding Partner Ernst & Young

Thursday June 10, 2010

Steffi Czerny // Maria Furtwngler-Burda // Marcel Reichart

Thursday June 10, 2010 DLDwomen 2010

Thursday June 10, 2010

Thursday June 10, 2010

Leadership in the Female Decade

Thursday June 10, 2010

Thursday June 10, 2010

Thursday June 10, 2010

Thursday June 10, 2010

Catherine Hakim // Jacob Burda

Thursday June 10, 2010

Thursday June 10, 2010

Eleanor Tabi Haller-Jordan // Floriane de Saint Pierre // Antonella Mei-Pochtler

Thursday June 10, 2010

Thursday June 10, 2010

Thursday June 10, 2010

Patricia Riekel // Antonella Mei-Pochtler // Christine Haderthauer

Thursday June 10, 2010

Thursday June 10, 2010

Thursday June 10, 2010

The Truth alive

Silence in our crazy world is possible!

Thursday June 10, 2010

Thursday June 10, 2010

LUNCH BREAK hosted by SIXT

Thursday June 10, 2010