Will women rule the business world?

The American model clearly demonstrates that women all over the world could possibly lead the business world of the future. In the US alone, some 10 million women-owned businesses employ over 13 million people, grossing close to $2 trillion. These mostly privately held businesses have achieved double the growth rate than the rest. The same is occurring in most other G8 countries.

This is not to ignore men and their great contribution, but to explore the rationale behind women's increasing participation in universities and all walks of life, particularly the rapid global rise of business ownership.

There are many great business models at play. First, the franchise models that catapulted trillions of dollar turnover all over the globe are often successfully owned and operated by women. Second, zillions of online services increasing due to the popularity of e-commerce and increased usage of internet-based businesses. Finally, the niche business models sprouting all over the globe in just about every sector, from special trading, high-fashion, media, tourism, manufacturing and other new markets.

These give women an advantageous position to exercise their perspective on new and untouched markets with high potential and originality. Today, thanks to technology and e-commerce, small-scale enterprises have awesome branding reach and power that once only belonged to great multinationals of the past. Businesswomen all over the world are championing all such models creating countless examples of great innovation, success and business leadership.

They say Women are from Venus and Men are from Mars, but in the real business world, if this were to apply, it would place women in the corporate-boardroom-cum-kitchens, where ideas and plans are cooked and placed into motion. Men would be in the techno-parking lots, admiring the straight lines, challenging parking hierarchy and showing off high-powered toys.

They often say that men are more fixated to rational, logic-based approaches while women act from the heart. However, both types of mentalities and approaches have, without a doubt, produced exceptional results.

Today, with the advent of sophisticated computerisation and turnkey models for applications to complicated business processes, the advantage lies on the women's side, giving them the upper hand to exercise their free-flow thinking and deeper appreciation of human interaction; a necessary concept for any business model, regardless of any region.

Women by virtue of raising children also make great educators and in very broad strokes, this makes their leadership viable as natural motivators, problem solvers, educators and innovators; they possess the skills necessary for successful business growth.

Here in Dubai, the current business race to catch the world's attention has spilled over to the Middle East. This creates opportunities for new ventures and enables ideas to become reality. For women-owned businesses in the Middle East, it's absolutely critical to acquire a deeper understanding of new trends, by bypassing traditional methods of growth and brand building based on traditional advertising and promotions.

Critical components

They must discover the latest methods that can create the best image in the fastest time with minimal cost while delivering the biggest impact. Cyber-branding can turbo charge business models. Here are some critical components that turn a star of an idea into a superstar.

Define the concept well, with good selling proposition and how it relates to the new 'heartfelt' approach? Aim for superior quality - it's what creates brand distinction in the minds of the customers which quickly transforms into value. Access to your ideas is created by a thorough analysis of your business model, and through placing various types of contact points to entice the customer into realising your quality and value. Create a world-class capable master brand name identity anything less will cost ten times more with limited returns, and runs a risk of creating a distorted or short-lived identity that does not accurately portray the highly critical element of your business strategy.

Recommendations

In the Middle East, there are opportunities in retail and franchising. So discover the magic of creating local brands that will eventually become national or global business models.

There are dozens of creative services from film industries to various types of publishing. They all offer opportunities to build a powerful image and brand-savvy culture. There are thousands of small-medium manufacturing, assemblies and product development ideas; there are endless opportunities and great alliances available from China, India and many other Asian countries to name a few.

The art of building a solid image and firmly establishing it under a global identity is the most sought-after desire of any business community. Here in the Middle East, the race of the women-owned businesses to become superstars of the region has just begun.

Naseem Javed is a world recognised authority on global image positioning and brand name identities. He can be reached at nj@njabc.com.