CHAPTER 2

Surveying the Landscape

The Essential Components of an Evergreen Organization

GoldieBlox is sweeping the nation. The Super Bowl XLVIII commercial provocatively introduced the company (which has a unique line of girl-focused building toys) to a mass audience in 2014. The ad shows girls using pulleys to lower a pink unicorn “rocking horse” from a second-story balcony, girls loading a pink princess fort onto a makeshift cargo freighter fashioned out of skateboards, and girls pedaling an elaborate contraption fastened to a pink tricycle down a street—this blur of pink snowballs, earnestly and at breakneck speed. Boys, befuddled, leap out of the way of this increasingly boisterous group. Hundreds of girls charge their final destination—a ...

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