Introduction
The Athena Doctrine
“The world would be a better place if men thought more like women.” (66% agree)
—Authors' proprietary global survey of thirteen nations representing 65 percent of global GDP
During the year after we described America's transition to a “new normal” in our book Spend Shift (2010), we traveled the country and heard from many people who agreed with the thesis that a quiet revolution had taken place in “the way we buy, sell, and live” and applauded how individuals, families, businesses, and organizations were adapting to tougher economic conditions.1
We had stressed the theme of adaptation and not merely survival ...
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