Testosterone-Free Marketing: Not Just Business as Usual

For many women entrepreneurs, marketing is their greatest challenge. They may feel uncomfortable "tooting their own horn", and the military and sports analogies that dominate many marketing books sit with them about as well as wearing combat boots with a dress.

Marketing expert Denise Michaels says that there are alternative approaches that suit women's style:

It’s time for women to re-frame marketing and view it not as “killing the competition” but instead as “creating.” Women create the entire human race. We can certainly give birth to, nurture and raise a successful business. Marketing is also about relationship building and that’s something women excel at.

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