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Cam Marston is the leading expert on how generational change is influencing the marketplace and the workplace. Marston and his firm, Generational Insights, have provided research and consultation on generational issues to hundreds of companies and professional groups, ranging from small businesses to multinational corporations, as well as major professional associations, for over 16 years.

An author, columnist, blogger, and lecturer, Marston describes and analyzes the major generations of our time: Matures (born before 1946), Baby Boomers, (born 1946-64), Generation X (born 1965-79), and Millennials (born 1980-2000). He explains how their generational characteristics and differences affect every aspect of business, including recruiting and retention, management and motivation, and sales and marketing.

Marston is the author of Generational Selling Tactics That Work, the first book-length study of generational approaches to sales and marketing. His two training videos on the topic have been best sellers since introduced in 2005. Marston’s most recent book The Gen-Savvy Financial Advisor is a must-read for anyone working in the financial services industry.

Marston’s expertise has been featured in the Wall Street Journal, The Economist, the Chicago Tribune, BusinessWeek, Fortune, Money, and Forbes, as well as on Good Morning America, CNN International, and the BBC. He writes a column for InvestmentNews, CNBC, Investment Advisor, and has been a featured columnist in Agent’s Sales Journal, AdvisorOne Magazine, ThinkAdvisor and Multi-Housing News, among others. His blog at generationalinsights.com tracks the latest changes and developments in generational issues and demographics.

Full Profile

    Consultant, author, and speaker Cam Marston has worked with Fortune 500 companies and small businesses throughout the world to improve multigenerational relations and communications. He has appeared in the Chicago Tribune, Philadelphia Inquirer, New Zealand Herald, Entrepreneur Magazine, Charlotte Observer, HR Management Today, Money Magazine, Fortune Small Business (FSB), on the BBC, Good Morning America, and in and numerous trade journals and city business journals across the United States.

    Cam’s programs and concepts are the result of more than eight years’ extensive research and study inside businesses of all sizes and sectors. In the course of his work, he has interviewed hundreds of representatives of the various generations. Their answers are interesting—sometimes surprising—and always valuable.

    Marston began his generational-focused consultancy after several years selling for Nestle Brands Foodservice Company. While at Nestle he discovered that he developed closer relationships with his customers when he talked to them about subjects that appealed to their value systems. He soon learned that his customers had many different values but the values were roughly the same in each generation.

    In 1996 he founded Marston Communications. Originally his clients engaged him to conduct surveys, focus groups, and research on both their customer and employee bases. Cam’s results revealed significant generational differences that his clients had never recognized.

    In June, 1997, Time magazine brought Generation X and the generational differences to the forefront of American debate with the cover article “Great Xpectations.” Marston read it and realized his findings were the same ones the article discussed. Soon after that he gave his first presentation on generational differences in the workplace. Using the research he himself had conducted within organizations and the explosion of information on this newly-identified generation appearing all over the media, Marston began exploring generational differences in the workplace and presenting his findings across the globe.

    In 2005 Marston gave more than 100 presentations which reflects the ever increasing demand for information on the generations. Today his clients range from small, local associations, to national convention audiences of more than 3,000, to a handful of Fortune 500 senior executives in a corporate boardroom. His first book, Motivating the “What’s In It For Me” Workforce, was published in October, 2005.


Cam Marston Speaker Videos Back to top

Cam Marston, Generational Expert: Demo Video


Cam Marston touches on the different habits and values of the three major generations in the workplace and marketplace today. Each humorous example is enhanced with tips that your organization can use to leverage the way different generations behave and view the world.

Marston reveals that is the “Generation X Mother” is perhaps the most influential consumer. Not only is she purchasing for her family, she is digitally connected and has sway over an extensive network of people. If she loves your product, she will rave to her entire extended family and friends; however if she has a negative experience with your brand, her voice will also be heard. “If you’re in your stores and you see this woman, treat her well, treat her very well,” Marston advises. “If you’re a manufacturer and know she’s part of your target audience, treat her well – at the top of your list.”

Keynote Excerpt: Leadership in a Distracted World



Speeches / Speaking Engagements Back to top


Cam Marston helps companies understand the intersection of demographic trends and generational biases. Entertaining, well researched, and always relevant, his insights into the generations, their behaviors, and their preferences will teach your audience what truly matters about each of them and what it means for your team or your business.

Marston’s presentations are informative, engaging, and humorous, offering concrete demographic research that is tailored to your group. Marston enlivens the data with anecdotes from the real business world, attention-grabbing visuals, and quips that make his message stick.

    Four Generations in the Workplace: Mixing Experience, Leadership, Ambition and Fun

      Four generations: four times the fun (and potential)

      For the first time in history, corporate managers are working with four distinct and very different generations of employees - Matures, Boomers, Xers, and Millennials. Each generation is motivated quite differently, aspires to different personal and professional goals, and interprets accepted business practices and business etiquette in drastically diverse fashion.

      It can get pretty complex - and pretty ugly, as well. One-size-fits-all management styles have never been a less fitting. So how do you transform this problem of enormous magnitude into an opportunity of exponential proportion? Read on….

      Unleashing the awesome power of the ages in your workplace

      Twenty-first century managers have become -- like it or not -- pioneers in workplace leadership. Everyone in the workplace is pioneering new territory, facing first-time-ever challenges - and enjoying the prospects of greater potential performance, productivity, and creativity than ever before in history.

      In this exciting, informative, and inspiring presentation "Four Generations in the Workplace," you will learn what these four generations really want from their work experience - and from their lives.

      Discover the critical differences in how Matures, Boomers, Xers, and Millennials view --

      • Sacrifice
      • Loyalty
      • Flextime
      • Tenure
      • Skill-building
      • Time on the job
      • Balance
      • Rewards, incentives
      • Support and encouragement

      This highly interactive presentation laced with and real-life examples will challenge the way you think about yourself and the people you manage. The results can be absolutely incredible. Come ready for fun as you see revealed the true inside story about what makes these distinct generations tick.

    Selling Across the Generations: Dilemmas and Solutions

      Different ages…different approaches

      Oftentimes, when sales people say they′re "targeting" an age group, they′re referring to dated life-stage profiling, a media plan, and demographic stereotypes. But they may be missing a key - perhaps the key - targeting mechanism: genuine generational marketing strategies. These strategies involve the values, attitudes, beliefs, decision-making styles, and preferences of the four distinct generations active in the modern marketplace.

      Have you learned to tailor your sales and marketing messages to appeal to a specific generation? It′s called "Generational Marketing", and it′s a valuable sales strategy too often overlooked by even the most veteran sales and marketing professionals.

      Generational Marketing made fun -- and highly rewarding

      It′s this simple: Enhancing your sales approach with Generational Marketing strategies will make you a more successful salesperson. Why? Because getting to "yes" with your prospects is often a matter of understanding generational preferences: how they see the world and how they like the world to work. Now each targeted generation you work with will hear unique messages and will know that you clearly understand them.

      In "Selling Across the Generations" you will learn all the basics of how to approach each generation; how to customize your sales approach to include powerful messages for each of the four distinct generations of buyers: Matures, Boomers, Xers, and Millennials; and how to develop rapport with members each generation during the sales process. Plus, you′ll see examples and case studies of successful Generational Marketing strategies.

      This is one presentation you′re sure to find enlightening as well as entertaining. If you want to learn how to be a more effective, dynamic salesperson - see what′s possible when you hold the keys to selling across the generations.

    Employee Retention: Strategies for the New Millennium

      The best talent is always hard to find, isn′t it?

      Perhaps performance guru Tom Peters says it best: "We are in a war for talent." Is this a war you can win? The answer is a resounding "Yes!" But what are the secrets for getting and keeping the best available talent? The answers may lie in their birth dates - that is the generation into which they were born. It′s definitely time to rethink the two R′s: recruitment and retention.

      A winning talent strategy begins here…

      Talented, trained and skilled people are always in demand. Despite the advances in technology, despite the best intentions of leadership, the brilliance of the corporate vision, and the determination of entrepreneurial spirit - Every company′s future hinges on finding and keeping the right people.

      Although company loyalty is at an all time low, employee loyalty is not dead. Yesterday′s workers gave their loyalty to their company. They saw their employer as their benefactor. This is no longer the case -- and probably won′t ever be again. Modern employees now focus their loyalty on an individual -- most notably, their manager. So retention, like customer service, becomes everyone′s business and not just the precinct of the human resources department and benefits packages.

      "Employee Retention 2004", gives you a new generational lens to clearly see, focus on, and learn what steps to take to keep your Matures, Boomers, Xers, and Millennials vital, contributing participants in your company′s vision.

      Participants will learn --

      • What retention strategies are appealing to each generation
      • Why the "Organization Man" is a rare find today
      • Who companies are competing with for employees
      • The importance of understanding each generation′s "revised" 21st century life stages
      • What company leaders must do to inspire employee loyalty

        Where possible:

      • An analysis of the client company′s demographics as compared to the population at large
      • Specific action plans based on the above analysis

      This is one issue you absolutely need to address to be successful in the twenty-first century. The rewards are extraordinary! Discover how you can use something as simple as a birth date to unlock a bright and exciting new world within your company.

    Pre and Post Conference Programs

      Presentation skills are more in demand today than they′ve ever been. With our ever-increasing reliance on technology to communicate, the value of the spoken word has become more and more precious as it becomes less and less frequent. Each message we communicate in person carries more weight since these types of messages are becoming more rare.

      Too often, learning to deliver a good presentation is done through trial and error. It doesn′t have to be that way, though. Presentation skills can be taught. And taught in a way that excites an audience to learn and ignites them to utilize their new skills immediately.

      In sessions ranging from two hours to a full day, Cam Marston will lead participants through a Presentation Skills Workshop that will teach them how to present themselves to any audience of any size and be a hit. The secrets to making a good presentation are easily learned and Cam teaches in an easygoing, low stress manner that some presentation skills workshops lack. Audience members will come away as better presenters, eager to try their new techniques.

      Workshop options:

      • Video taping of each participant with personal coaching and video review
      • Exercises where each participant practices and receives group coaching
      • Homework assigned prior to the event
      • Pre-registration and course administration by Marston Communications
      • Break-even analysis for programs that charge participants
      • Limited class sizes for the most effective coaching and feedback

      "People today really seem to be looking for some personal take homes from attending the many industry meetings and conferences they are required to attend... and you certainly gave them their moneys worth. It was a great way for us to add value to the program and sell more room nights without having to create more workshops or general sessions. As you know we had many people on the waiting list and even had a few clients trying to "pull rank" to attend the session. The lucky attendees really enjoyed it and based on the evaluations we received, it was one of the most effective aspects of our program."
      Ellie Sullivan - Relocation Resources International, Norwell, MA

      The Gen Saavy-Financial Advisor
      OVERVIEW
      For decades financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946 – 1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance, and other financial services.

      The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation’s characteristics but also each generation’s distinct anxieties and concerns prompted by the downturn.

      Some figures that reflect the coming changes:

      • The 40 to 59-year-old demographic among potential clients will only grow 1% between 2005 and 2020.
      • 29% of wealthy investors are under 50 years of age and they control 37% of potential investment assets, representing $18.6 billion in potential revenue for advisors.
      • Investors between 18 and 50 years old will inherit more than $41 trillion in assets by 2052.
      Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of “expert” is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.

      As an InvestmentNews columnist and the author of The Gen-Savvy Financial Advisor, Cam provides tips, ideas, and examples for how to best court and serve each generation of client. His presentations are full of “take home value” content, even giving his audiences the words to use in specific scenarios.

      The next generation of financial services client has arrived. They will not tolerate being treated the same way their parents were treated. Learn what they want in this exciting and impactful presentation.





* Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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    Motivating the ′′What′s In It For Me′′ Workforce: Manage Across the Generational Divide and Increase Profits
    All generations are not alike. While Baby Boomers base their vision of professional success on climbing hierarchical corporate ladders, Gen-X and New Millennial workers view success quite differently. These younger workers care little for tradition, placing a higher value on individuality, personal freedom, and the professional flexibility and creativity it takes to succeed in a globalized economy.

    This generational divergence creates a communication challenge for many of today′s managers. The promise of slowly climbing the company ladder no longer has the motivational force it once did, and the traditional management structure is quickly slipping into obsolescence. Younger workers are less loyal to their organizations, quicker to adapt to cultural and technological changes, and more possessive of their free time.

    In Motivating the "What′s In It For Me?" Workforce, Cam Marston reveals how to diffuse the conflict between managers with one set of expectations and employees with another. He shows managers how to deal with differing generational expectations regarding promotions, incentives, recognition, and prioritization of work itself, bridging the gap between managers raised in one tradition and workers raised in another.

    Based on his long experience consulting with and interviewing managers and workers of every age, Marston provides detailed guidance on motivating every employee to achieve peak performance—no matter what generation they belong to. Packed with guidance on bringing the generations together to achieve organizational success, this practical guide offers concrete steps for solving generational problems in any workplace.

    It takes more to motivate today′s "What′s In It For Me?" workforce, but connecting with younger generations is vital for any manager′s success—as well as any organization′s. Marston helps you bridge that gap, so you can get more out of every worker, no matter their age and attitude.
    Order Here




    Generational Selling Tactics that Work: Quick and Dirty Secrets for Selling to Any Age Group
    Generational Selling Tactics that Work is based on Marston′s research on generational biases in the sales and service arena. In this work you′ll learn the simple and easy tactics for connecting with and engaging the different generations of customers and clients.

    The premise is simple: People do business with people that they like. And people do business with people who they think are like themselves. Generational Selling Tactics that Work will teach you how to be both like your client and likable by your client. Your client′s generational outlook has a huge influence in how they view their world and in this book you′ll learn how to work with your client in new and more profitable ways.
    Order Here





    Four Generations in the Workplace: Mixing Experience, Leadership, Ambition and Fun

      Four generations: four times the fun (and potential)

      For the first time in history, corporate managers are working with four distinct and very different generations of employees - Matures, Boomers, Xers, and Millennials. Each generation is motivated quite differently, aspires to different personal and professional goals, and interprets accepted business practices and business etiquette in drastically diverse fashion.

      It can get pretty complex - and pretty ugly, as well. One-size-fits-all management styles have never been a less fitting. So how do you transform this problem of enormous magnitude into an opportunity of exponential proportion? Read on….

      Unleashing the awesome power of the ages in your workplace

      Twenty-first century managers have become -- like it or not -- pioneers in workplace leadership. Everyone in the workplace is pioneering new territory, facing first-time-ever challenges - and enjoying the prospects of greater potential performance, productivity, and creativity than ever before in history.

      In this exciting, informative, and inspiring presentation "Four Generations in the Workplace," you will learn what these four generations really want from their work experience - and from their lives.

      Discover the critical differences in how Matures, Boomers, Xers, and Millennials view --

      • Sacrifice
      • Loyalty
      • Flextime
      • Tenure
      • Skill-building
      • Time on the job
      • Balance
      • Rewards, incentives
      • Support and encouragement

      This highly interactive presentation laced with and real-life examples will challenge the way you think about yourself and the people you manage. The results can be absolutely incredible. Come ready for fun as you see revealed the true inside story about what makes these distinct generations tick.

    Selling Across the Generations: Dilemmas and Solutions

      Different ages…different approaches

      Oftentimes, when sales people say they′re "targeting" an age group, they′re referring to dated life-stage profiling, a media plan, and demographic stereotypes. But they may be missing a key - perhaps the key - targeting mechanism: genuine generational marketing strategies. These strategies involve the values, attitudes, beliefs, decision-making styles, and preferences of the four distinct generations active in the modern marketplace.

      Have you learned to tailor your sales and marketing messages to appeal to a specific generation? It′s called "Generational Marketing", and it′s a valuable sales strategy too often overlooked by even the most veteran sales and marketing professionals.

      Generational Marketing made fun -- and highly rewarding

      It′s this simple: Enhancing your sales approach with Generational Marketing strategies will make you a more successful salesperson. Why? Because getting to "yes" with your prospects is often a matter of understanding generational preferences: how they see the world and how they like the world to work. Now each targeted generation you work with will hear unique messages and will know that you clearly understand them.

      In "Selling Across the Generations" you will learn all the basics of how to approach each generation; how to customize your sales approach to include powerful messages for each of the four distinct generations of buyers: Matures, Boomers, Xers, and Millennials; and how to develop rapport with members each generation during the sales process. Plus, you′ll see examples and case studies of successful Generational Marketing strategies.

      This is one presentation you′re sure to find enlightening as well as entertaining. If you want to learn how to be a more effective, dynamic salesperson - see what′s possible when you hold the keys to selling across the generations.

    Employee Retention: Strategies for the New Millennium

      The best talent is always hard to find, isn′t it?

      Perhaps performance guru Tom Peters says it best: "We are in a war for talent." Is this a war you can win? The answer is a resounding "Yes!" But what are the secrets for getting and keeping the best available talent? The answers may lie in their birth dates - that is the generation into which they were born. It′s definitely time to rethink the two R′s: recruitment and retention.

      A winning talent strategy begins here…

      Talented, trained and skilled people are always in demand. Despite the advances in technology, despite the best intentions of leadership, the brilliance of the corporate vision, and the determination of entrepreneurial spirit - Every company′s future hinges on finding and keeping the right people.

      Although company loyalty is at an all time low, employee loyalty is not dead. Yesterday′s workers gave their loyalty to their company. They saw their employer as their benefactor. This is no longer the case -- and probably won′t ever be again. Modern employees now focus their loyalty on an individual -- most notably, their manager. So retention, like customer service, becomes everyone′s business and not just the precinct of the human resources department and benefits packages.

      "Employee Retention 2004", gives you a new generational lens to clearly see, focus on, and learn what steps to take to keep your Matures, Boomers, Xers, and Millennials vital, contributing participants in your company′s vision.

      Participants will learn --

      • What retention strategies are appealing to each generation
      • Why the "Organization Man" is a rare find today
      • Who companies are competing with for employees
      • The importance of understanding each generation′s "revised" 21st century life stages
      • What company leaders must do to inspire employee loyalty

        Where possible:

      • An analysis of the client company′s demographics as compared to the population at large
      • Specific action plans based on the above analysis

      This is one issue you absolutely need to address to be successful in the twenty-first century. The rewards are extraordinary! Discover how you can use something as simple as a birth date to unlock a bright and exciting new world within your company.

    Pre and Post Conference Programs

      Presentation skills are more in demand today than they′ve ever been. With our ever-increasing reliance on technology to communicate, the value of the spoken word has become more and more precious as it becomes less and less frequent. Each message we communicate in person carries more weight since these types of messages are becoming more rare.

      Too often, learning to deliver a good presentation is done through trial and error. It doesn′t have to be that way, though. Presentation skills can be taught. And taught in a way that excites an audience to learn and ignites them to utilize their new skills immediately.

      In sessions ranging from two hours to a full day, Cam Marston will lead participants through a Presentation Skills Workshop that will teach them how to present themselves to any audience of any size and be a hit. The secrets to making a good presentation are easily learned and Cam teaches in an easygoing, low stress manner that some presentation skills workshops lack. Audience members will come away as better presenters, eager to try their new techniques.

      Workshop options:

      • Video taping of each participant with personal coaching and video review
      • Exercises where each participant practices and receives group coaching
      • Homework assigned prior to the event
      • Pre-registration and course administration by Marston Communications
      • Break-even analysis for programs that charge participants
      • Limited class sizes for the most effective coaching and feedback

      "People today really seem to be looking for some personal take homes from attending the many industry meetings and conferences they are required to attend... and you certainly gave them their moneys worth. It was a great way for us to add value to the program and sell more room nights without having to create more workshops or general sessions. As you know we had many people on the waiting list and even had a few clients trying to "pull rank" to attend the session. The lucky attendees really enjoyed it and based on the evaluations we received, it was one of the most effective aspects of our program."
      Ellie Sullivan - Relocation Resources International, Norwell, MA

      The Gen Saavy-Financial Advisor
      OVERVIEW
      For decades financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946 – 1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance, and other financial services.

      The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation’s characteristics but also each generation’s distinct anxieties and concerns prompted by the downturn.

      Some figures that reflect the coming changes:

      • The 40 to 59-year-old demographic among potential clients will only grow 1% between 2005 and 2020.
      • 29% of wealthy investors are under 50 years of age and they control 37% of potential investment assets, representing $18.6 billion in potential revenue for advisors.
      • Investors between 18 and 50 years old will inherit more than $41 trillion in assets by 2052.
      Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of “expert” is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.

      As an InvestmentNews columnist and the author of The Gen-Savvy Financial Advisor, Cam provides tips, ideas, and examples for how to best court and serve each generation of client. His presentations are full of “take home value” content, even giving his audiences the words to use in specific scenarios.

      The next generation of financial services client has arrived. They will not tolerate being treated the same way their parents were treated. Learn what they want in this exciting and impactful presentation.



Cam Marston, Generational Expert: Demo Video


Cam Marston touches on the different habits and values of the three major generations in the workplace and marketplace today. Each humorous example is enhanced with tips that your organization can use to leverage the way different generations behave and view the world.

Marston reveals that is the “Generation X Mother” is perhaps the most influential consumer. Not only is she purchasing for her family, she is digitally connected and has sway over an extensive network of people. If she loves your product, she will rave to her entire extended family and friends; however if she has a negative experience with your brand, her voice will also be heard. “If you’re in your stores and you see this woman, treat her well, treat her very well,” Marston advises. “If you’re a manufacturer and know she’s part of your target audience, treat her well – at the top of your list.”

Keynote Excerpt: Leadership in a Distracted World