Alpha vs Zeta

Following the comment on my last post, I just thought I would write a few words to clarify my thoughts on the Alpha vs Zeta battle we are seeing manifest - not just in business but in the world.

Alpha values = pursuit of money & power which leads to desires like control, revenge. These are traditional male values (although there are many 'Alpha Females').

Zeta values = pursuit of harmony & collaboration which leads to ethics, integrity and desire to help others. These are traditional female values (although there are many 'Zeta Males').

The traditional business world is built on Alpha values - the vast majority of the world's wealth controlled by a very small number of very powerful people; the pursuit of wealth at all costs having reaped huge damage to the environment, as well as issues like exploitation of child labour, horrific animal farming methods and so on.

However, the most powerful people in the business world are ultimately the customers - and because 70% of purchasing decisions are now made or influenced by women, and because the explosion of communication has revealed what is really going on, women are becoming more and more drawn to Zeta brands - who trade with ethics and integrity, not the pure 'Alpha' profit motive.

The 'Zetas' are also increasingly finding/intrinsically know that happiness is not found in material possessions (as the advertising world would like to make them believe), hence the retailers having to work harder and harder to maintain the sales of things that for the most part people do not actually need.

Of course the traditional Alpha businesses have recognised the trend, and are desperately trying to re-brand themselves as 'green' and 'ethical', yet at the heart of it they are run by the City, which is only interested in short term results.

Meanwhile, some of the most enlightened wealthy are now devoting an increasing amount of their time to Zeta causes (Bill Gates, Warren Buffett, Branson)

And we are starting to see an increasing polarisation between the two groups.

If you don't believe this, take a look at some of the footage coming through from the Far East - lorries of soldiers heading for Tibet horrific scenes of violence against religious and intrinsically peaceful people, and the Dalai Lama declared a 'Jackal in monk's robes' by the Chinese government.

Meantime we see stock markets in meltdown and hoards of 'Alphas' on telephones desperately trying to protect their money as The Establishment tries to stop the credit bubble bursting - imaginary money which was provided to keep fuelling a sales lead economy.

Just to bring this back to small business, which is the sector I am most active in, I would say to people going into business, look at these trends and think ahead to the natural consequences of what is happening.

A shift away from materialism, a growing desire for harmony peace and self-understanding and a customer base which is increasingly being drawn to ethical and honest brands.

Look at any projection of the future whether it is Star Trek or Stanley Kubrick and you will see minimalism and the search for knowledge and understanding, not more 'stuff'.

And if all this sounds 'bitter', no doubt 'anonymous will let me know...

Alpha Females

Congratulations to Management Today for profiling the 'Top 35 Women Under 35' in this month's issue - but shame on the Sunday Times this week for labelling them 'Alpha Females' !

I've met several of the ladies on the list and can categorically say that they are 180 degrees opposite to the old fashioned 'Alpha Male' breed of businessmen. Yes, they are all focussed and determined - but the similarity really does end there.

Women tend to go into business through passion for what they do, not for profit. But ironically, it's that same passion - to sell great products, give fantastic services and create unforgettable experiences - that gives these 'Passionpreneurs' a formidable edge over their Alpha Male adversaries, who are typically much more interested in making money than in the customers who spend it.

Women who create businesses from the heart also create a really positive flow of energy - so vibrant that you actually feel energised in their presence - an energy which magically seems to attract the right people, as well as an abundance of opportunity. Speak to any Passionpreneur about their entrepreneurial journey and you can't fail to notice that amazing coincidences and synchronicity always seem to feature vividly in the mix.

Yes, there are still a few hard faced 'Alpha Females' out there, trying to prove they can be 'as good as the men' - in their navy pinstripe skirt suits and black stilletto uniforms.

By contrast, our Passionpreneurs are successful while still being feminine, and also run their business with tremendous ethics and integrity, realising that relentless pursuit of profit at any cost can no longer be the sole business driver in the 21st century .

Which magnetically attracts customers like bees to honey.

And given that 80% of consumer decisions are now made or influenced by women, it would seem that the time is ripe for our Passionpreneurs to show the men a thing or two about what it really means to be successful in business.