Cheryl offers: I met a truly interesting man today at First Friday Book Synopsis; his name is Dean Rubsamen. He works for my insurance company, State Farm. Though he’s not my agent, in a manner of speaking, he is. What I learned was my insurance company is changing their ways in order to give women what we want. If you’ve read either the HBR article “The Female Economy” or the book Women Want More both written by Michael J. Silverstein and Kate Sayre, you’d know there’s a huge emerging opportunity for many businesses to capture the multi-trillion dollar sized female market. Yes, that “t” is correct; it’s not an “m” or a “b”. In the book, the research is clear about what women want and what is missing from today’s offerings in several key areas: food, fitness, beauty, apparel and financial services. We want convenience that saves us time, products that fit our needs, to be treated as intelligent consumers, and we are willing to trade up to get it. State Farm recognizes this opportunity and is doing something about. In the words of Melanne Vermeer, cofounder and chair of Vital Voices Global Partnership, “Without women’s full participation, no country can prosper, but in order to tap their potential, women need the tools for effective leadership. There is no better investment for our world.” I’ve been with State Farm for years based on their service; now I’m with them because they are innovative.