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    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

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Fujitsu’s attempt to attract women a little insulting

Fujitsu has developed a laptop specifically for women, which smells like a strategic mistake to me.

The “Floral Kiss,” as its called, will debut in Japan on November 2. This is one concept that should have been crumpled and tossed to the drawing room floor.

Boasting a hokey array of “female friendly” features, the computer includes a flip hatch that can “even be used by the well-manicured” and “a power button adorned with a pearl-like accent.” It also boasts a caps-lock key embedded with diamond-cut gem “for a sophisticated look.”

Frankly, the Floral Kiss seems more like a kid-friendly tablet – you know, the ones with rubber bumpers, vibrant colors and a designated application set just for tots – than something women will want.

The Floral Kiss comes in “elegant white,” “feminine pink” and “luxury brown” and equipped with the built-in Digital Scrapbook, Diary and Horoscope applications. Insulting, isn’t it?

Fujitsu brandWhile the Floral Kiss itself is inane, the apparent branding miscues behind it are worse. Women are just as technologically savvy as men. Just like the guys, they effortlessly use iPads, stream Netflix and shop at Amazon.com.

Fujitsu ignores all that by lumping women into a bizarre stereotypical category of jewelry and arts-and-crafts lovers.

Interestingly enough, Jezebel’s Jenna Saunders agrees:

“Women are not some special subclass of humanity with totally unique needs in laptop computers (and a bizarre and unshakable preference for the color pink). Laptops are unisex, and the talents of the vague ‘team of female engineers’ who were tasked with designing this monstrosity would be put to better use improving the user experience of all Fujitsu’s existing female customers.”

I couldn’t have said it better myself.

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