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Female Brand, The: Using the Female Mindset to Succeed in Business by Catherine Kaputa

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6ASPECTS OF ATTRACTION

Should attractiveness matter? In an ideal world, probably not.

But it’s not an ideal world, and we’re just kidding ourselves if we deny that attractiveness is a factor in success. It won’t help if you feel that the world of surfaces and self-presentation is beneath you. Besides, we can all project attractiveness, and as women, we have more at our disposal to do that. Men wear a “uniform” to work compared to women, who can work with a wide variety of clothes, accessories, hairstyles, and makeup. We have more assets and more opportunities to brand with our image. But because women do not have a recognized fashion code, as men do, we also have more opportunities to make mistakes with our visual presentations.

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