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

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9A BRAND FOR ALL SEASONS

Attractive and slim, wearing a chic pink Chanel suit, “Ophelia” cut an elegant image when we met. It was quite a contrast from the phone conversation we’d had a week earlier, when Ophelia emotionally described being laid off.

Up until that day, Ophelia was headed straight up the career ladder. From a family of Chinese American professionals, she attended prestigious schools and started her career in finance after business school. Life was sweet for several years, until the subprime mortgage crisis hit; then Ophelia was out on the street.

The economy was in the doldrums with no end in sight, and the financial services industry was undergoing a major retrenchment, with thousands of talented people being laid off. Ophelia ...

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