Diversity: A Bridge to

ClientNFL
Trust
Players
Association
Conference
Edward N. Gadsden, Jr.
May 2009 1
 Birth Order Exercise
Area 1: Born before 1976 and
after 1965

Area 2: Born after 1976 and

before 1998

Area 3: Born after 1964

2
 What have you “heard”

List Five Things

3
 Room Exercise
List 5 Characteristics of a
"Hip Hopper" i.e., life style,
age, education, ethnicity,
etc.

4
 Tra

Born 1
5
 Born

6
Work
 The “Hip Hop” Generation
24 Million people from a range of
nationalities, ethnic groups, and religions

37% of 15-25 yr. olds in China identify

with Hip Hop ~ 26 million

19.6 Million in US; 39% live in the

suburbs and are White

7
“Hip Hop” Consumer Factoids
90 Billion in discretionary spending
Spend 45% or more monthly on clothing,
accessories, and shoes
Spend $6 billion per year on the latest
"kicks"
54% own laptops ~ a bit higher than their
overall segment
$9 Billion yearly on recreational
activities
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 Trust Model

3. Trust Until
According to Robert Fisher, there are four basic trust models:
• Suspicious Still: Don’t ever trust anyone, even after they get the facts
• Suspicious Until: Don’t trust anyone until they get the facts
• Trust Until: Trust people until they screw up
Trust Still: Trust people even after they make mistakes,
sometimes even when they hurt you
9
 Diversity Trust Levers
Question your assumptions

Recognize/understand differences
that make a difference

Ask "powerful" questions

Step into your client’s comfort zone

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