Bec Brideson is the author of Blind Spots, a business book exploring the $28 trillion female economy and the methodology a business needs to acquire and retain the female consumer. An innovator and award-winning founder, Bec helps clever companies become commercially smarter by realising the economic power of the female economy. She makes diagnoses, develops segmentation strategies and creates solutions so businesses can capture their share of an enormously influential market, arguing that the female lens is a workforce asset at a time when women will be responsible for 75 per cent of household discretionary spend. Bec is one of the authors of the Expert Author Community.