How to Start Up Lean

Entrepreneurs,
This is one of the most useful business-related book series you’ll ever read.
Lean Startup Entrepreneurial Series makes starting and marketing a business doable, in 3-steps, step-by-step—Marketing PROCESS, not theory or startup stories—the practice of marketing a business to thrive: https://www.amazon.com/dp/1732543100

Good luck on your startup journey!

#business #venturecapital #startups #founders #entrepreneurship #startup #entrepreneurs #mompreneur #smallbusiness #MVP

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Your Job Suck? Make Your Own!

Have an idea for a product or service, but have little money, and no clue how to create a business? Perhaps, you are currently marketing an offering that isn’t selling much, and you’d like to get more attention from your marketing efforts?

Lean Startup Marketing teaches the RAF Marketing Method of turning ideas into offerings of value, for profit. This three-step process gives you practical, doable steps to build a sustainable business, and get the greatest response on your marketing efforts, at launch, and beyond.

Bestselling author, and Stanford marketing instructor, J. Cafesin, takes you on the journey of your professional career—creating your own business—from idea through launch, at little to no cost. 

LSM Workshop 1: PRODUCTIZATION, is the process of getting intimate with your idea, or developing product. Neglect to productize your offering, and at best, your marketing efforts will get little traction. At worse, ignoring Productization leads to startup failure. Productization must happen before BRANDING (Workbook 2). Implementing the steps of Productization, in order, allows you to produce tightly targeted marketing campaigns that motivate viewers to click, try, or buy your offering.

• MBA to marketing novice, Workshop 1: PRODUCTIZATION provides all the marketing you’ll ever need to know to become proficient at marketing…anything.

• Create Productization Lists filled with content to use in your branding, marketing and ad campaigns throughout the life-cycle of your business.

• Identify Target Markets and Users who will likely buy your new offering.

• Construct an Elevator Pitch to succinctly chat up your new venture.

• Perform Competitive Analysis, and find differentiators that make your offering unique.

• Choose an effective Profit Model to make money on your offering.

• Project Horizontal and Vertical markets for current and future offerings.

LSM is not marketing theory. Each workbook, filled with slides, challenges and assignments, is a step-by-step guide you’ll refer to again and again, to assure you are on the proper path to building a thriving business. The LSM series provides specific, low-budget, actionable steps for marketing your offerings, to sell directly, or launch your first offering as a profitable startup. It’s time to become your own CEO, and create a career you love.

LSM Workbook 1 is available here:

In Print (recommended): https://www.amazon.com/dp/1732543100

Ebook (slides appear smaller): https://www.amazon.com/dp/B07L9LC8NS

You Are Not Safe

I’ll never forget the first time I saw the world wide web. It was 1995. I was in my rented townhome in Alameda, a small island on the east bank of the San Francisco Bay. I already had a dial-up modem plugged into my Mac LC that I used to send graphic files and documents to my lithographers and commercial printers through FTP (File Transfer Protocol).

I don’t know where I heard about Netscape, probably from a business associate. But I remember the afternoon I logged on for the first time. The interface was full color visual, the first I’d seen, since FTP was only black text on a white screen and no images. The Netscape logo—the uppercase N sinking into a black globe against a starry aquamarine sky, was…beautiful. Once I registered, the next screen had bright, colorful illustrations of a spacecraft, a construction site, a radio tower and more. Under each drawing white text against the black frames said, “Explore the Net. Company and Products. News and Reference. Community.” I was floored, drop-jawed. The interface gave me choices to go anywhere. Netscape was a portal to news sites, business with ‘websites,’ online communities, a virtual store, and reference libraries from around the world.

I called my roommate into my bedroom/office space to show her what I was seeing on my screen. “This changes everything,” I practically whispered, sure that this portal was the beginning of a connected world I only dreamt of as a kid.

As I sat there clicking on each navigation link, then exploring each site the Netscape browser delivered, I recalled when I was 8 or 9 years old, sitting in the back seat of my mother’s huge Chevy, while she drove me and my sister home from school. “One wish,” my mom asked us spontaneously. “One wish. Right now. If you could have anything you want, what would it be?” She often came up with non-sequitur like this to fill the void of silence after she’d asked about our day at school and got, “Fine,” back from both of us.

I answered instantly. “World peace,” and I meant it. My brother had come back from Vietnam a wreck. PTSD. Clinical depression. I’d watched war on TV nightly. And I’d felt war all around me, growing up in the late 60s, the anger of the Blacks, my working mother, and most all women suffocating under our servitude to men. “I wish that everyone would be nicer to each other, and take care of each other instead of fighting all the time.”

“That’s a stupid wish,” my sister said, sitting in the passenger seat. I cowered in the back seat, and shut up. “It’ll never happen. Violence is part of our nature. We wouldn’t be here today without it, since we have no other defenses like other animals on Earth.” She was 2 yrs older than me. Surely, she must be right. She wished for a new purse.

“This changes everything,” I’d said to my roommate as I browsed the internet that first time. And I believed it. A portal to the world would let us see how others lived, and let others see what what possible. In 1960s – 1990s U.S. most of us had a place to live in, and enough to eat every day. Most kids were vaccinated from horrific diseases, and didn’t die from the flu. We got a free education, through at least high school, and 20 – 30% of the population got a college education as well. And in California, college was cheap, making it accessible to most anyone.

My roommate stood over my shoulder staring at my screen as I went from site to site. She seemed unmoved by what we were seeing, and in short order went back to her room. I stayed online the rest of the night, into the early morning hours, amazed. I pursued news sites, read articles from all over the world. We could never again pretend that Holocausts weren’t happening. We’d find out about atrocities taking place anywhere, instantly, and the United Nations would have to stop them! The privileged would no longer be able to turn a blind eye on poverty or disease, even in the most remote places in Africa or the Middle East, seeing it daily on their computers. We could talk to people around the block or in other countries we’d never meet, but share ideas, and feelings. We’d see how similar we all are, how we all feel sad, or happy, or mad at times. We could connect 24/7, and never feel isolated or lonely again. The internet was a window to the world, and the view would surely motivate all of us to care for each other like never before.

This is the argument I gave to my dad at Saul’s, eating bagels and lox a few years later. As a lover of technology since childhood, he too was on the internet, one of the first adopters in his advanced age group. He shook his head and gave me his indulgent smile.

“The internet changes nothing. It is a tool, like a screwdriver. It won’t change human nature. And it won’t save us,” he said. “We’re going to have to do that. Until we learn to care for each other beyond ourselves, we are doomed.” He took a bite of his bagel and savored the mix of salmon, onions and bread, satisfied in the moment.

“You’re wrong, dad,” I exclaimed with certainty. “The internet is connecting the planet. For the first time in human history we are becoming one world.”

“One very small world, which everyone wants their piece of,” he said. “We’ve invented technology we can’t handle, from the Bomb to this internet. Getting bombarded with information isn’t going to change how we react to it. And the more technology we invent, the more likely we’ll implode with it.” He sighed, looked at me lovingly. “You can’t change the world, baby. Best just to focus on taking care of yourself, and your family.”

It was 1998. I had no idea what was coming, how the internet would evolve into the marketing platform it has become. But I left Saul’s that morning sure my father was wrong.

As it’s turned out, he wasn’t.

The Difference Between Men and Women

I’m a guy’s girl, meaning I’ve spent most of my life hanging out with men instead of women. Like the freight train comin at ya, I prefer men’s straightforward nature, their directness, their unwavering, solution-oriented trajectory. Men are simpler than women. Not less intelligent, just not round-about, underneath, from behind.

Women, by contrast, are the poison in your food. Eons of subjugation have forced us to become puppet-masters to get what we want. Not a judgment call, simply a fact that until very recently might was right, and men assumed they controlled the household with superior strength—at first to kill the mastodon and be the provider of food, and in the modern world, until recently, be the supplier of money. Back as late as the 1990s, women were still, and believe it or not still are, the primary homemakers, caring for the kids, shopping for and preparing the meals…etc. In fact, 99% of all household product commercials still show the women cleaning up, even when the men create the mess.

Notice I said, “men assumed they controlled the household.” Well, you know what happens when you ass (of) u (and) me…; -}

Seriously though, probably pretty early on, like cavemen times, women figured out how to get men to do what we want using our wiles—wits. Genetic transfer of memory over thousands of generations of women passing on how to be manipulative eventually became woven into our DNA and imprinted on our XX chromosomes.

Regardless of why women became…complex, the fact that we are scares me about us. Women don’t only manipulate men. Quite often our children, sometimes even our friends. I’d much rather face a freight train because if I’m paying attention I can get off the tracks before getting slammed. This also plays to why I’m a guy’s girl, why most of my friends have been men.

I knew I wanted kids for as long as I can remember. Two boys, I’d told any possible stakeholders, because boys are easier to raise. I now have two kids—a boy, 19, and a 16 year old girl, both of whom I’m madly in love with. Beyond proud, I’m humbled to know them. True to their ‘nature,’ my son is very direct with his feelings, practically the instant he feels something. He rarely lies, probably because he sucks at it, his facial expressions to the pause in his delivery clear indicators he’s not telling the truth or copping to. He’s a consummate whiner, but he respects the family rules and parental restrictions. My son is trustable, for which I’m eternally grateful.

My daughter, on the other hand, listens carefully, expresses just the right amount of contrition and understanding with every lecture, then does whatever she wants, whenever she wants, if she can get away with it. Went to kiss her goodnight a few nights ago and she was underneath her blanket watching Manga videos on her cellphone. She’d been viewing nightly since we took away her Kindle two weeks ago for watching videos on it instead of reading. Reading is all she’s allowed to do on the tablet, per our agreement when she got it for her birthday. (Is it too much to expect a 16½ year old to honor such an agreement when she gets plenty of electronics time on the weekends?)

While my son barely notices his reflection, my daughter spends hours in front of the mirror, preening. For eons a huge part of a woman’s value was/is defined by our physicality, so it’s natural, part of our nature now that our looks are important to us, or at the very least, more important to us than most men. My son likes violent movies. My daughter does not. She is deeply affected when families split up, or a parent or child dies in films, and even in books. Maternal instincts—reproducing and then caring for our offspring—is genetically encoded in our DNA. In fact, her reaction is not uncommon for most women.

Violent movies and video games are targeted at men because they are by far the predominant audience to engage with them.

Times truly are changing, though. Want part of a mastodon, a small ice-age relic? Buy one on Amazon. Most educated women who pursue a career path can pay their own way through life now, even if we still typically make less than men. Most of us don’t need a man’s support to survive, or even thrive. Technology, from the Pill to the personal computer has made it possible for women to control our own destinies, and function equally along side men in today’s business environments.

Sociological shifts in behavior are glacial, and true sexual equality is probably still a few generations in coming. Perhaps our great-grandchildren will share equal incomes, and split the household tasks of rearing the children to doing the dishes equitably as well.

From the dawn of man to present day the divide in humanity is not our race, religious orientation, education or income level. Our greatest division has been between men and women. I’m humbled to bear witness to a quantum shift in our evolution, that, for first time in our history, technology is providing us the ability to become an egalitarian race, and close this great divide.

 

 

 

PAY ATTENTION!

Regardless that these are babies, child or adults feel connected, safe, when the people in our lives SHOW they care about us, what we want, how we feel, and why. Shutting down, shutting those we ostensibly care about out, to self-protect, is destructive in the extreme.

From the clip:

“When she’s grounded, is comfortable in her world, she can explore, meet other people, try new things, as she’s got that safe base she can rely on.”

In other words, communication builds trust, and trust is the foundation of love.

The Future Out of Time

I was 9 years old the first time I saw the future before it happened.

It was a warm fall evening and dad and I sat on the flying bridge and sang, talked, and reveled in the beauty of the setting sun over the languid Pacific as we made our way to Catalina Island that Friday evening. My mother and sister were taking the public ferry over in the morning–mom too afraid to cross the channel in our 30-foot cabin cruiser at night.

There were no moorings available at Avalon, Catalina’s main harbor, which was always preferred for its calm sea protected by the rock breakwater. We had to pick up a mooring at St. Catherine’s, a small harbor on the north side of Avalon, exposed to the open ocean. Boats moored there continually pitched and tossed. Mom wasn’t going to be happy when she arrived with my sister on Saturday.

It was well after dark when dad got the boat in position and I grabbed the flag attached to the mooring line. I yanked the heavy rope out of the water, slipping and sliding on the deck as I secured it to our boat. By the time we laid anchor and tied the mooring lines it was almost 8:00 p.m. We caught the first water taxi to Avalon where we dined at the Flying Yachtsman, a favorite steak house for boater and locals. Just me and dad, captain and first mate, we ate mostly in silence, relishing the good meal after our long voyage.

We were almost through with dinner when a Coast Guard buddy of my father’s happened by and joined us for dessert. I was a little disappointed that my dad got involved in talking with his friend, Jim, and I was suddenly out of the loop. But I ate my apple crumb cake turning my head attentively to whomever was speaking, pretending to listen, though lost after the first few lines about horsepower in Jim’s new twin, fuel-injected engines.

After dinner, dad accepted Jim’s offer for a ride to our boat in his dinghy. I sat at the bow of the eight-foot skiff and dangled my hand over the side, letting my fingers comb the frothy waves created by the dinghy’s forward motion. My father sat in the center to keep the weight balanced, and Jim screamed over the engine as he drove. He described the damage from the Santa Ana winds that had blown through the island the previous week. Huge waves, some over 20 feet flooded storefronts. Several boats smashed into the shore when their mooring lines ripped from the ocean floor in St. Catherine’s.

And that’s when reality shifted. My awareness of where I was became distant, background to another. On some level I knew I was still on the skiff rounding the breakwater to the open sea on the way to our boat. But that’s not what I saw…

I wake on our boat in the middle of the night and lift my head to see the deep red light of the digital clock turn from 3:30 to 3:31. I glance over at my father sleeping next to me on the pull out bed in the main cabin. He’s turned away, snoring loudly. I slide the small curtain aside to glance out the window, and instead of the expected blackness I see a white sailboat six feet from our starboard side. It takes me a second to get that we’re about to crash into each other, suddenly aware that during the night our mooring line must have broken and we are free floating. Deck lights lit and mast lights on, every detail of the sailboat registers in my head–white, with light blue trim around the portholes and polished teak decks; identification numbers on the bow: K6749.

Then I was back in the dinghy, my finger’s freezing in the water. I snatched my hand out of the sea, tucked both hands between my legs and sat rigid as Jim pulled his dingy up to the stern of our boat. My father bid him goodbye with thanks as we boarded our vessel. Before my dad crossed the deck to the cabin I started ranting.

“Dad, our mooring line is going to break tonight and we’re going to hit a sailboat!”

“What are you talking about?” He stopped and turned to face me.

“I saw it. We’re going to smash into a sailboat at 3:30 in the morning. We have to move the boat now!”

“What do you mean, you ‘saw it?'”

I just stood there staring at him. I knew he wouldn’t believe me if I told him I had a vision. Hell, I didn’t believe me. But I knew what happened on that dinghy wasn’t a dream or fantasy. I knew I’d seen the future. I went back to proof by instance.

“Dad, our mooring line is going to break tonight and we’re going to hit a white sailboat with the call numbers K6749 if we don’t move the boat. So can we just move it, now please.”

Dad took the empirical position as always. “Do you see any white sailboats anywhere near us?”

By the moonlight the closest one I could see was a few rows up and far to the right. I couldn’t make out the call numbers, but I could see it had long narrow rectangular windows, not portholes. I shook my head.

“Okay. And hasn’t our boat been secured here all evening, the mooring clearly holding fast?”

“Yes.”

“And even if our mooring did break, we’d have the front anchor to secure the boat from drifting, isn’t that right?”

“Yeah. I guess.” I started to doubt my vision with his compiling logic.

“Well, what I’m guessing is when Jim told us that the mooring lines in St. Catherine’s harbor broke last week with the Santa Ana’s, it scared you. Did you hear him say that all the moorings were replaced with new ones?”

No. I’d missed that part because I was inside my head living an alternate reality at the time. “No. I didn’t hear him say that.”

“It’s late, sweetie,” my dad said, going into the cabin. “Let’s get ready for bed.”

—–

When I woke up in the middle of the night and the first thing I noticed was the digital clock turning from 3:30 to 3:31, I knew instantly that my earlier experience had not been a fantasy born of fear. I held my breath as I moved aside the curtain. I knew before actually seeing it that we were almost on top of a white sailboat. It had moored next to us while we slept.

I woke my father, screaming for him to get up as I scurried around him. He followed me out to the deck and saw that we were about to hit a sailboat, got the 12-foot push pole and wedged it between our two boats to avoid them smashing into each other while he put out the side bumpers. He told me to lift the front anchor and then yelled to the people on the sailboat to rouse them. As I moved along the narrow ledge around the side of our boat I noticed the call numbers K6749 printed on the sailboat’s bow.

The captain of the sailboat finally came on deck, got his push pole and kept our boats apart while my father ignited our diesel engines. Slipping and sliding, struggling to pull the heavy anchor out of the water onto the bow of our wet deck, I almost fell off the boat several times, which, to this day, over 40 years later, my father says was his greatest concern whenever he recites the incident, though he always adds “Something else happened weird that night…” but he can never recall what. I’ve never reminded him, but I’ll never forget.

**********

Similar experiences of ‘seeing’ the future occurred many times growing up, through my early 20’s. It came without warning, usually triggered by something someone said, and I would experience a reality shift in a flash. Sometimes, though rarely, it came in the form of a dream, but upon waking I knew it wasn’t a dream. Within hours the dream would play itself out in reality. Earthquakes were a big trigger. I would ‘see’ them before they occurred, know how strong they were going to be and the effects in their wake. Unusual events, generally with life threatening potential were also triggers, though rarely involving someone I knew. I saw car accidents, sometimes through the eyes of the drivers, hear about it the next day on the news, knowing what it was like in that car moments before, and then upon impact.

I don’t know where the visions came from. I knew they were glimpses of the future because they weren’t disjointed, like a dream or hallucination. They were sequential, tactile, visceral, a complete and instant emergence into another reality, separate from, yet similar to my experience of present time. I have not experienced one in over 20 years and I have no wish to. They were fundamentally frightening, and totally uncontrollable. The few times I told someone what I’d experienced before the event went down, no one ever believed me, until after. And I was never able to stop an event from occurring. Not once.

Seeing the future is pointless without the ability to change it.

(Of course, it can be argued I did change the future by alerting my father and thus avoiding a collision with the sailboat. But I never saw us hit each other in my vision. I ‘saw’ the exact same view out our boat window as the one in reality, at which time we were still six feet apart…)

What is SEXISM?

My father raised me to believe my mother was ignorant. “Your mother, (implying like most women) is irrational. Fickle. Full of love and lightness, but not really a [deep] thinker.”

All women were (are) not as…capable as men, as the woman’s primary job—her role in society of mom, caretaker, homemaker—doesn’t take much real work, or brain power, according to my father. (His ignorance is only surpassed by his arrogance, as he left the raising his children to what he’d deemed his nescient wife.) He actually said to me, “Isn’t it odd that women can’t walk and talk at the same time,” and stopped to tell me this, in all seriousness, while we were walking.

My father thought he was inherently smarter than my mother, or any woman. He was a MAN, after all. He was well read, had to be for business in the real world, unlike silly homemakers. (My mother read the newspaper daily, news magazines monthly, new non-fiction and fiction monthly. My father read only Scientific American and Popular Mechanics, and watched TV. Cop shows, like Magnum PI mostly, where the main, white male character was rescuing ditsy, busty women.)

My mother graduated high school at 16, and attended Florida State University two years before most of the classmates she left behind in New Jersey. My father has no degree beyond high school.

My father went through five or more businesses, several of which failed, none of which ended up in substantial wins. My mother started a pilot magnet program at Cabrillo Marine Museum for underprivileged East L.A . kids, to teach them marine science. For almost 20 yrs she touched thousands of lives, many of whom I met personally, in the store or gas station, when they stopped my mom to gush that they were now oceanographers and scientist because of her program. As a woman, she made 1/3 of the men whom she worked beside, offering comparable programs.

What is SEXISM?

Sure, most of us will agree equal pay for equal work, regardless of gender is an important step in ending sexual inequality. According to Forbes, the top paid actress of 2016 is Emma Stone, at $26M. Actor Mark Wahlberg, made $68 million. Women had only 28% of the speaking roles in major movies, and Emma is the first women, at #15, of highest paid Hollywood stars. (Women are half of the human population, yet no actress is even close to #2, 3, 4….)

In 2017, 54 years after the United States passed the Equal Pay Act, on average, a woman earns 79 cents for every dollar a man earns.

So, why, even today, are women fighting so hard for equal pay, which most of us agree is one obvious step to ending SEXISM?

BELIEF.

My father was born in 1929, when MEN WERE MEN, and everyone ‘knew their role.’ His mother, my grandmother, was a homemaker. His father, my grandfather, was a pianist for the New York Philharmonic, and the breadwinner for his family. To make it through the depression years, and the harsh realities of being a Jew through WW2, each family member had a role, a function to fulfill to assure the family unit was maintained—literally stayed alive, however modest an existence.

Back then, many jobs required physical labor suited to a man’s physiology, as technology wasn’t here yet. There were no robotics building our cars or manufacturing our appliances. Go back further in time, all the way back to our caveman days, and you’ll find a distinct division of labor. It took the strength of many men to kill a mastodon, and they had to work as a group to do this. There is an adage, “It takes a village to raise a child,” and women naturally took on this role as the childbearing sex. But make no mistake about it, it took a community for both sexes to fulfill the often integrated tasks of their respective roles.

Fast forward to present day. Last Sunday my husband is reading me an article on the feminist #MeToo movement, in the New York Times, while I cook pancakes for him and our two teens. At the end of the article he sighs heavily, his ‘this is absurd’ sigh, and says, “It gets so tiresome hearing women complain how hard they have it. It’s equally hard on men, and always has been.”

I looked at him incredulously, and said, “How many times have you been sexually assaulted on the job?”

He didn’t respond to my rhetorical question. I already knew his answer. Zero. He didn’t turn my question around. He knew an investor in my very first startup tried to rape me in my office at our Christmas party, then fired me that night for not letting him assault me. He knew my second job out of college, as an Art Director for 1928 Jewelry Company, the CEO came into the empty conference room moments after me, introduced himself, and instead of taking my outstretched hand, squeezed my breast, as if checking the firmness of an orange. I’ll never forget, he said, “Mmm, Nice!” before I pulled away, shamed as others I’d yet to meet walked in.

My husband wasn’t at my housewarming party, when a relative accompanying an invited guest tried to assault me when I found him at my work-space on my Mac. I could go on, but you get my point. And even knowing all this, my husband is “sick of hearing women whine about how hard we have it.”

Can’t blame him, really. My father-in-law talked down to my mother-in-law, probably all their lives together, but clearly in the 20 years I’d been on the scene of their married life. He was cruel and cutting with a continual barrage of snide ‘jokes,’ if he listened to her at all. My husband tells tales of his mom going ballistic on his dad every few months, probably when she’d had enough of trying to communicate with him while he verbally slammed her, or, by and large, ignored her.

To this day, most men do not BELIEVE a woman is as ‘equal’ to them, as other men.

The problem is, most women BELIEVE this too. We do not feel ‘equal.’ Why would we? We get paid less for the same job. Our bodies are more valued then our minds (as most men can’t seem to get their brain out of their little head). Women are rarely taken seriously by the overwhelmingly male controlled business world, nor in our home environments.

How many women reading this post did most of the cooking and serving of your last holiday meal, even with a career/job? How many of you do most of the cooking, cleaning, chauffeuring of the kids, even working full time? The fact is, according to the 50 news articles I just read, women still do 80 – 90% of all domestic chores, including kid care, regardless of her job status. Equal pay for equal work, of course, but also equal WORK must be invested by both genders to reach sexual equality.

How do we get there from here? I honestly have no idea, other than to stand up, and say “NO! Not OK,” whenever you are a victim, or see the action of SEXISM.

Since the mastodons are all gone, and we can now buy packaged meat at Safeway, we no longer require the muscular physique of the male physiology to survive as a race. While most women have always brought to the table of any union equal intellectual, logistical and financial support, men are rapidly losing their position of strength, literally and figuratively. Our bodies and minds are adapting to the changing needs of our time. In fact, we are getting fat! Obesity is at an all time high, close to 40% of the population in some states now, and rising fast! (Think Pixar’s Wally.)

Men have dominated the business world from the beginning, and this too must change. They have created an ugly, psychologically and sociologically corrosive environment with their continual attacks against women, to keep us ‘in our place.’ It isn’t “locker room talk.” It is degrading, and women buy into it, thinking our value really is just in our breasts and vagina. At the very least, women are made to feel we must acquiesce to this humiliating behavior men dish out to be heard at all, at work or home.

This BELIEF, that women are lesser than men, by both genders must end, before SEXISM is a non-issue.

Humans, all of us, ACT as we BELIEVE. Change the BELIEF, and change the ACTIONS of SEXISM.