Ivanka Trump wants to see girls shine at work. Get ready, dames

Donald Trumps daughter is a businesswoman in her own right but what can we learn from a woman who has never lived in a building without her name on it?

There has never been a better time to be a woman imparting #inspiring career advice to other women.

First Sheryl Sandberg taught dames to Lean In. Then came the millennial alternative to Lean In, Sophia Amorusos memoir/ movement #Girlboss. Now, Ivanka Trump wife of a very rich man, daughter of a very rich man, and a very rich female in her own right is laying her own professional female cards on the table. She has just announced that shes writing a next-generation business book called Women Who Work: Redefining the Regulation for Success.

The book is an evolution of #WomenWhoWork, a digital initiative Trump launched two years ago aimed at making IvankaTrump.com the destination for professional women through solution-oriented tips curated for women who work. This is corporate-speak for: Lets put some links to listicles about office productivity on my website, so we can engage with the sort of working woman who might buy my Ivanka Trump line of shoes, pumps and handbags. But, you know, it would be unfair to suggest that Trumps empowerment manual is nothing more than an elaborated ad for her shoe collecting.

Trump explains that, in two years, the hashtag has become so much more than a hashtag and the marketing campaign has become, well, more of a movement. One thats inspiring and empowering women to make the lives they want to live. So obviously the next step in that movement was putting a volume out and ensuring women felt inspired and are equipped to pre-order it on Amazon.

Ladies, I hope youre feeling #blessed to have this opportunity.

But, um, what actually is this opportunity anyway? How is Trump telling us to redefine the rules of success? Well, youll have to wait until springtime 2017 to read all about it, but the description promises that the breakthrough volume disrupts the existing narrative of both women and work to present a new worldview that celebrates how women work in all aspects of their lives Its about running smarter , not harder; integrating our personal passions and priorities with our professional goals in order to architect lives we love.

Insight into the sort of disruptive advice Trumps book might present can also be found in the content shes shared over the last two years. This includes hard-hitting career advice such as 3 Way to Wear Springtime Prints to Work and office-hacks like sitting up straight. Trump also clearly realizes that success is 1% perspiration and 99% inspirational quotes. She has curated an extensive selection of #WiseWords from the likes of Ayn Rand, genuinely a fountainhead of feminist wisdom.

Dont get me wrong, Im not rejecting Trumps tome as a vapid Lean In for heiress or a #Girlboss for girls whose father is the boss. While its true that Trump was born to extraordinary privilege she has never lived in a building without her name on it she has made an effort to leave her ivory skyscraper occasionally.

Trump worked for someone other than her dad for a whole two years, for example. Armed with this real-world experience, she became vice-president of developing and acquisitions at the Trump Organization at just 25. She went on to launch her way lines, sit on numerous committees and tirelessly campaign for her father: a man also interested in disrupt[ ing] the existing narrative of women to present a new worldview.

Skeptics may say that nepotism and fund have spurred her success. But Im sure Ayn Rand would argue that its a myth that having millions of dollars and millions of connections gives you an unfair advantage in life. No, success is all down to an individuals hard work and strength of character. As Trump says in her first book of career advice, The Trump Card: Playing to Win in Run and Life: Weve all been dealt a winning hand and it is up to each of us to play it right and smart.( Definitely dont let something like structural inequality or the widening income gap convince you otherwise .)

Madeleine Albright famously said: There is a special place in hell for women who dont help other women. However, Im starting to feel that this growing mania for rehashed, hashtagged lifestyle advice masquerading as feminist empowerment is turning into a special sort of hell in itself. Were bombarded by articles suggesting styles we can readjust our schedules to further our success. Forbess article on The Morning Routines of 12 Women Leaders helpfully proves, for example, how, if you wake up at 4.45 am and have a bowl of quinoa cereal followed by yoga, you too might be a #girlboss, #ladyleader or #biznesschick.

As Dawn Foster points out in her volume Lean Out, corporate feminism is obsessed with individual success tales because they provide a narrative convenient to capitalism. Forget about the thornier issues holding females back, simply buy a book, do things by the book, feed your quinoa cereal, buy your Trump pumps, and youll be CEO in no time!

Read more: www.theguardian.com

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