Recruiting and motivating to maximize employee productivity is a commonly understood aspect of how businesses think about promoting diversity, but increasingly companies also understand the importance of diversity for sales and marketing, risk and reputation management and other financially-oriented business performance measures.1 For example, Johnson & Johnson places considerable emphasis on gender because a majority of consumers making buying decisions are women. rationale is similar at eye-care products giant Bausch and Lomb, where market research shows that women make 85 percent of household decisions related to healthcare. IBM's turn-around star, Lou Gerstner, considers diversity a market-based issueit's about understanding our markets which are diverse and multicultural. approach yielded bottom-line results, helping IBM penetrate markets dominated by multicultural and female customers.3 Another business case for diversity beyond workforce productivity, growing sales and customer satisfaction is the improvements it can make to creativity and flexibility in organizational processes and better problem solving. idea is that a diverse workforce produces innovative ideas, expands critical analysis, and yields diverse, higher quality decisions.