The document discusses how women, and specifically "Disruptive Divas", are key to the future of Blackberry. It argues that rather than relying on creative ad campaigns, Blackberry needs to focus on strategies that partner with Disruptive Divas by increasing female representation in innovation, marketing, and their workforce. Disruptive Divas, who represent less than 10% of the market but account for most influence, helped spread the use of Blackberry phones and BBM among their peers. For Blackberry to stay relevant, it needs to empower Disruptive Divas to help shape the brand rather than just targeting them in marketing.