tool: hello and welcome "businessweek." the female solidarity movement. carol: dewpoint turned a chemical equation into a $2.6 billion business. now is at the center of a plot to steal. millions will gather around the tv this weekend for the super bowl ads. we will see if the super bowl commercials would be better or worse than the game. we go behind-the-scenes this week on "businessweek" on bloomberg television. ♪

carol: we mentioned the super bowl, and it is a five-story in business this week that has to do about the coin used at the to cost of the beginning of the game. like any coin, there are two sides of the story. it's awesome of the of wall street as mark cuban. a great read. david: absolutely. a great timely piece about mosquitoes. the zika virus is a concern to a lot of people. you think about malaria and now the zika virus, a push to eradicate mosquitoes from places all around the world. resemble spent a quarter of a million dollars to get rid of mosquitoes. czechoslovakia and all the council in czechoslovakia that you can get for $13,000, but you have to do a lot of renovation. david: and you have to go there as well.

buy a ticket to go. carol: empowering women has turned into a multimillion dollar business. david: think of the money and who is getting empowered. carol: sheila has been doing some digging. she di joins us now to talk about feminism as a brand. it is a powerful story. we talk about these women empowerment conferences and is a lot of them out there. sheila: dozens of them. i lost track. you could have spent almost every day last fall at some sort of women's panel or meeting or conference. david: how different are they? are they distinctive whether it is woman in the world or whoever? >> there is a range. they have to different personalities so the one at the top high end of the corporate ladder is the fortune 501 and that is the most expensive one. it is $10,000 to go to that one. david: people are paying out-of-pocket to go? sheelah: that one is invitation

only and it is only senior-level women from corporate america. they get either avoid it and don't notice or that companies are paying for them to go. then you have tina brown's women in the world. there is a student ticket available for under $100, but it goes up to $300. it is less about networking and more about a very intense visible experience of hearing women's stories. women come onstage from all over the world. they are involved in a range of things. the activists from iraq trying to free people cannot by isis. there was meryl streep. a huge range of people. there were more network key self-help themed ones to get you inspired. carol: i don't know if david has been to one. david: i have not. carol: you are inspired. it is moving the needle when it comes to getting more women in the boardroom or more presence

of women throughout corporate america. does it make a difference? sheelah: that was the question i had. if you make a chart, the number of women's events line would be going up. if you make a chart of the gender pay gap with the family leave policies in the u.s. or the number of women in congress or the number of women ceos of large companies, the improvement is very gradual. it is tiny. i thought what is the relationship between these two things? is the fact that these events have exploded a reflection of the lack of progress and frustration of women? is there some sort of reconnection? i am arguing they are bad. people love them. i loved going to them. they are fun. they are definitely not the types of things that are going to lead to real changes in terms of policy. this is something i noticed when i interviewed women who have been involved in making real changes, like passing title ix

or the fair pay act, it requires collective action. women need to group together and agree we are going to do act. we are going to do this, we will vote in a particular member of congress. there is no follow through on these. you go back to your own workplace. ok, isyou just think, the guy working across from me making more? sheelah: don't let the guys take credit for your ideas in the meeting and ask for a raise. it is very individual. of verygetting a lot prescriptive individual advice that may help you in your own personal situation, but in terms of the global women's situation, that is to be more followthrough. david: you coded one who rose to prominence writing about women having it all. the preponderance of these

conferences, there have been the advancements that you thought there might be. sheelah: to meet a really good point. she said these are great networking opportunities and men have always had those. they have them at workplaces every day or they go golfing or go to bars or whatever they do. women go to the conferences and they find clients or get onto board seats. that is valuable. it really is. an array pointed out, and i tend to agree, if you are looking for women inreases in general, it does not have an impact. carol: you also talked to sally, who had to fight her way up, and you talked to tina brown. will the perspectives they brought? -- what would be perspectives they brought? sheelah: they were very interesting. they said we have tons of man's conferences, but they are just called conferences. that got a bit of cynicism behind this. some of this, not all of it, but some of it.

they thought we have a conference right now that is mostly men, currently. religious double our revenue and state all the women in their own conference and keep having our regular conference and you double the fun that way. that is some of what happened. the women have hived off into their main thing and the main conference continues to be predominately male. i don't know if that is the ideal situation. david: you look around the world and the stories told, people sharing their stories, it is not prescriptive. -- seemske tina brown like tina brown did that intentionally. sheelah: i compared it to an issue of vanity fair magazine. she used to edit vanity fair. she was known for her ability to pick up all the buzz, pick up the next big thing and make attention and fireworks around something, and she has done it with this. she has used the same formula. she has a high-level intellectual stuff, really

difficult international, global activist and refugees and rape victims and harrowing stories, thinks she wants to bring attention to, but that she also has the glitz and glamour and nicole kidman and meryl streep. celebrities galore. i think that has created a at herby at her -- vibe event that you don't find at other ones. carol: i want to go back to anne-marie slaughter. what she suggests needs to be done is to get prominent women talking about real things like domestic arrangements. who is arranging the kids at home while i am running the company? sheelah: a lot of the women are representatives of their companies. the whole thing is very carefully stage-managed. they don't want to be too negative. that is true. they are under pressure by their employers in themselves. there is a lot of glossing over and you can do it, if you try

harder, you can do it. the point and marie thought it was making that i certainly observed as well, there's not a lot of acknowledging the dirty reality behind the scenes. ghts would the life o go all, all of that stuff would come out. david: we talk about how big of a business this has become. n it brown but it off -- spu off and is doing conferences around the world. are these making money? sheelah: it is definitely hard to do it well. there is a handful apple did, theree ones that have -- is a handful that have folded, but the ones that have figured it out have made money at a lot of the revenue comes from sponsors, sponsor contracts. blue-chip corporate organizations in america are eager to have their branding on these women's events. i think it is because there is a trend to corporate do-gooders.

one of my complaints about that is it is not always translate into actual action. are they doing more for female employees? are they doing more for their female workers around the world? i don't know. they are stamping their name on these events. there is an example of how everyone is recognizing the branding power of women's empowerment and promoting women. carol: the bottom line is lots of conferences and lots of talk, but the action, that is where it is missing a little bit. sheelah: i wanted people to speak about what they could do or why the action is missing. going to the conference is a great experience, but what is the follow-through? that is a part missing. david: thank you so much. coming up, the story of secret documents, industrial espionage. carol: a look behind the scenes of dupont when bloomberg television that when "businessweek" on bloomberg television returns. ♪

carol: probably don't give much thought about the color white. david: 70% of the worldwide comes from color developed by dupont that chinese spies try to steal. carol: clinton has written a fascinating cloak and dagger story and he joins us now from washington. good to have you here with us. i think about the color white. there is tons of different whites. dupont knows white is a tricky area, isn't it? is actually a very profitable color. i learned this in reporting the story. to make the color white, especially this perfect whites, this absolute white you find in

refrigerators, on the hood of your beautiful new ford mustang, on an assortment of products, is actually very tim time-consuming process that they spent six decades perfecting. it took six decades through refine this process from titanium dioxide, which is an ore, and they put through the process that turns it something close to law. -- lava. it has a consistency of face powder, and the use that to sell to manufacturers and he gets mixed up with the plastic. the white aluminum siding on your house is this. it has the molecular formula, tio2. it is everything from cars to the pages of your bible on your bookshelf. david: this is a multimillion dollar business and it was interest around the world in getting this stuff. you focus on how it found its way to china outside the purview of dupont. del: yes.

this is a very valuable process. dupont is a world leader in this. it is considered to produce the best titanium white. they own about almost 20% of the market. china wants it. china is a big manufacturer, as we all know, and they will like to produce their own high-quality titanium dioxide to put in their products. rather than approaching dupont in a business transaction, a business deal, they sought to steal it and they enlisted a guy named walter lu, a 58-year-old former engineer consultant to get it for them. he did it in a very ingenious but in also a cloak and dagger way. carol: talk about that because it also involved former employees, workers from dupont. he had done some other businesses in china and he

says i know china really wants dupont's process for making white. how do i make it? idle after the former dupont guys. recruited former dupont engineers. he is very savvy and he knew exactly what the weaknesses of these guys were, with it was money or flattery. he enlisted them to provide him key blueprints, documents, photographs, pieces of information that helped him win more than nearly $30 million in contracts with chinese firms to produce the color white and design plans that would produce this color. one plant did get built. the other is not built. that was before they got him in 2011. we learned about this from a 2014 trial in san francisco. david: what this article really highlights from the is we hear

an awful lot about chinese hearing security secrets. would not think about it happening on the commercial side of things, but that is what this example. it seems like guys like this guy don't get caught, don't get reported even. del: i think a lot of companies find out they have been hacked or someone who stole something from them and they do not report it. they deal with it internally. why? it is embarrassing. line.ts their bottom they do want to report to the fbi and suddenly have agents roaming around the buildings. who knows what they will find, right? this is one of those cases where dupont learns their stuff is still in. they are upset. they file a lawsuit. they enlist the guy to help them. the fbi investigates and they find out one of the companies buying the secret from liew is a state-run. that is espionage. they went after liew.

he was convicted. his lifetime guilty. one of the dupont engineers was charged area it is a big win for the government that you cannot steal the steis stuff. why the color white? ofhave read the stories chinese hackers targeting u.s. companies and even trade unions to steal secrets. eluge,nds like a dad but what are they going after? they are not going after the microprocessor that goes an iphone. by the time they steal that and produce it, there is a new one on the market that is better. they want to go after stuff that is really hard to make and can be profitable i and short-circuits the already process. spent $150rents 15

million a year to improve the process, even if it improves the efficiency by 1%. designing this coronation process to make the color white china's far superior to th color white. if they steal the secrets and can somehow put it together and put it in a plant and make it without exploding and killing everyone because they are dealing with chlorine gas and a lot of other dangerous chemicals. they get up to 1800 degrees in temperature. they are on their way to saving a ton of rmb costs -- r&d costs. david: up next, we go back to the book for the etc. segment. carol: it is our favorite segment. the only thing people of more than the super bowl, the multimillion dollar super bowl ads. will this year's crop because he to keep you from going to the fridge? will talk about that and more when "bloomberg businessweek"

continues. ♪

take a look time to at the etc. part of the magazine, that is the back of the book stories. that is bring in the person who edited the section. david: looking here at well ealth therapy.ol >> it is to treat the affluent who suffer from a line issues that you can understand them not to theiro talk friends about. if you have a lot of money and have trouble dealing with that. you cannot really go to your friends and say i have these issues with all this money i

have. don't you want to hear my problems? there is a whole cottage of industry that health bill these problems. carol: you guys begin the story with a college student who walks into a therapist office. it is not a joke. leg it off fro for us. bret: a student walked into the office and he says he has terrible news. the terrible news turns out to be his father on his 21st birthday told him that he is heir to a fortune, with her most people -- which for most people -- david: could be worse. bret: yet he did not prepare for this. it is shocking news to learn all the thoughts about whatever job you might want to have, well you don't have to necessarily worry about that anymore. this student has a freak out and goes out and buys a really fancy sports car, but he is giving in the garage because he doesn't

want any of his friends to know how lucky he is. kind of messed up. david: how much of this is a product of our times? is what bernie sanders is saying on the campaign trail and occupy wall street a few years back. bret: it is relatively new. the start of maybe five or six years ago. they started having divisions at wells fargo for instance called instance call-- abbot downing, not to be confused with downton abbey. minimum-wage movements across the country, the occupy wall street movement, minimum wage increases. carol: you teach families how to communicate with one another to understand where the wealth came from. there is some real things they tackle. bret: absolutely. what we found is by the third generation of wealth, most of those kids grew up with it and

don't have an appreciation for it the way their grandparents did. immigrant mentality, hard work, perseverance. by the third generation, that can get lost, and that is the greg legendship. is a gift in the third generation do not get it, that is when the well can disappear ealth can disappear. david: looking ahead to the super bowl. carol: depends on who wins or loses afterwards. david: you post the question is the super bowl going soft? we're seeing a change in the ads. bret: that's right. we are. in the last couple of years, ads have gone less money. the-- funny. sex.have been more about advertisers see this as a family event. -- they have been less about sex and more inspirational. advertisers see this as a family event and they want to pull your

heartstrings. we saw this last year where ads are getting longer and longer. carol: it is like many movies being told in a super bowl ad. it is not just mean joe greene. it is people in vignettes. bret: they are storytelling. there trying to tell a story or capture it in a way they have not been captured before. they are expensive. $5 million for a 32nd ad so if you try to captures the month attention, a story is a great way to do it. david: these are closely held. you will not see them until game day itself, but the satellite online is such a huge part of this. people will watch them during the game and afterwards. bret: sometimes it works for you and it sometimes it works against you. from ever was a nationwide ad deada deadkid in it -- kid in it.

carol: i have to go back to watch it. ads have drop-down. inspirational ads our growing. will discontinue? most last year, one of the popular at was mcdonald's where people pay for things with hugs. carol: i have not done that. but anyway, thank you so much for joining us. bret: my pleasure. carol: that does it for this week's edition of "businessweek" our business television. david: the latest edition includes the working women is on newsstands. carol: we will see you again next week right here on bloomberg television. ♪

♪ emily: he worked alongside steve jobs to revolutionize the way we listen to music and became known as the godfather of the ipod. he spent nearly a decade at apple, then hatched a company of his own. in 2010, he cofounded nest labs, where he promised to invent every unloved product in the home. a promise so thrilling, google, soon to become alphabet, snapped up nest and its star ceo for $3.2 billion. joining me today on "studio 1.0," nest ceo and cofounder, tony fadell. tony, so great to have you here. tony: it's so great to be here. i love it.