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and the current one ursula burns who thinks the value of gender diversity is obvious. >> we have 6.5 billion people in the world, half are women. helps sell products better. >> reporter: since 2001, xerox aggressively diversified into services since women were taken on, its stock as surprised investors despite challenges impose bid digital iming as opposed to see rocking. should come as no surprise says brande stellings. her firm finds firms with more women team to prosper. >> there is a difference. some says sallie krawcheck's data drives her fund. >> whether high returns on equity, greater innovation, whether it is greater client focus, greater long-term focus and, in fact, lower gender pay disparities within the companies. >> reporter: innovation? i've seen research, controversial to be sure, but research that shows that men are greater risk takers. >> well, men take more risk. there's actually research that shows that women are better investors, that they're more risk aware and, so, what you actually do see amongst venture capital startups is you will see that the women-owned com

i know what chuck d who was ursula's publicist they are trying to create a foundation to support eldersnd hip-hop whether a break dancer dancer or proper or people that have gone back to it because they never really had money. i think across the arts is important because you know we live from them. they gave us -- and they had to do things where people don't remember. when i was writing there's a risk and that's why you do it. but there were also a lot of people saying buddy you doing with graffiti on the train tracks that gum gum, that s.t.a.r.t.. there was the voice by the poets standing on the corner or creating the art. there are a lot of people like the police or whoever telling them to get off the corner. so they had the suffrage to go through that and go through that so there's a big responsibility. as a consumer i don't mind supporting them. i'm in hip-hop but i would still supported. i don't know there is