actually came up with a concept that they dubbed amplification, which was very effective. amplification is a woman would say something in meeting, another woman repeats exactly what she said and gives her credit for it by name, which means that her idea first of all doesn't die on the vine and secondly that she gets credit for her idea. >> you've traveled around the world for the book. it seems to me like iceland was your favorite country. explain why. >> so iceland is the number one country in the world for gender equality, according to the world economic forum. i travelled to iceland because i wanted to know, first of all, what does that feel like? but what i found in iceland, what was fascinating to me was the difference between iceland and other countries and really what the most meaningful issue there is, that the men are as likely to see the gender gap as a problem as the women are. it is not seen as a female