QUOTE : There was some awareness back then about hidden gender bias, particularly because of research like the famous “Howard and Heidi” study. Two Columbia Business School professors had taken an HBS case study about a female venture capitalist named Heidi Roizen and, in half the classes they taught, presented exactly the same stories and qualifications but called her Howard. In surveys of the students, they came away believing that Howard was beloved—so competent! such a go-getter!—whereas Heidi was a power-hungry egomaniac. Same person, just a different name.