‘to be a successful portfolio manager you have to have an ego the size of a house’ said joan e lappin joan berger later known by her married name of joan e lappin was a rarity in the late 1960s as a female investment analyst in new york her employer equity research associates inc tried to exploit that novelty with a 1969 ad in institutional investor magazine “what’s a nice girl like joan doing on broad street” the ad asked it featured a picture of her in a sleeveless dress and white gloves she had a cigar in one hand and a drink in the other the text describing her as one of the firm’s “most attractive analysts” said she zipped around in a chartreuse sports car and was a gourmet cook a phone number was provided for money managers wishing to meet her