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Rethink her:Learning to think
like a woman
Barcelona March 3rd
PrettyLittleHead
1The science of femininity
2Organisational culture and
connecting with women3
Feminine communication
1The science of
femininity
Human beings process information
in two different ways:
Systemising and Empathising
Systemizing: Input: Operation:
Output“Systemising is the drive to analyse,
explore and construct a system.
The systemiser intuitively figures out how things work by extracting the underlying rules that govern the
behaviour of a system. This is done in order to understand and predict the system or to invent a new one”
Empathising
“Empathising is the drive to identify another persons feelings and
thoughts and to respond to them with an appropriate emotion. It is
done in order to understand another person, to predict their behaviour,
and to connect with them emotionally”
50% ‘ambidextrous’20% systemising adept20% empathising adept
5% either end of the spectrum which presents as illness
On average, men tend toward systematic
approaches
On average, women tend toward empathetic
approaches
Why are women more
likely to be empathisers?The science of
femininity
Advances in medical technologies
Preparedness by scientiststo interrogate
accepted wisdoms about human nature
3 recent dramatic revelations about the nature of femininity
Endocrinology:Stress responses
i
Accepted wisdom about human
responses to stress
Defend directly against source of
stressFlee from source
Fight or flight
Feminine Stress response
Disclose and share fears
Bond with others around source of
stress
Tend and befriend
Brain structure:Decision making
ii
Two accepted wisdoms
about human decision making
It’s all rational (pre 1970’s)
It’s all emotional (post DiMasio)
Intellect
Feeling
Action
Corpus Callosum
Two accepted wisdoms
about human decision making
It’s all rational (pre 1970’s)
It’s all emotional
(post DiMasio)
Feminine decision making
It’s Holistic:
RationalEmotionalSensory
iiiEvolution:
Survival Strategies
Accepted wisdom about human gene survival strategies
Competitive impulses:
Gain access to matesGain control of
resources
Survival of the fittest
Feminine gene survival
strategies
Nurturing vulnerable
Risk AversionCreate
communitiesAttend to
environment
Create safe havens
Two Worldviews
Solves problems by
Makes decision with
Focus in relationships
AnalysisArgumen
tPrioritisi
ng
Competitive impulses to
achievecontrol
Relative positionin hierarchy
Linear, logical,
Single-lined information
CollaboratingCo operating
Talking
What is sharedwith others
Empathetic Systematic
Motivated byCreating
safe havens(devoid of risk)
Deep, detailed, rational and non
rationalinformation
2Organisational
culture and connecting with
women
Spotting a systemising culture
Spotting an empathetic culture
Most (big) organisations are
systematic (particularly those who produce and
sell ‘systems’)
Financial Services
AutomotiveTechnology
And this systemising preference, evident in internal culture, shapes the way they
present to their customers
(irrespective of their mental preferences)
Their promises are based on
competitive advantage
They’re built on ‘if a then b’ logic
They’re after control: Locking the customer in and the
competition out
And they seek to impress
with shows of strength…The
Worlds Favourite
Airline
The Ultimate Driving Machine
The Best a Man Can
Get
The World’s Local Bank
All of which is highly motivating for the
systematic audience
But when targeting empathisers, systematic
organisations expose a limited feel for
empathisers’ motivations
The secret of marketing to a female audience?
(even if your natural inclinations are systematic)
Develop all activity out of the empathetic
3Empathetic
Communicationa
Mirrors female interestsb
Mirrors female language
aMirroring female
interests
Altruism Code
Connecting Code
Aesthetic Code
Ordering Code
Ordering Code
Risk aversion, the need to reducecomplexity in decision
making, the desire to create a context that feels in good order
Connecting CodeThe need to tend and befriend.
The need to build and feel part ofcommunities of shared interest.
Aesthetic Code
Heightened sensory perceptions. The need to create environments
that feel safe.
Altruism CodeAn others focus.
An interest in shared concerns.
b Mirroring female
Language
Male and Femalediscourse
Subject Matter Things; facts People; feelings
Social Currency Jokes, factoids, sport Gossip; observation;
real life examples
Pattern Escalation; exaggeration Getting beneath and under
Form Soundbites, headlines Detail; nuance; texture
Unspoken Establishing status by Building closeness by
Outcome competing sharing
Masculine Feminine
Communication that builds closeness
with women…
Creates interest through people
Speaks like a person
Dirt is Good
Every LittleHelps
Evokes the emotions,
provokes the senses
Goes beyond just saying – actions speak louder than words
Is expansive vs. reductionist
Visual language
Differences in Aesthetics
Boys
Moving objects and vehicles
Heavy use of brown, black, dark colours
Bird’s eye composition
Girls
People (especially girls and women)Natural objectsBright coloursGround level
composition
Source: M.Lijima; Hormones and Behaviour 40. 99 – 104.
Differences in Aesthetics
Women Talking with women
Brand talking
with women
3rd parties talking
with women
Speaks with
women in their
channels
Systematic Model
Makes propositionsSells by offering advantageWorks facts and features
upAdmires single-lined
decision makingPrides itself on technical
differentiationBroadcasts
Analyses the customerMarketing as front of house
Operates top-down
Empathetic Model
Shares interestSells by showing
understandingWorks people first and last
Appreciates multi-dimensional decision
makingPrides itself on customer
understandingConverses
Allies with the customerMarketing throughout
Builds bottom-up
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