Prezentare Enrico Banchi - Enthusiasm and Passion

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NO CONVEN TIO

VENTIO

Enrico Banchi

Scuola di Palo Alto Srl

Good EveningBuonasera

Buenas

How comeA MAN

“takes the chance”of talking about

The feminine brain?

... Because of:

my studies on Emotional Intelligence my studies as an Engineer

new discoveries in Neuroscience my practice as International Negotiator

my experience as Consultant and Coach my personal life

White Page

10. 10. WomenWomen’’s s Market = Market =

Opportunity Opportunity No. 1.No. 1.

????????? Home Furnishings Home Furnishings ……

94%94%

Vacations Vacations …… 92% 92% (Adventure Travel … 70%/ $55B travel equipment)

Houses Houses ……

91%91% D.I.Y. D.I.Y. (major “home projects”) …… 80%80%

Consumer Electronics Consumer Electronics ……

51% 51% (66% home computers) Cars Cars …… 68% (90%)68% (90%)

AllAll consumerconsumer purchasespurchases …… 83%83% Bank Account Bank Account ……

89%89%

Household investment decisions Household investment decisions …… 67%67% Small business loans/biz starts Small business loans/biz starts ……

70%70%

Health Care Health Care …… 80%80%

1. Men and women are different.1. Men and women are different. 2. Very different.2. Very different.

3. 3. VERY, VERY DIFFERENTVERY, VERY DIFFERENT.. 4. Women & Men have a4. Women & Men have a--bb--ss--oo--ll--uu--tt--ee--ll--yy

nothing in common.nothing in common. 5. Women buy 5. Women buy lotsalotsa

stuff.stuff.

6. 6. WOMEN BUY AWOMEN BUY A--LL--L THE STUFFL THE STUFF.. 7. Women7. Women’’s Market = Opportunity No. 1.s Market = Opportunity No. 1.

8. Men are (STILL) in charge.8. Men are (STILL) in charge. 9. 9. MEN ARE MEN ARE ……

TOTALLY, HOPELESSLYTOTALLY, HOPELESSLY

CLUELESS ABOUT WOMEN.CLUELESS ABOUT WOMEN.

Not Just America Not Just America ……

““Boys Falling Boys Falling SevenSeven Years Behind Girls Years Behind Girls

at GCSE Levelat GCSE Level”” —headline, Weekly Telegraph, UK, 10.25.06

““Forget about Forget about ChinaChina, , IndiaIndia and and InternetInternet: The : The economical growth is economical growth is

led by led by womenwomen..”” —Headline,

Economist, April 15, 2006, Leader, page 14

????????? Furnishing homeFurnishing home……

94%94%

HolidaysHolidays…… 92% 92% Buying houseBuying house ……

91%91%

Consumer ElectronicsConsumer Electronics……

51% 51% (66% home computers)

Cars Cars …… 68% (90%)68% (90%) All purchase of All purchase of ““consumersconsumers””…… 83%83%

Bank AccountsBank Accounts ……

89%89% Decisions about investments in the house Decisions about investments in the house

…… 67%67%

““The The Most Important Most Important variable variable inin everyevery sale is sale is

the the gender gender of the buyer, of the buyer, and most of all, the and most of all, the

communication style of the communication style of the salesman with this salesman with this ““gendergender””

—Jeffery Tobias Halter, Selling to Men, Selling to Women

““Men seem like loose cannons. Men Men seem like loose cannons. Men always move faster through a storealways move faster through a store’’s s aisles. Men spend less time looking. aisles. Men spend less time looking. They usually donThey usually don’’t like asking where t like asking where

things are. Youthings are. You’’ll see a man move ll see a man move impatiently through a store to the impatiently through a store to the

section he wants, pick something up, section he wants, pick something up, and then, almost abruptly heand then, almost abruptly he’’s ready to s ready to buy. For a man, ignoring the price tag buy. For a man, ignoring the price tag

is almost a sign of virility.is almost a sign of virility.””

——PacoPaco Underhill, Underhill, Why We Buy*Why We Buy* (*Buy this book!)(*Buy this book!)

“She knows moreknows more about the [Volvo] than the salesmanman who greets

her at the door. But how is she treated? As if she has a low IQ low IQ , is

slightly hard of hearing hard of hearing , and really has no rightno right to be buying a luxury car; and if she brought a male friend with her,

odds are 10:1 that the clueless salesperson spent most of his time

speaking to him speaking to him .” —Selling to Men, Selling to Women, Jeffery Tobias Halter

“Women don’t buy

brands. They They join themjoin them..””

EVEolution

Selling to men:Selling to men: The The TRANSACTIONTRANSACTION ModelModel Selling to Women:Selling to Women: The The RELATIONALRELATIONAL ModelModel

Source: Source: Selling to Men, Selling to WomenSelling to Men, Selling to Women, Jeffery Tobias Halter, Jeffery Tobias Halter

Editorial/Editorial/MenMen:: Tables, Tables, rankings.*rankings.*

Editorial/Editorial/WomenWomen::

NarrativesNarratives that cohere.*that cohere.*

*Editor*Editor--inin--Chief, Redwood Publications (UK)Chief, Redwood Publications (UK)

Women's View of Male SalespeopleWomen's View of Male Salespeople

Technically knowledgeable; Technically knowledgeable; assertive; get to the point; assertive; get to the point;

pushy; condescending; pushy; condescending; insensitive to womeninsensitive to women’’s needs.s needs.

Source: Judith Source: Judith TingleyTingley, , How to Sell to the Opposite SexHow to Sell to the Opposite Sex (Martha Barletta, (Martha Barletta, Marketing to Women)Marketing to Women)

FemaleThinkFemaleThink/, Faith Popcorn & Liz Marigold/, Faith Popcorn & Liz Marigold

““Men and women donMen and women don’’t think the same t think the same way, donway, don’’t communicate the same way, t communicate the same way,

dondon’’t buy for the same reasons.t buy for the same reasons.””

““He simply wants the transaction to He simply wants the transaction to take place. Shetake place. She’’s interested in creating s interested in creating a relationship. Every place women go, a relationship. Every place women go,

they make connections.they make connections.””

PurchasinPurchasingg PatternsPatterns

WomenWomen:: Harder to convince; more Harder to convince; more loyal once convinced.loyal once convinced.

MenMen:: Snap decision; fickle.Snap decision; fickle.

Source: Martha Barletta, Source: Martha Barletta, Marketing to WomenMarketing to Women

How Many Gigs You Got, Man?How Many Gigs You Got, Man?

““Hard to believe Hard to believe …… Different criteriaDifferent criteria”” ““Every research study Every research study

wewe’’ve done indicates that ve done indicates that women really care aboutwomen really care about

the relationship with the relationship with their vendor.their vendor.””

Robin Robin SternberghSternbergh, IBM, IBM

EVEolutionEVEolution*:*: Truth No. 1Truth No. 1

Connecting Your Female Connecting Your Female Consumers to Each Other Consumers to Each Other Connects Them to Your Connects Them to Your

BrandBrand

Popcorn & MarigoldPopcorn & Marigold

““The The ‘‘Connection ProclivityConnection Proclivity’’ in in women starts early. When asked, women starts early. When asked,

‘‘How was school today?How was school today?’’ a girl a girl usually tells her mother every usually tells her mother every

detail of what happened, while a detail of what happened, while a boy might grunt, boy might grunt, ‘‘Fine.Fine.’’ ””

EVEolutionEVEolution

Carol Gilligan/ Carol Gilligan/ In a Different VoiceIn a Different Voice

Men: Get away from authority, familyMen: Get away from authority, family Women:Women:

ConnectConnect

Men: SelfMen: Self--orientedoriented

Women:Women:

OtherOther--orientedoriented

Men: RightsMen: Rights Women:Women:

ResponsibilitiesResponsibilities

““People poweredPeople powered””: : Age 3 Age 3 daysdays, baby , baby girls girls 2X2X eye eye

contact. contact. Source: Martha Barletta, Source: Martha Barletta, Marketing to WomenMarketing to Women

Week #8: Week #8: testosterone testosterone

time!time!* *Louann

Brizendine, Neuropsychiatrist, The Female Brain. Week

#8/Testosterone surge kills: communication cells; grows: sex & aggression cells. Also/E.g.: 10X to 20X, F eye contact/look for

emotional signals by 3 months. Later: F, more sentences that begin with “Let’s …”; more likely to take turns

Please, read …

FaraFara WarnerWarner:: The Power of the The Power of the

PursePurse

To begin, let’s talk about

neuroscience

Neuroscience address all the topic linked to brain’s development as perception,

sensations, learning, memory, movement, sleeping, efforts, ageing and neurological and psychiatric disorders. It

investigate molecules, cells and genes responsible of the correct functioning of

nervous system.

Men and Women are essentially different!

It is not a matter of better or worst: they’re simply different.

Scientist, Anthropologist and Sociologist are aware of this fact

from long period, but they prefer not to spread this information in a word

so “politically correct”...

... But where does this information lead us?

... On a social level, in a field extremely instable...

... Only if we understand the gender differences, we could really rely upon

collective strenghts, winning individual weeknesses...

... Some things are obvious In general:

Women blame men of: beeing insensitive and careless;

not listening; not speaking;

not beeing affectionate or compassionate;

not getting involved in relation searching for sex not for love…

and so many other things…

... Some things are obvious In general:

Men blame women of: beeing bad drivers

not beeing able to read maps having no sense of direction,

speaking too much without getting to the point

not taking the initiative in the sexual sphere…

an so many other things

... Before going into those differences, let’s talk about...

Emotions

And hormones…

Pressure orStress ?

Stress Inability or

impossibility to manage changing

situations

Stress3 typical elements of stress:

1. The environment and/or the context where we live

2. Our body3. Our thoughts and perceptions

Brain and Stress

StressingStimulusCortexThalamus

HypothalamusPosterior

Activate the adrenal medulla using the sympathetic nervous system

Pituitary Gland secretes ACTH (Adrenocorticotropic hormone)

Adrenal Gland produce CORTISOL

How many?

Sadness

Disgust

Surprise

Anxiety

Brain of Emotions

Limbic System

Thalamus

AmygdalaPituitary Gland

Hippocampus

Hypothalamus

The Brain of Emotions

The Lymbic SystemJoseph Le Doux

Director of

The Center for

The Neuroscience

and Anxiety

N.Y.U.

The Brain of Emotions

The Lymbic System

THE LOW WAYTHE LOW WAY The center The center ofof the the InfectionInfection

THE MAN, CALLED BY DOCTORS THE MAN, CALLED BY DOCTORS ““PATIENT XPATIENT X””, AFTER 2 , AFTER 2

ICTUS HAD LOST THE CONNECTIONS BETWEEN EYES AND ICTUS HAD LOST THE CONNECTIONS BETWEEN EYES AND

THE REMAINING PART OF THE SYSTEM DEDICATED TO THE REMAINING PART OF THE SYSTEM DEDICATED TO

EYESIGHT IN THE CEREBRAL CORTEX. EYESIGHT IN THE CEREBRAL CORTEX.

PATIENT X DIDNPATIENT X DIDN’’ T T ““SEESEE””

EMOTIONS ON FACES, RATHER EMOTIONS ON FACES, RATHER

HEHE ““FELTFELT””

THEMTHEM: A CONDITION CALLED AFFECTIVE : A CONDITION CALLED AFFECTIVE

BLINDSIGHTBLINDSIGHT

THE LOW WAYTHE LOW WAY The center The center ofof InfectionInfection

THE INFECTION CAN AFFECT DIFFERENT PEOPLE AT THE INFECTION CAN AFFECT DIFFERENT PEOPLE AT

THE SAME TIME, SOMETIMES IN EVIDENT MANNER THE SAME TIME, SOMETIMES IN EVIDENT MANNER (AS (AS

WHEN EYES OF ALL THE AUDIENCE BECOME DAMP IN WHEN EYES OF ALL THE AUDIENCE BECOME DAMP IN

FRONT OF A DRAMMATIC FILM) AND OTHERS IN A FRONT OF A DRAMMATIC FILM) AND OTHERS IN A

MORE HIDE ONE (AS WHEN THE ATMOSPHERE IN A MORE HIDE ONE (AS WHEN THE ATMOSPHERE IN A

MEETING BECOME OVERHEATED)MEETING BECOME OVERHEATED)

THE LOW WAYTHE LOW WAY The center The center ofof InfectionInfection

THIS PROCESS TRANSLATE THE ACTION OF THE SO THIS PROCESS TRANSLATE THE ACTION OF THE SO

CALLED CALLED ““LOW WAYLOW WAY””. THE . THE ““LOW WAYLOW WAY”” REFERS TO REFERS TO

CIRCUITS THAT WORK BEYOND CONSCIOUSNESS, IN CIRCUITS THAT WORK BEYOND CONSCIOUSNESS, IN

AN AUTOMATIC MANNER AND WITHOUT ANY EFFORTS AN AUTOMATIC MANNER AND WITHOUT ANY EFFORTS

FROM US, AT AN EXTREMELY HIGH SPEEDFROM US, AT AN EXTREMELY HIGH SPEED

THE LOW WAYTHE LOW WAY The Center The Center ofof InfectionInfection

MOST PART OF OUR ACTION APPEARS TO BE CONTROLLED BY MOST PART OF OUR ACTION APPEARS TO BE CONTROLLED BY

ENORMOUS NEURAL NETWORK THAT WORK THROUGH THE ENORMOUS NEURAL NETWORK THAT WORK THROUGH THE

LOW EAY, ESPECIALLY WHEN WELOW EAY, ESPECIALLY WHEN WE’’RE TALKING ABOUT RE TALKING ABOUT

EMOTIONAL LIFE.EMOTIONAL LIFE.

WHEN WE GET CAPTURED BY AN ATTRACTIVE FACE, OR WE WHEN WE GET CAPTURED BY AN ATTRACTIVE FACE, OR WE

FEEL THE SARCASM OF AN OBSERVATION, WE ARE IN DEBT FEEL THE SARCASM OF AN OBSERVATION, WE ARE IN DEBT

WITH THE LOW WAYWITH THE LOW WAY

THE TWO WAYS (LOW AND HIGH) HAVE TWO VERY DIFFERENT THE TWO WAYS (LOW AND HIGH) HAVE TWO VERY DIFFERENT

““SPEED LIMITSPEED LIMIT”” FOR REGISTERING INFORMATIONSFOR REGISTERING INFORMATIONS

THE LOW WAY PREFERS SPEED AT THE EXPENS OF THE LOW WAY PREFERS SPEED AT THE EXPENS OF

ACCURACY; ACCURACY;

THE HIGH WAY, ALTHOUGH SLOWER, CAN HELP US HAVE A THE HIGH WAY, ALTHOUGH SLOWER, CAN HELP US HAVE A

MORE COMPLETE PICTURE OF THE SITUATIONMORE COMPLETE PICTURE OF THE SITUATION..

EmotionalEmotional ThermometherThermomether

Attention level

AHP Amygdala Hijack Point

External or Internal Stimulos

Amygdala’s Ways

Brain and Emotions

The Lymbic System

... Come back now to the differences between feminine and maschuline

brain...

With a little of humour…

Until ’80s

It was believed that a child born with a mind like a blank sheet, on which adults could write choices

and preferences

Until ’80s

The byological data we now have present a very different picture of the reason why we

think in a certain way...

Until ’80s

... And demonstrate that the HORMONES AND THE CEREBRAL

CONFORMATION are widely responsible of our attitude,

preferences and behaviours!!!

The cerebral conformation in the mother’s womb and the

effects of hormones determine the way in which

we think and behave.

La programmazione del feto.6° week of gestation

La programmazione del feto.... Our brain is female!!!!!!!

E’ tutto nella mente!Why we are what we are?

We are what we are due to hormones: we are a product of our chemistry!

Testosterone’s molecule

La programmazione del feto.... Chromosome XY? Then you need some Testosterone..

... And our brains connects...as a male !!

Stereotype

Equality and/or Identity

Equality of Men and Women is a matter of ethics and

politics...

... Their core differences are instead a MATTER OF

SCIENCE !

Everything is in Mind!How brain is analyzed?

The first scientific tests about the differences between genders were

conducted in 1882 by Francis Galton, at London Museum...

The first data on specific localization of cerebral function were collected studying

patients with cerebral damages. Scientists discovered, for example, that man with the left empisphere damaged

had lost completely or almost completely their verbal skills, whereas women didn’t

present so heavy deficit...

Everything is in mind!Women have better cerebral

connections

Left and right emispheres are connected by a bundle of neural fiber, called CORPUS CALLOSUM, that facilitate

interhemispheric communication. The research of the neurologist Roger Gorski of California University

demonstrates that women have a thicker corpus callosum than men, that contains 30% more interhemispheric

connections. Gorski has also demonstrated that men and women use different brain’s sections to cope with the same

activity.

Everything is in mindWomen have better cerebral

connections

How we get to this point….

From Prehistory to today!!

SPECIES TIME PERIOD

Ardipithicus

ramidus 5 to 4 millions year ago

Australopithecus

anamensis 4.2 to 3.9 millions year ago

Australopithecus

afarensis 4 to 2.7 millions year ago

Australopithecus

africanus 3 to 2 millions year ago

Australopithecus

robustus 2.2 to 1.6 millions year ago

Homo habilis 2.2 to 1.6 millions year ago

Homo erectus 2.0 to 0.4 millions year ago

Homo sapiens archaic 400 to 200 thousands years ago

Homo sapiens neandertalensis 200 to 30 thousands years ago

Homo sapiens sapiens 200 thousands years ago to today

Different Specializations

We are still animals!

... If we accept that we are animals whose instinct were sharpened

during millions of year of evolution, it will be easier to understand our basic instinct, and to be more

tolerant towards ourselves and others.

Sensorial Differences

Women’s Radar

A women feels immediately if another one is worried or bitter; a man normally needs tangible sign

as tears or scene to notice that something is wrong...

Sensorial Differences!

It is a matter of eyes

Eyes are an exstension of the brain, outside the head....

The retina contains 130 millions of rods (photoreceptor cells), that

provide black and white vision and 7 milions of cones that support

daytime vision and the perception of colour ...

...those cells are originated by chromosome X. Women have 2

Chromosome X, and that’s why they have greater variety of cones than men:

Unlike women, indeed, men cannot distinguish with precision colours...

Sensorial Difference!

Women have a cerebral software that allow for nearly 180° of lateral and above and under the nose vision...

Women have a peripheral vision;

Man, instead, a tunnel vision.

Why women’s eyes see more....

As the brain perceive all the colours of sky, it select only what it is really

important to know: the blue. This narrow the vision to gather much more details

about the environment…

The case of missing objects

Sensorial

Differences

and and

looks...

Why women have a sixth sense...

The increased sensitivity allow women to gather and analyze data and the ability of their brain to transfer those

informations to one emisphere to another make them more proficient in

integrating and decoding signals, particularly visual and verbal ones

Why men cannot lye to women.

Women hear better than men

... But men “hear” the direction...

Sensorial

differences

don’t listen!!

Man don’t capture details!

The magic of touch

With a surface of 2 m2, the skin is the broadest organ of human body, in which there are millions of receptor: 2.800.000 for pain, 200.000 for cold and 500.000

for touch and pressure.

The magic of touch

... From birth, women have a skin that is 10 TIMES MORE SENSITIVE for touch

and pression than men.

Oxytocin is the hormone that stimulate the need of beeing touched and the receptor of touch. It’s not a surprise that women, who have receptor 10 times more powerful than

men, attribute so much importance to tenderness with partner, children and friends.

Le differenze sensoriali!

Taste and sense of smell are more developed than in men...

Men can distinguish in a easier way salt and bitter… from here their passion for beer. Women instead exceed them with sweet taste: this is why women love choccolate and a

lot of taster are women..

Le differenze sensoriali!

Il Gusto

Qualcosa nell’aria...

Not only the sense of smell is more developed for women than the men, but it becomes more sensitive during

ovulation. The feminine nose can capture pheromones and typical maschuline smell, that are not perceivable

consciously

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