Connecting With Women Barcelona March 3rd Jane Philippa

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  • 1. Rethink her: Learning to think like a woman Barcelona March 3rd PrettyLittleHead
  • 2.  
  • 3.
    • 1
    • The science of femininity
    • 2
    • Organisational culture and connecting with women
    • 3
    • Feminine communication
  • 4.
    • 1
    • The science of femininity
  • 5.  
  • 6.  
  • 7.
    • Human beings process information in two different ways:
    • Systemising and Empathising
  • 8. 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”
  • 9. 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”
  • 10.
    • 50% ‘ambidextrous’
    • 20% systemising adept
    • 20% empathising adept
    • 5% either end of the spectrum
    • which presents as illness
  • 11.
    • On average, men tend
    • toward systematic approaches
    • On average, women tend
    • toward empathetic
    • approaches
  • 12. Why are women more likely to be empathisers? The science of femininity
  • 13. Advances in medical technologies Preparedness by scientists to interrogate accepted wisdoms about human nature 3 recent dramatic revelations about the nature of femininity
  • 14. Endocrinology: Stress responses i
  • 15.
    • Accepted wisdom about human responses to stress
    • Defend directly against source of stress
    • Flee from source
    • Fight or flight
    Feminine Stress response Disclose and share fears Bond with others around source of stress Tend and befriend
  • 16. Brain structure: Decision making ii
  • 17.
    • Two accepted wisdoms
    • about human decision making
    • It’s all rational
    • (pre 1970’s)
    • It’s all emotional
    • (post DiMasio)
  • 18. Intellect Feeling Action Corpus Callosum
  • 19.
    • 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: Rational Emotional Sensory
  • 20. iii Evolution: Survival Strategies
  • 21.
    • Accepted wisdom about human gene survival strategies
    • Competitive impulses:
    • Gain access to mates
    • Gain control of resources
    • Survival of the fittest
    Feminine gene survival strategies Nurturing vulnerable Risk Aversion Create communities Attend to environment Create safe havens
  • 22. Two Worldviews Solves problems by Makes decision with Focus in relationships Analysis Argument Prioritising Competitive impulses to achieve control Relative position in hierarchy Linear, logical, Single-lined information Collaborating Co operating Talking What is shared with others Empathetic Systematic Motivated by Creating safe havens (devoid of risk) Deep, detailed, rational and non rational information
  • 23. 2 Organisational culture and connecting with women
  • 24. Spotting a systemising culture
  • 25. Spotting an empathetic culture
  • 26. Most (big) organisations are systematic (particularly those who produce and sell ‘systems’)
    • Financial Services
    • Automotive
    • Technology
  • 27. And this systemising preference, evident in internal culture, shapes the way they present to their customers (irrespective of their mental preferences)
  • 28. Their promises are based on competitive advantage
  • 29. They’re built on ‘if a then b’ logic
  • 30. They’re after control: Locking the customer in and the competition out
  • 31. 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
  • 32. All of which is highly motivating for the systematic audience
  • 33. But when targeting empathisers, systematic organisations expose a limited feel for empathisers’ motivations
  • 34.  
  • 35. The secret of marketing to a female audience? (even if your natural inclinations are systematic)
  • 36. Develop all activity out of the empathetic
  • 37. 3 Empathetic Communication
    • a
    • Mirrors female interests
    • b
    • Mirrors female language
  • 38. a Mirroring female interests
  • 39. Altruism Code Connecting Code Aesthetic Code Ordering Code
  • 40. Ordering Code Risk aversion, the need to reduce complexity in decision making, the desire to create a context that feels in good order
  • 41.  
  • 42. Connecting Code The need to tend and befriend. The need to build and feel part of communities of shared interest.
  • 43.  
  • 44. Aesthetic Code Heightened sensory perceptions. The need to create environments that feel safe.
  • 45.  
  • 46. Altruism Code An others focus. An interest in shared concerns.
  • 47.  
  • 48. b Mirroring female Language
  • 49. Male and Female discourse 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
  • 50. Communication that builds closeness with women…
  • 51. Creates interest through people
  • 52. Speaks like a person Dirt is Good Every Little Helps
  • 53. Evokes the emotions, provokes the senses
  • 54. Goes beyond just saying – actions speak louder than words
  • 55. Is expansive vs. reductionist
  • 56. Visual language
  • 57. 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 objects Bright colours Ground level composition Source: M.Lijima; Hormones and Behaviour 40. 99 – 104.
  • 58. Differences in Aesthetics
  • 59. Women Talking with women Brand talking with women 3 rd parties talking with women Speaks with women in their channels
  • 60.
    • Systematic Model
    • Makes propositions
    • Sells by offering advantage
    • Works facts and features up
    • Admires single-lined decision making
    • Prides itself on technical differentiation
    • Broadcasts
    • Analyses the customer
    • Marketing as front of house
    • Operates top-down
    • Empathetic Model
    • Shares interest
    • Sells by showing understanding
    • Works people first and last
    • Appreciates multi-dimensional decision making
    • Prides itself on customer understanding
    • Converses
    • Allies with the customer
    • Marketing throughout
    • Builds bottom-up