Connecting With Women Barcelona March 3rd Jane Philippa

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Connecting With Women Barcelona March 3rd Jane Philippa

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

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