1. Rethink her: Learning to think like a woman Barcelona March 3rd PrettyLittleHead

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

16. Brain structure: Decision making ii

18. Intellect Feeling Action Corpus Callosum

20. iii Evolution: Survival Strategies

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

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

35. The secret of marketing to a female audience? (even if your natural inclinations are systematic)

36. Develop all activity out of the empathetic

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

42. Connecting Code The need to tend and befriend. The need to build and feel part of communities of shared interest.

44. Aesthetic Code Heightened sensory perceptions. The need to create environments that feel safe.

46. Altruism Code An others focus. An interest in shared concerns.

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