Connecting With Women Barcelona March 3rd Jane Philippa
description
Transcript of Connecting With Women Barcelona March 3rd Jane Philippa
![Page 1: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/1.jpg)
Rethink her:Learning to think
like a woman
Barcelona March 3rd
PrettyLittleHead
![Page 2: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/2.jpg)
![Page 3: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/3.jpg)
1The science of femininity
2Organisational culture and
connecting with women3
Feminine communication
![Page 4: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/4.jpg)
1The science of
femininity
![Page 5: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/5.jpg)
![Page 6: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/6.jpg)
![Page 7: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/7.jpg)
Human beings process information
in two different ways:
Systemising and Empathising
![Page 8: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/8.jpg)
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”
![Page 9: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/9.jpg)
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”
![Page 10: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/10.jpg)
50% ‘ambidextrous’20% systemising adept20% empathising adept
5% either end of the spectrum which presents as illness
![Page 11: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/11.jpg)
On average, men tend toward systematic
approaches
On average, women tend toward empathetic
approaches
![Page 12: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/12.jpg)
Why are women more
likely to be empathisers?The science of
femininity
![Page 13: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/13.jpg)
Advances in medical technologies
Preparedness by scientiststo interrogate
accepted wisdoms about human nature
3 recent dramatic revelations about the nature of femininity
![Page 14: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/14.jpg)
Endocrinology:Stress responses
i
![Page 15: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/15.jpg)
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
![Page 16: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/16.jpg)
Brain structure:Decision making
ii
![Page 17: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/17.jpg)
Two accepted wisdoms
about human decision making
It’s all rational (pre 1970’s)
It’s all emotional (post DiMasio)
![Page 18: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/18.jpg)
Intellect
Feeling
Action
Corpus Callosum
![Page 19: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/19.jpg)
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
![Page 20: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/20.jpg)
iiiEvolution:
Survival Strategies
![Page 21: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/21.jpg)
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
![Page 22: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/22.jpg)
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
![Page 23: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/23.jpg)
2Organisational
culture and connecting with
women
![Page 24: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/24.jpg)
Spotting a systemising culture
![Page 25: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/25.jpg)
Spotting an empathetic culture
![Page 26: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/26.jpg)
Most (big) organisations are
systematic (particularly those who produce and
sell ‘systems’)
Financial Services
AutomotiveTechnology
![Page 27: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/27.jpg)
And this systemising preference, evident in internal culture, shapes the way they
present to their customers
(irrespective of their mental preferences)
![Page 28: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/28.jpg)
Their promises are based on
competitive advantage
![Page 29: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/29.jpg)
They’re built on ‘if a then b’ logic
![Page 30: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/30.jpg)
They’re after control: Locking the customer in and the
competition out
![Page 31: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/31.jpg)
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
![Page 32: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/32.jpg)
All of which is highly motivating for the
systematic audience
![Page 33: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/33.jpg)
But when targeting empathisers, systematic
organisations expose a limited feel for
empathisers’ motivations
![Page 34: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/34.jpg)
![Page 35: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/35.jpg)
The secret of marketing to a female audience?
(even if your natural inclinations are systematic)
![Page 36: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/36.jpg)
Develop all activity out of the empathetic
![Page 37: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/37.jpg)
3Empathetic
Communicationa
Mirrors female interestsb
Mirrors female language
![Page 38: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/38.jpg)
aMirroring female
interests
![Page 39: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/39.jpg)
Altruism Code
Connecting Code
Aesthetic Code
Ordering Code
![Page 40: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/40.jpg)
Ordering Code
Risk aversion, the need to reducecomplexity in decision
making, the desire to create a context that feels in good order
![Page 41: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/41.jpg)
![Page 42: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/42.jpg)
Connecting CodeThe need to tend and befriend.
The need to build and feel part ofcommunities of shared interest.
![Page 43: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/43.jpg)
![Page 44: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/44.jpg)
Aesthetic Code
Heightened sensory perceptions. The need to create environments
that feel safe.
![Page 45: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/45.jpg)
![Page 46: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/46.jpg)
Altruism CodeAn others focus.
An interest in shared concerns.
![Page 47: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/47.jpg)
![Page 48: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/48.jpg)
b Mirroring female
Language
![Page 49: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/49.jpg)
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
![Page 50: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/50.jpg)
Communication that builds closeness
with women…
![Page 51: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/51.jpg)
Creates interest through people
![Page 52: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/52.jpg)
Speaks like a person
Dirt is Good
Every LittleHelps
![Page 53: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/53.jpg)
Evokes the emotions,
provokes the senses
![Page 54: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/54.jpg)
Goes beyond just saying – actions speak louder than words
![Page 55: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/55.jpg)
Is expansive vs. reductionist
![Page 56: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/56.jpg)
Visual language
![Page 57: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/57.jpg)
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.
![Page 58: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/58.jpg)
Differences in Aesthetics
![Page 59: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/59.jpg)
Women Talking with women
Brand talking
with women
3rd parties talking
with women
Speaks with
women in their
channels
![Page 60: Connecting With Women Barcelona March 3rd Jane Philippa](https://reader036.fdocuments.in/reader036/viewer/2022070304/54b979714a7959bf3e8b4595/html5/thumbnails/60.jpg)
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