Women & Management

Although progress has been made when it comes to gender equality, and many glass ceilings have been shattered, it is hard to argue that women should be completely satisfied. Brennan highlights that women are often able to progress and be involved up until middle-management, but are often missing in upper-management positions. This means that women are unable to actively be involved in the decision-making process when targeting, developing and executing a marketing or business plan.

Is it any wonder that many companies fail miserably at effectively appealing to women? Whether or not your product or service is specifically targeted at women is irrelevant. It doesn’t make sense to have completely male dominated board rooms when 50.8% of the US population are women. We would hope our management teams reflect the diversity of our consumers.

Fundamental Differences

Simply acknowledging that there are differences between men and women’s brain structures should be enough for us to reconsider our board room dynamics and marketing strategies. Brennan highlighted multiple differences, but these three stood out to me:

1) The limbic system (responsible for emotions) and hippocampus (responsible for memory) tend to be larger in women.

2) Women tend to have stronger connections between brain hemispheres (left & right), whilst men have stronger connections from front to back. Women’s connection between hemispheres is related to having stronger verbal communication skills.

3) Due to differences in spatial perceptions, women tend to rely on landmarks and visual cues whilst men prefer maps, cardinal direction (north & south) and gauges of distance when finding locations.

The awareness and understanding of these (and many more) differences, is important in many aspects of life, including business. If we know our memory and emotional perceptions, our verbal communication skills, and our visual perceptions differ, shouldn’t that impact the way we market our products? A one size fits all approach to marketing simply doesn’t suffice.

Positives

Data Driven

When dealing with a hot topic like gender, I think it’s important to approach it from a point of facts and science. Throughout the book, the discussion is fact-based and data-driven. Brennan uses data and scientific research to explain how the thought process when women make purchasing decisions.

 

Business Implication

Brennan goes over specific gender differences and explains why they exist and then shows us what the business implications of these differences are. She takes you through step-by-step and answers three important questions. What differences exist? Why do they exist? How do they impact business?

This book is for you if…

  • You’re developing a brand/product – This book will teach you how to effectively market towards women
  • You work in teams – Brennan discusses how our work environment can be improved to benefit the culture as well as the marketing campaign of any product