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Inside Her Pretty Little  Head
An Astonishing Paradox
 
 
 
 
A  Wonderful  Opportunity
 
How to unlock the  female opportunity ,[object Object],[object Object],[object Object],[object Object]
 
 
 
 
[object Object],[object Object]
Systemizing:  Input: Operation: Output ,[object Object],[object Object]
Empathising ,[object Object]
Ways of thinking Empathisers Systemisers Outward focus Holistic perception Intuitive Depth and detail Make things work through relationships Innate interest: People Expressive Operate out of  collective concerns Seek shared perspectives Thrive on collaboration Focussed perspective Linear and logical Analytical Working out how things work in order to predict outcomes Innate interest: Things Self sufficient Focus on personal goals Feel comfortable in hierarchies (systems) Thrive on competition Ways of behaving
[object Object],[object Object],[object Object],[object Object],[object Object]
+1 +2 +3 0 +1 +2 +3 -3 -3 -2 -2 -1 -1 Systemising Empathising Type B Type S Type E
Why are women more likely to be empathisers? The science of femininity
Advances in  medical technologies  Preparedness by scientists to interrogate accepted wisdoms  about human nature  3 recent dramatic revelations about the  nature of femininity
Endocrinology: Stress responses i
[object Object],[object Object],[object Object],[object Object],Feminine  Stress response Disclose and share fears Bond with others around source of stress Tend and befriend
Brain structure: Decision making ii
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Intellect Feeling Action Corpus Callosum
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Feminine decision making It’s Holistic: Rational Emotional Sensory
iii Evolution: Survival Strategies
[object Object],[object Object],[object Object],[object Object],[object Object],Feminine gene  survival strategies Nurturing vulnerable Risk Aversion Create communities Attend to environment Create safe havens
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
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 Women Business Motivated by Creating  safe havens (devoid of risk) Deep, detailed,  rational and non rational information
Most (big) organisations are systematic
Their brand promises are based on competitive advantage
They’re built on  ‘if a then b’ logic End  Benefit Product Benefit Facts and Features
They’re after control: Locking the customer in and the competition out
And they seek to impress  with shows of strength… The Worlds Favourite  Airline The Drive of your Life The Ultimate Driving Machine Probably the best lager in the world The Best a Man Can Get The World’s Local Bank The Car in front is a Toyota
All of which is highly motivating for the  systematic audience
But   when targeting empathisers, systematic organisations expose a limited feel for  empathisers’ motivations
 
Four new startpoints for brands Developing brands out of the empathetic:
Altruism  Code  Connecting  Code Aesthetic  Code Ordering  Code
Altruism Code An others focus. An interest in shared concerns.
 
Ordering Code Risk aversion, the need to reduce complexity in decision making, the desire to create  a context that feels in good order
 
Aesthetic Code Heightened sensory perceptions.  The need to create environments  that feel safe.
 
Connecting Code The need to tend and befriend under stress.  The impulse to create communities to create safe havens.
 
A New Worldview For Business 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 Creating  safe havens (devoid of risk) Deep, detailed,  rational and non rational information Motivated by Solves problems by Focus in relationships Makes decisions by

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Presentation For International Conferences

  • 1. Inside Her Pretty Little Head
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7. A Wonderful Opportunity
  • 8.  
  • 9.
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.
  • 15.
  • 16.
  • 17. Ways of thinking Empathisers Systemisers Outward focus Holistic perception Intuitive Depth and detail Make things work through relationships Innate interest: People Expressive Operate out of collective concerns Seek shared perspectives Thrive on collaboration Focussed perspective Linear and logical Analytical Working out how things work in order to predict outcomes Innate interest: Things Self sufficient Focus on personal goals Feel comfortable in hierarchies (systems) Thrive on competition Ways of behaving
  • 18.
  • 19. +1 +2 +3 0 +1 +2 +3 -3 -3 -2 -2 -1 -1 Systemising Empathising Type B Type S Type E
  • 20. Why are women more likely to be empathisers? The science of femininity
  • 21. Advances in medical technologies Preparedness by scientists to interrogate accepted wisdoms about human nature 3 recent dramatic revelations about the nature of femininity
  • 23.
  • 25.
  • 26. Intellect Feeling Action Corpus Callosum
  • 27.
  • 29.
  • 30. 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
  • 31. 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 Women Business Motivated by Creating safe havens (devoid of risk) Deep, detailed, rational and non rational information
  • 32. Most (big) organisations are systematic
  • 33. Their brand promises are based on competitive advantage
  • 34. They’re built on ‘if a then b’ logic End Benefit Product Benefit Facts and Features
  • 35. They’re after control: Locking the customer in and the competition out
  • 36. And they seek to impress with shows of strength… The Worlds Favourite Airline The Drive of your Life The Ultimate Driving Machine Probably the best lager in the world The Best a Man Can Get The World’s Local Bank The Car in front is a Toyota
  • 37. All of which is highly motivating for the systematic audience
  • 38. But when targeting empathisers, systematic organisations expose a limited feel for empathisers’ motivations
  • 39.  
  • 40. Four new startpoints for brands Developing brands out of the empathetic:
  • 41. Altruism Code Connecting Code Aesthetic Code Ordering Code
  • 42. Altruism Code An others focus. An interest in shared concerns.
  • 43.  
  • 44. Ordering Code Risk aversion, the need to reduce complexity in decision making, the desire to create a context that feels in good order
  • 45.  
  • 46. Aesthetic Code Heightened sensory perceptions. The need to create environments that feel safe.
  • 47.  
  • 48. Connecting Code The need to tend and befriend under stress. The impulse to create communities to create safe havens.
  • 49.  
  • 50. A New Worldview For Business 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 Creating safe havens (devoid of risk) Deep, detailed, rational and non rational information Motivated by Solves problems by Focus in relationships Makes decisions by