Inside Her

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Inside Her Pretty Little Head
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An Astonishing Paradox
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A Wonderful Opportunity
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How to unlock the female opportunity

• New information about femininity
• The composition of
• successful female brands
• The four Feminine Codes

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• Human beings process information in two
  different ways
• Systemising and Empathising

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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

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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

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Empathisers
Systemisers
Outward focus Holistic perception IntuitiveDepth
and detail Make things work through
relationships Innate interest People
Focussed perspective Linear and
logical Analytical Working out how things work in
order to predict outcomes Innate interest Things
Ways of thinking
Expressive Operate out of collective
concerns Seek shared perspectives Thrive on
collaboration
Self sufficient Focus on personal goals Feel
comfortable in hierarchies (systems) Thrive on
competition
Ways of behaving
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• On average, men tend
• toward systematic approaches
• On average, women tend
• toward empathetic
• approaches

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Empathising
3
Type E
2
Type B
1
Type S
Systemising
0
1
2
3
-3
-2
-1
-1
-2
-3
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Why are women more likely to be empathisers? The
science of femininity
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Preparedness by scientists to interrogate
accepted wisdoms about human nature
3 recent dramatic revelations about the nature
of femininity
Advances in medical technologies
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i
EndocrinologyStress responses
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• Accepted wisdom about human responses to stress
• Defend directly against source of stress
• Flee from source
• Fight or flight

Feminine Stress response Disclose and share
fears Bond with others around source of
stress Tend and befriend
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ii
Brain structureDecision making
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• Two accepted wisdoms
• about human decision making
• Its all rational
• (pre 1970s)
• Its all emotional
• (post DiMasio)

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Corpus Callosum
Intellect
Feeling
Action
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• Two accepted wisdoms
• about human decision making
• Its all rational
• (pre 1970s)
• Its all emotional
• (post DiMasio)

• Feminine decision making
• Its Holistic
• Rational
• Emotional
• Sensory

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EvolutionSurvival Strategies
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• Accepted wisdom about human gene survival
  strategies
• Competitive impulses
• Gain access to mates
• Gain control of resources
• Survival of the fittest

Feminine gene survival strategies Nurturing
vulnerable Risk Aversion Create
communities Attend to environment Create safe
havens
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Two Worldviews
Empathetic
Systematic
Creating safe havens (devoid of risk)
Competitive impulses to achieve control
Motivated by
Collaborating Co operating Talking What
is shared with others
Analysis Argument Prioritising
Solves problems by
Focus in relationships
Relative position in hierarchy
Deep, detailed, rational and non
rational information
Makes decision with
Linear, logical, Single-lined information
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Two Worldviews
Women
Business
Creating safe havens (devoid of risk)
Competitive impulses to achieve control
Motivated by
Collaborating Co operating Talking What
is shared with others
Analysis Argument Prioritising
Solves problems by
Focus in relationships
Relative position in hierarchy
Deep, detailed, rational and non
rational information
Makes decision with
Linear, logical, Single-lined information
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Most (big) organisations are systematic
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Their brand promises are based on competitive
advantage
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Theyre built on if a then b logic
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Theyre after control Locking the customer in
and the competition out
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And they seek to impress with shows of strength
The Worlds Local Bank
The Car in front is a Toyota
The Drive of your Life
Probably the best lager in the world
The Worlds Favourite Airline
The Ultimate Driving Machine
The Best a Man Can Get
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All of which is highly motivating for the
systematic audience
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But when targeting empathisers, systematic
organisations expose a limited feel for
empathisers motivations
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Four newstartpoints for brands
Developing brands out of the empathetic
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Altruism Code
Connecting Code
Aesthetic Code
Ordering Code
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Altruism Code
An others focus. An interest in shared
concerns.
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Ordering Code
Risk aversion, the need to reduce complexity in
decision making, the desire to create a context
that feels in good order
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Aesthetic Code
Heightened sensory perceptions. The need to
create environments that feel safe.
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Connecting Code
The need to tend and befriend under stress. The
impulse to create communities to create
safe havens.
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A New Worldview For Business
Empathetic
Systematic
Creating safe havens (devoid of risk)
Motivated by
Competitive impulses to achieve control
Collaborating Co operating Talking What
is shared with others
Analysis Argument Prioritising
Solves problems by
Relative position in hierarchy
Focus in relationships
Deep, detailed, rational and non
rational information
Linear, logical, Single-lined information
Makes decisions by