Clearly, gender differences play an important role in how one interprets the world. Recognizing how these differences impact purchasing decisions is a significant first step towards getting in tune with your customers’ “Female frequency.” Here is a summary sheet to help guide you along the way.
Men and Women’s Points of View
|Women Think||Men Think|
|Want to be indispensable.Need to be connected.Desire to minimize status differences||A wish to be independent.A need to be respected.Conscious of the rank in the pack|
|Expose feelings and vulnerabilities.Connect with other people by talking||Do not discuss feelings and hide vulnerability.Connect with others through activities or by talking about business, politics, or sports.|
|Feel invigorated when they can help others.||Feel powerful when they’re in charge of others.|
|The stories that people share about themselves are the best part of any conversation.||Technology and sport, that’s what is interesting to men. Information about people is boring.|
|Conflict can be stressful.Relationship is more fun.||Conflict is great; it gets the blood boiling.Collaboration is exciting only if there’s a goal to win and someone to beat.|
|Self-esteem is resulting from the quality of relationships in their lives. Achievement is based on internal goals.||Self-esteem is derived from achieving things independently, without help or handouts from others.|
|What a product does for me is what’s most important.||How a product actually works is most interesting.|
Chart provided by: Why She Buys, The New Strategy For Reaching the World’s Most Powerful Consumer by: Bridget Brennan.