So asks Danny Schuman in his new article, featuring some of my marketing to women insights. Danny is interested in how people solve problems, and he has done some fascinating research in his book The Joy of Solving.
It turns out that people have five “distinct and differentiated methods of problem solving.” Read this Fast Company article for a summary of all five. And, of course, women often take the Blissfully Ignorant Path!
Danny has a beautiful way of describing women’s Spiral Buying Path, and defending the benefits of being open to changing one’s mind:
When people tell me their stories of successful problem solving, time and again they talk about how they thought they were headed toward one answer, when they’d somehow swerve off course and wind up somewhere completely different.
People who follow a straight direct path without veering from it might look at that kind of thinking as indecisive. I see it as flexible.
The spiral path that Marti describes celebrates the Joy of Flexibility, the Joy of Openness and Receptivity, the Joy of Belief that there may be something better out there that you haven’t found yet.
Here are a couple marketing to women videos to give further insight into women’s flexibility and their decision-making.
The Network of Executive Women was founded in 2001 by a small group of industry executives who believed there were not enough female leaders in the retail and consumer goods and services industry — and that everyone would benefit if there were. Today the Network is the industry’s largest learning and leadership community, representing more than 9,000 members, 750 companies, 100 national sponsors and 20 regions in the U.S. and Canada. Our learning, events, best practices, research and leadership development programs advance women, build business and help create a better workplace for all.
BNET’s July 19th, 2010 article, “Women: Sell More by Talking Less,” highlights Marti Barletta and Sasha Galbraith’s advice to women on selling to men. Marti advises:
“Both genders are right,” Barletta says. “You have to stay focused on the priorities. Most of your competitiors will all offer the most important things. It’s not until you get to the ‘less important’ factors that you can differentiate yourselves.”
Brandweek asks Marti her thoughts on Huggies’ MomInspired program:
“As far as this goes, companies have been incentivizing consumers for ages and ages and ages, she said, adding that ‘this isn’t all that different from a sweepstakes or contest’ offer except that it’s more impactful.”
This great report from the M2W 2010 conference highlights many of the outstanding speakers. Here’s an excerpt from Marti:
“Stop treating women as targets and start treating them as assets. We should look at ways we can help women rather than target them and make them do stuff,” Marti Barletta, Founder, The TrendSight Group