The Difference Between Having Authority and Being a Leader

boys - one good friendI recently heard the CEO of a financial institution give a speech to college students.  He said, “In order to be a leader you need followers.”

I thought to myself, “I couldn’t disagree more.”

That statement continues to haunt me.

In order to be a leader you need followers.

One reason it bothers me is this….what does it say about a so-called leader that they look at those who they lead as “followers.”   It sounds like there is this elite group of “leaders” while the rest of us are sheep to be herded. Continue reading

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Three Reasons Why You Don’t Really Know Your Customers

 do you know your customers

So…you think you know your customers.  You know who they are, what they care about and what they want.  You have a really good grip on what life looks like from their perspective.  You’ve done research.  You’ve done a lot of listening.  You really understand your customers.

Are you sure about that?

There are three reasons why you may not know your customer as well as you think you do. Continue reading

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Marketing to Women Winners and Losers in Super Bowl 2017

84 lumber super bowlIf there is one point the Super Bowl made this year, it is the role that politics will now play in how people view advertising.

#Boycott #Buy hashtags popped up all over social media.  Consumers sounded off on why they would no longer buy, start buying, or continue to buy certain brands.

And marketing to women, always tricky, became even more difficult. Continue reading

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Marketing to Women in the Trump Era

marketing to women in the trump eraWith the election of Donald Trump, marketing to women just became a minefield.

One of the top reasons why women buy a product or service is because they believe that company shares their values.    Women have been known to give business to or boycott a brand based on whether that company acts in  accordance with or against those values.

The Values Lens

Women (and men) have always made decisions based on their values.  The Values Lens has always been a driver of purchasing behavior.  So what’s changed?  The Values Lens is front and center in her purchasing process in a way we have not seen in recent years.   Be ready for an increased level of scrutiny of everything you do. Continue reading

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The Secret to Two of the Best Political Ads of 2016

re-elect gerald daugherty tv adTwo TV commercials for 2016 political candidates are getting a lot of attention.  One is for a Republican, the other for a Democratic candidate.   The commercials could not be more different, and yet they share one key ingredient.

First the commercials then we’ll talk about their shared secret for success.  Continue reading

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Men Don’t Like Being Stereotyped Either

gender-stereotypesWhat always amazes me as a marketer is how often women are stereotyped in ads, especially ads targeting women as consumers.

Even crazier is what I call, “The focus group of one.”   This occurs when you talk to one woman and assume she speaks for all women.   Many times after a campaign fails, or even offends the target audience, the marketer’s response is, “Well my wife liked it.”  Or, “Our intern thought is was funny.”

Women are not a monolithic group and hate it when they are stereotyped.  They are especially bothered when one woman says something and people assume she speaks for all women.

Well guess what, men feel the same way. Continue reading

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Three Percent of Women Portrayed in Leadership Roles in Ads

women shoppingIn a major announcement, advertising giant Unilver says it will no longer stereotype (men or women) in its ads.

The announcement was made when Unilver unveiled the results of a two year study about women and adverting,

Unilever said its global ad study research found that the issue of stereotyping, conscious or otherwise, is most acute in the portrayal of women.

I know…..show me your shocked face.

The company’s survey of ads and consumers revealed that 40% of women do not recognize the faces being reflected back at them. The study provided a possible explanation; of the women the ads featured, 3% were portrayed in leadership roles, 2% were intelligent, and 1% were funny.

I want to know who the 60 percent of women are who DO recognize the faces being reflected back to them?   Seriously…who are you people?

Only three percent of women are in leadership roles.  Wow.

I applaud Unilever for their efforts to stop the sexist stereotyping women AND men in their ads.   It will be interesting to see what they come up with.

Are you stereotyping women in your ads?  Take The Buchanan Test to find out.

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PSA Shows Men Reading Mean Tweets to Women Sportswriters

When women complain about online harassment, the response is often “Don’t take it seriously” or “Grow a thicker skin” or “Everyone gets harassed online” or “They’re just spouting off. They’re not going to actually hurt you.”

But what happens when men have to read those actual harassing tweets to a woman’s face?

In an attempt to raise awareness about online bullying of women in sports, “Just Not Sports” did exactly that. In their new #MoreThanMean PSA, real men, who did NOT write the messages, read appalling tweets directed at sportswriters Julie DiCaro and espnW’s Sarah Spain … to their faces.

Bravo to the unsuspecting men who participated in this for displaying human decency.

Will this video have any affect on the violent harassment women face?  I don’t know.  But I hope it will provide a new perspective for those who are willing to address the issue.

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New Study Says Women In C-Suite Increase Profitability

 Wopen leadershipHaving more women leaders in your company significantly increases profitability.

That’s according to new research from The Peterson Institute for International Economics and EY.  The report, Is Gender Diversity Profitable? Evidence from a Global Study, reveals that an organization with 30 percent female leaders could add up to 6 percentage points to its net margin. Continue reading

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E.Q. Librium Book Reveals Secret to Career Success

E.Q. LibriumWe’ve all heard about the power of Emotional Intelligence.    Yvette Bethel has written a book that lays out a step-by-step map for how to actually use Emotional Intelligence to succeed in your career.

E.Q. Librium – Unleash the Power Of Your Emotional Intelligence – A Proven Path to Career Success gives readers specific information on Emotional Intelligence and how to use it.

E.Q. Librium is described as:

“The ability to identify personal emotions and the emtions of others and filter that information into a balanced, holistic, and self-regulated response.”

Here’s why that’s so important.  Bethel says,

“In every organization I witnessed similar emotionally oblivious patterns in leaders and employees and realized most people are blissfully unaware of  how their behaviors affect their colleagues.  For instance, one person may describe his or her behavior as passionate, tenacious, and focused.  The person on the receiving end may interpret the same actions as argumentative, controlling, bullying, or relentless.  Both perceptions are real to the perceivers.  If people are not trained to manage themselves and the situations they encounter, the result is often a toxic environment.”

Continue reading

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