No matter how society tries to equalize men and women, we still remain different - however, this is what gives us the opportunity to approach business problems in our own way. You just need to use your strengths correctly. What kind? Let's tell.
Neurological scientists say that in women, electrical signals are more likely to connect two hemispheres at once. In other words, the so-called feminine logic is closely related to intuition, since the physiology of the brain allows you to think and feel at the same time.
Therefore, women are more likely than men to create businesses spontaneously. It is important for men to accumulate a critical mass of information in order to analyze it and take action. Women, on the other hand, often lack a minimum of facts - after all, their lack for analysis is compensated by intuition. There is a local problem - we come up with a solution.
Coco Chanel began to sew simple suits for women from men's fabrics, because she herself wanted to wear something more comfortable. Anastasia Tatulova could not find a place where it would be comfortable to spend time with children and opened Anderson cafe, which had already turned into a network.
With the development of my own gel nail polish formula, this is exactly what I had. As a practicing master, I understood what could be improved in existing products, so as soon as the opportunity arose to implement my ideas, I did not hesitate to get down to business. So, very spontaneously, I got a business.
Also explained by the physiology of the brain. In addition to the fact that both hemispheres work simultaneously in women, women have well-developed peripheral vision, while in most men, vision is still tunnel vision. And thinking, as a rule, too (read also: "Not the weaker sex: 9 scientific theories that put women above men").
It's normal for women to do several things at the same time. Therefore, the business owner, perhaps not thoroughly, but sufficiently versed in each business task - from marketing to production technology. To create my own product line, I had to understand everything from management psychology to chemistry. And no, the ability to delegate authority does not mean that the manager loses the need to participate in several work processes at the same time.
For a long time, it was believed that women were softer negotiators, less prone to conflict and more likely to give in. Until a certain stage, maybe it was so. However, modern business women have long mastered the skills of tough negotiations and are not afraid to defend their opinions and get what they want, even at the cost of conflict.
Coming into business relatively recently, women have learned the flexibility of communication. In one situation, they can be compliant and soft, in another - openly go into conflict and insist on their ideas.
Everything is explained by social and historical background. Throughout the history of mankind, women were offered only one role - the led. But the world has changed, and so has society. And women, while retaining the old patterns of behavior, have also learned new ones and now they can quite change them depending on the situation. This gives the businesswoman an added advantage.
Contemporaries laughed at Este Lauder's "feminine" techniques in business - she was the first to offer her clients samples of cosmetics and, already being the head of the company, even continued to advise customers on her own, because emotional contact was important to her. Who will remember the names of those jokers and critics now? And Este Lauder's cosmetic empire, meanwhile, is still one of the largest in this market.
The founder of Mary Kay Cosmetics, Mary Kay Ash, promoted the primacy of emotions in business. “The basis of a leader is not the mind, but the heart. You can love people and not be a leader for them, but you cannot be a leader and not love people,”the press quotes the business lady. We get a predictable result: emotions are emotions, and the company successfully sells its products all over the world.
The beauty of serving
Businesses run by women tend to be beautifully presented. There is also an explanation for this. While the boys are being taken to chess, robotics and boxing, the girls are drawing, dancing and developing artistically in every possible way. With rare exceptions, it is still customary in society to develop children not so much according to their needs as according to their gender type. Therefore, girls' artistic perception often works better, because they are simply taught to pay attention to the beautiful.
Therefore, in a business that is run by a woman, more attention is paid to beautiful, “tasty” details.
For example, Wildberries, created by Tatyana Bakalchuk, has its own photo studio with high-quality equipment to make photos for an online store look attractive. We also have our own photo studio in Arnelle. The beauty of the presentation is an important part of success. Even the bottle plays a role - it should be not only convenient, but also have a universal design that will fit into the interior of any salon.
The attitude of men and women to competition is very different. By its nature, male competition is tougher, because at the subconscious level, the struggle is not even for market share, but for power.
It is more common for women to perceive competitors as a guideline. This attitude allows us to abstract from the race and in the process of conquering the market, to learn from those who are one step ahead. For example, the creator of the beauty salon "White Garden" Oksana Lavrenyeva spied on interesting ideas from competitors around the world and, only by collecting many pleasant details, decided to open her own perfect salon.
Men and women are different. Of course, we can say that there are no sexes in business, and the laws of economics work the same for everyone. But there are details. It is not for nothing that they say that business partnership is like marriage: you need to understand the logic of the other side in order to reach an agreement (read also: “Why marriage and business partnership are one and the same (and how the experience of family life can help in business)”).
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Photo: Getty Imagrs, press archives
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