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"If Men are from Mars and Women are from Venus, and you can speak Venusian, the world can be yours." Bette Midler to Mel Gibson in the film 'What Women Want'

What women want

Well that is true up to a point; but women are not all the same and Venusian has different dialects. All women are all female, but they don't all think in the same way, nor are they motivated by the same things. Hence we are working with Pauline Crawford and Alana Mitchell to develop a marketing application for their Gender Dynamics™ model, which provides an understanding of these differences.

What does this mean for marketing to women? It means that you need to understand where your female customer sits on this scale, and which dialect of Venusian she is speaking. More naturally masculine-minded women have different physical attributes (angular) to more feminine-minded women (curved) and want different things from their cars, shopping experiences, supermarkets, handbags, technology, techno-games and yes, even shoes.

Frankly, just making it in pink won't cut it for two thirds of women. However, there are four wise women here who can tell you what will.