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Women know your place: The Boardroom

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I feel like a Russian doll. I get smaller and smaller as the testosterone in the boardroom gets bigger and bigger. I tell myself I am a confident woman yet the environment I am in makes me feel I must change my persona and adapt to my ‘male’ surroundings. I must cut across people when they speak. I must hammer my point home with authority. I must emit an odour of superiority. I must show the world I am King.

So many women behave like men in the Boardroom. They feel they must emulate men to be successful. Many of the senior women I work with are not women I would aspire to be like. More like men in drag. This lack of appeal is one of the reasons why only 6% of women make up company board members. Cranfield’s survey finds Alliance Trust, AMEC and Marks and Spencer as the companies with the most women on their boards.

I want to propose a new style of Boardroom where women can openly use the traits they have: femininity, intimacy and authenticity. To create an agenda that is open, transparent and supportive. The Boardroom should not be a place for corporate politics but a place for productive intimate business.

Gestalt talks about how boards of directors tend to operate in ways that seek to minimise ineffectiveness. Trevor J Bentley, in relation to Gestalt, says

“Relationships on boards are often tenuous, superficial and dishonest. They are quite often transitory subsytems of people who support each other out of personal interest. The best that most boards achieve often through share option schemes, is to align the self interest of individual directors with the interest of shareholders. This approach tends to create a short term price focus that is nearly always to the detriment of the long-term sustainable growth and well-being of the business.”

This pretty much sums up why we are in a financial crisis. A group of money hungry men had short term personal goals of becoming richer without thinking about the long term consequences of their actions.

I want a far more ‘intimate’ and ‘authentic’ environment: Bentley states that there are 2 parts to working in an intimate system.

The first is knowing what I am prepared to offer others is what they want.

The second is knowing that what I want is what others are prepared to offer me.

My experience is that most people in meetings are never clear or open about what they want. It takes a series of long pointless and frankly ineffective meetings before you start to find out the other party actually wants. You have to “play the game” (countless times I have been asked to “play the game”-each time I am told this, I feel myself revert back to my Russian doll).

Once you are finally clear about what the other parties want, the quality of contact increases and people relate to each other with a degree of authenticity. Its a bit like when you have the frank conversation with your new boyfriend about what you want from the relationship. Once the hazy fog of second guessing has been lifted and everything is so much simpler and more enjoyable.

Today in the boardroom, I watch women emulate men, leaving the men to dictate the rules of the boardroom. Women must be prepared to use their feminine skills in a productive way and men must be prepared to build cultures that thrive on diversity and tolerance not conformity.

A feminised boardroom is not one where you would pink up the environment and dumb down the agenda. A feminised boardroom is a supportive place where both women and men feel safe in revealing what their intentions are upfront and then get on with the job at hand. How refreshing.

PC World not selling PC’s

It seems that the UK is falling out of love with the kings of out-of-town box-shifters, PC world. This is a typical comment that I found on YouTube.

The sad truth is never purchase any computer, laptop, or components from PC World. They are the cowboy’s of the computing industry, who over charge, mislead, and sell awful products often to those who know no better. Thankfully, I’ve heard they are in some deep brown stuff financially. Source: YouTube

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These days almost nobody has a good word to say about this troubled retailer. The company has built-up a reputation for low standards of service and an unimaginative lack of innovation. Do they have what it takes to re-invent themselves for the post-crunch era? Yes, if M&C Saatchi continue to have their way:
However, their latest TV ad and print campaign by is a real creative departure because it presents an actual business strategy (TV is much better than the print). The campaign is all about home-media and entertainment. It shows a PC user who loves films and how he can use his PC to download movies and other kinds of entertainment. PC World is positioned as a company that can help him design his media-centre, and it positions the PC as the new focus of the living-room.
Its a smart realisation on 2 counts: Firstly. that the PC market is totally commodified. It’s no longer profitable to sell generic “beige-box” PCs as there are hundreds of web-retailers who can sell a similar product cheaper than PC World. Secondly, that people, in particular women, do not buy technology in a functional way. Its an emotional decision. It may often be justified by a set of rational criteria but that is very rarely why people purchase technology. People need to be given a reason to want a new PC.
For a DSG company to realise and act on this is a paradigm shift. For a long time, we have been led to believe that people buy technology akin to how they buy technology in a vending machine. My research found that its the opposite. Its emotional, intuitive and for women, often impulsive.
As to how the store experience will change in line with the more emotional and human campaign, I am yet to be convinced. Today’s PC World looks more or less as it did a few years ago. But if DSG were to believe in their new positioning they could use it as a basis to transform themselves into a place of computer-driven entertainment. They could finally move away from their current ‘cowboy’ box-shifter image. PC World’s goal should be a champion of trust akin to what Martin Lewis has done for financial services.
When I shop for technology, I want an authentic experience not a functional per-functionary transaction. I want to be spoken to in a way that does not make me feel stupid but gets to the heart of what I need. I want an environment that is akin to my home and the place where my technology will live. I want to know and understand the magic that this technology will bring for me and my family. And not trying to flog me a PC on its spec is a good start!

The New CEO of Xerox

There are not many female CEOs of companies around. Although women are traditionally underrepresented in technology professions, there were a number of high profile CEOs in the US in recent years. We can think here of Carly Fiorina, formerly of HP, and Anne M. Mulcahy, of Xerox. Now Xerox has entered history books by appointing the first African American female CEO to lead a major US corporation: Ursula Burns. Interestingly enough she is also the first female CEO who succeeded another female CEO.

 

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Burns had a long-term career at Xerox. Burns, who holds degrees from NYU and Columbia University, joined Xerox in 1980 first as a summer intern and then in product development and planning. In 2000, she was named senior vice president, Corporate Strategic Services and in 2007 she became president of Xerox.

Business Week suggests that part of reason that Xerox appointed two female CEOs in a row is Xerox’s commitment to diversity. 30% of Xerox’s executives are women and 22% are minorities. Xerox has a long tradition of affinity networks. Xerox also had a Executive Diversity Council early on. In addition there are leadership programmes that foster diversity and managers are evaluated in their performance reviews on their ability to recruit, retain and promote underrepresented groups. If they fall short of expectations their chances of promotion are diminished and they pay is negatively affected. This shows that diversity programmes do have an impact – even though it might take decades for them to unfold their power.  

WANTED: Lady Geeks for post in Sydney

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Our client, one of Australia’s most successful boutique trading firms is looking for C++ software developers with the following experience:

* 3+ years C++ Software Development
* Having worked on fast-paced C++ / C# Development Projects
* Contact with latest Technologies: Front Office Trading Applications

We are keen to hear from Australians who want to return home, and who already have the required PR or citizenship status.

This opportunity will see you working as a productive member of an extremely talented Sydney-based software development team, working with cutting edge technologies and joining in with numerous social activities designed to keep you happy, alert and energised.

Duties involve working very closely with traders to produce algorithmic applications to support their electronic trading activities. You will be part of a close-knit team of highly skilled developers and will also liaise directly with traders to better understand their needs.

Culture is very important here; enjoy a family-friendly work/life balance and casual dress code. Candidates who are returning from maternity leave / paternity leave can feel confident that they will be able to return to their families at close of business without worrying about overtime!

If you are a smart software developer who wants to further develop your career in a supportive, engaging environment, do not hesitate to get in touch.

For more information email Lady Geek Nadia Priestley:  nadia@stodge.org. Nadia will be in London next week and able to meet candidates.

Casual gaming tackles a serious subject

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May, a month named, so some believe, after the Greek goddess Maia, is, appropriately enough, also Girl Gaming month on Casualgaming.biz. Its four-week festival focusing on female-friendly titles kicked off last week as a run up to the launch of The Sims 3, the latest in the best-selling PC series, a hot property not least because it is so popular with women.

As the site points out, where The Sims and its developer Maxis led, Sony, Nintendo, Ubisoft and PopCap have followed, opening their minds - and their balance sheets - to the army of women who play (and, crucially, buy games). What’s interesting is that one of the articles on the site is a piece picking up on a recent interview given by EA Sports boss Peter Moore to hardcore gaming bible Edge. In the piece, Moore ‘fesses up to the fact that the company he heads up has struggled to appeal to a female audience. Of course, he has a new Wii Fit-alike title coming that he hopes will change all that, but it’s refreshing to hear a senior executive acknowledging that they need to work a damn sight harder to get women on board.

Casualgaming.biz is also asking any companies involved with ‘games for girls - whatever that means, expect more on that very topic’ - to get in touch to talk. I look forward to seeing what revelations the month ahead brings.

Every Brand needs a Moral Contract to attract Women

The latest N-vision data highlights 50% of women buy fair trade products compared to 35% of men. Women are 10% more likely than men to boycott those manufacturers who contribute to pollution. Women are 5% more likely to consider themselves as ethical shoppers compared to men. Younger women (under 35) and older women (45-64) are far more likely to disagree or disagree strongly compared to men with the statement ‘Most companies in this country are fair to consumers.’

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There has been a change in the nation’s mood over the last 30 years: In 1980, only 12% of women and 15% of men agree with this same statement about fairness. By 2008, it was over 40% of men and 42% of women.

There is now a sense of injustice about the way women feel companies treat them. A feeling of being cheated by those corporations who have power. A sense that they should be ‘doing their bit’ for the people and their ‘bit’ should be much more significant than it currently is.

I predict women will lead the movement from a ‘me’ society to a ‘we‘ society. Women no longer want a society with naked greed at its heart. They want generosity as its core value and will seek out brands that offer this.

Brands which are seen to lack this moral dimension are loosing out on more than just a sales opportunity: Brands which are known for their morality are more easily forgiven, or at least given the benefit of the doubt in the event of rumors and bad-news. Take the opposite extreme: Brands such as Monsanto which have allowed themselves to be known for doing things which are not entirely ethical are more easily embroiled in yet more whispering campaigns. There’s a huge cost to appearing immoral.

Brands such as Kiva.org (the micro-lending exchange) are leading the way with a moral contract at the heart of their proposition. Technology brands,with the exception of Google’s “Dont Be Evil”, are trailing way behind with moral propositions.

But why should tech brands care? We are used to buying our tech-products from anonymous sounding foreign brands of whom we know very little about. What could these companies benefit from being seen as ethical? I think there is still a great deal to win in a world of undifferentiated products in commodity markets. You might as well flip a coin when choosing between an Asus and an Acer, but what if the manufacturers could find a way show their differences which appeal to the “slacktivist” sense of moral consumers?

The cynical amongst us will call it green-washing, but the fact remains that people will often choose a higher-priced product if they feel that it is more ethically sound, even people who’d never attended a protest march in their lives. Shopping is a form of passive-activism.

Tech brands must take the advice of Bill Bernach and:

Stop believing in what we sell and start selling what we believe in.”

The fact remains women are still more loyal to companies than men. Men are approx 10% more likely to agree with the statement ‘I am less loyal to companies that I previously was’. If tech brands want to attract and retain the most loyal sex, they must start with a moral contract and set of values.

This is no longer niche idealism but corporate realism.

Ada Lovelace Day

Women’s contributions to the development of technology are often forgotten or written out of history. It is all too easy to forget that women had a significant impact on the development of technologies we use today.

The Ada Lovelace Day is celebrated today by more than 1,600 bloggers who have signed up to blog about her today. We at LadyGeek want to support this initiative and are proud to raise awareness for this exceptional woman.

 

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Ada Lovelace (1815-1852) is rightly acclaimed to be one of the first  computer programmers. She wrote programmes for a machine  -  an early mechanical general-purpose computer - envisioned by Charles Babbage. Ada Lovelace was one of the visionaries who anticipated the power that computers can bring that go beyond number-crunching.

Ada Lovelace can be seen as a role model for women in technology and some of today’s role models are mentioned in this article in Computer Weekly.

 

 

 

Women are reassurance addicts

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The latest research I have conducted with Syracuse university
highlights some interesting findings. Whilst most younger women
under the age of 21 feel comfortable with technology and rate
themselves at 6 out of 10 on a tech literate scale, they are not
confident to buy technology without seeking reassurance from others.
They will rely heavily on the advice of either the sales assistant or
a friend.

Women want to know they have made the right decision when they buy technology. They want to see the product. Touch it, feel it, imagine using it. Is it going to enhance my life? How does it fit into my life?

Men do not rate themselves much higher than women, 7 out of 10 on the
tech literate scale but do not need any reassurance at point of
purchase. They are more likely to have researched products online and
checked out online reviews. Men are willing to take a gamble. They more likely to take risks when it comes to technology.

The process is completely different both in terms of perception and
behaviour. Yet tech brands know nothing about these gender
differences and neither do they spend any time conducting ‘decent’ research.

Tech brands support a very male and traditional buying process. A great emphasis is placed on traditional review sites such as CNET and IGN. These sites are almost exclusively read by men.

Currently the retail experience supports what men
want: a transaction. Stores like Game and Dixons continue to be a “vending machine” which relies on you knowing and be confident about
what you want. Rather than provide encouragement and expertise, the
sales assistants try to flog you a certain game or piece of kit that
only increases need for reassurance. And I wont even mention PC World
as I will come out in an allergic rash. I need therapy to get over
the ‘experience’ of trying to buy a hard drive there.

Tech retailers must create a culture of reassurance which is present in the attitude of the staff and the way women buy.

Forget the Genius Bar, bring in the Reassurance Bar where you can sit and have coffee with a member of staff. Have a Try Before you Buy section where you can see your kit in action. Make the stores feel like women’s ideal
home, not their idea of hell.

And last but not least, recognise that men and women are different in their wants and desires from technology.

Inclusivity in Technology Advertising and the Effects of the Dot.com Crisis

The current economic crisis has raised many questions in regards to whether it fosters or harms gender inclusivity. Recent reports seem to suggest that it harms rather than helps the diversity and inclusivity agenda. However what can we learn from previous downturns?

The technology industry faced a crisis after the dot.com bubble burst. Sarah Dempsey, whose article ‘The Increasing Technology Divide - Persistent portrayals of maverick masculinity in US marketing’ was interested in what happens to gender inclusivity in times of crisis. She studied advertisements in Wired, the flagship magazine of the technical revolution, in 2000 and 2006.

Prior to the year 2000 the assumption was that the digital revolution is leading to an egalitarian lifestyle where everyone regardless of gender, race or ability could enjoy the newly found freedoms of technology. However by 2006 the industry had gone through the dot.com bust.

Sarah Dempsey’s detailed study of advertising in Wired in 2000 found three portrayals. First, men were seen as the main consumers of technology and women were mainly used as objects. Second, in an attempt to attract a wider audience more ‘Average Joes’ appeared in the adverts. Finally, technology was portrayed as empowering for men and women but the portrayals followed strict gender guidelines. Men were empowered as users of technology though maverick figures that resisted the mainstream. Women were empowered through technology through ‘damsel in distress’ narratives. Here a victimized woman would be rescued by technology.

How did these portrayals change in the year 2006? In the year 2006 the adverts were dominated by nerds and geeks. This supports the ideal of the masculine maverick figures. In contrast to the 2000 adverts, women were less likely to be used as objects. This might be related to the fact that many companies became increasingly aware of stereotypical gender portrayals of women. However the research found that overall, technology adverts were much less inclusive in 2006 than in 2000. Many more adverts were targeted at the white, male consumer. This research indicates that in a crisis, people tend to convert back to mainstream thinking leading to less diverse and inclusive gender portrayals. 

This clearly shows that advertising portrayals of men and women engaging with technology have to change. Women need to be seen in active roles as users and creators of technology. We also need to see more variety in the portrayals of men. Instead of just confirming the tired cliché of the masculine maverick, men have to be shown in relevant contemporary situations which allow men with different background to identify with them. The media plays a crucial role in shaping our views of the world and it is therefore crucially important that there are realistic yet aspirational role models for women and indeed men in technology that are displayed in leading magazines like Wired. Particularly in a crisis.

 

Cultural anthropology - how it can make your tech better

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Francoise Bourdonnec, a cultural anthropologist, is director of the home experience research team in Intel’s digital home group and her team consists of social scientists and quant researchers, whose job is to “see the world through other people’s eyes” to understand better what people want from their technology. What a great job – talking to people and finding out how to improve tech for their day to day lives. I spoke to her to find out what she does day-to-day and how she thinks women are being targeted as technology consumers in the 21st century.

 

Francoise, tell me about how you learn more about what consumers are after?

By doing fieldwork, which includes visiting homes around the world, spending time with families to understand how they think about technologies and their homes, encouraging participant observation and design experiments, and bring that information back to Intel to deepen the corporation’s understanding of consumers - how they live, what matters to them and to understand how technologies are used, understood and imagined around the world. We then work with Digital Home Group to define the experiences and technologies that will fit into people’s cultural/social values and practices.

 

How did you come to be a cultural anthropologist?

This is actually a second career for me.  I had an interest in anthropology during college, but made a career in operations at Intel. I decided to go back to grad school for an anthropology degree when I realized that anthropology was a way for us to do a better job of targeting technology to consumers…not just improving products ‘for technology’s sake’ but to ensure that the improvements resulted in better, easier to use products. As luck would have it, that is when Intel expanded its hiring of social scientists (there had been social scientists at Intel for about 10 years in the labs) as product groups decided that anthropologists and other social scientists could help create better products. So for me, it was a great opportunity to keep working at Intel and put these new skills to work – and it has been a great experience.

 

What stands out in your findings during your time at Intel?

I work in the Digital Home Group – which focuses on interactive television, so much of our research has been focused on understanding how people view televisions and internet technologies. The thing that surprised me most was how much people around the world LOVE their televisions: they are part of the family, they are omnipresent, they have many functions (entertainment, distraction, reward) and they are dearly loved. TVs are often the only ‘acceptable’ technology for social areas like the living room. When we started this research, we thought the focus on TV might be stronger in the US – but that has not been the case: our record for TVs in a home was in the UK – 11 TVs in 1100 square feet. They weren’t all plugged in, but still… We have seen them in every room in a house. And our challenge is to make sure that as we add interactivity to the TV, we don’t break the experience that people love so much. 

 

What do you think of the way technology is targeted at women? Is it changing?

I absolutely think it is changing. First, there is a recognition that women are interested in technology on a par with men – it’s not just a “guy thing”. They own as much technology as men and they are increasing influences in consumer electronics, gaming, social networking and internet use. When you add to that women’s growing earning power and their role in purchase decisions (the Consumer Electronics Association estimates that women influence 60+ per cent of consumer electronics purchases and, especially in emerging markets, they are often the majority of decision maker for purchases such as televisions, media players, DVD/cameras…) - they are absolutely a key target for technology manufacturers. Especially since - at least in the US -  women spend about 20 per cent less than men on consumer electronics products – and they are 25 per cent less likely to consider such products ‘good value for money,’ according to the Consumer Electronics Association.

 

So there’s a greater focus on understanding what women want from technology – and responding to it. This can be anything from ergonomics to women’s approach to technology (grounded in multitasking – women want technology to do its job well, to work reliably, to be easy to set up and to not need debugging!) to where technology is sold (traditional tech stores are perceived as very unfriendly by most women). So we see efforts like Sony’s successful digital cameras targeted at women, stores created to appeal to women, and products that deliver on their promise with minimal effort (and that make it clear what it is they do). That means a good out-of-the-box experience and intuitive user interfaces – and sales support (often online, since when shopping women gather more information than men) to help make a good decision.

We’re also seeing more attention paid to technology style – and no, that doesn’t mean pink: women like black and silver technology too! But it does mean that tech products have to look good and be ‘customizable’ to their owners’ style.

 

I’d like to point out that while many of these things are important to women - men benefit from them too. So I suspect solving the problem for women will make for happier consumers overall (think Oxo goodgrips – made to address grip issues, and comfortable for everyone). Do I think manufacturers are there yet? Not quite….but they are definitely making progress.

 

There is a growing awareness of the importance of women as consumers. That means that companies are focusing on ensuring that women are represented in consumer groups giving feedback during the development process, and are doing a better job of targeting the issues that women care about in advertising their products.  Women tend to care less about technical specs and more about whether technology will get the job done, and they are much less willing than men to ‘de-bug’ technology to make it work. So ensuring that products are easy to set up and use, and communicating what products do rather than what they are becomes key. For example, a site like www.my-laptop.co.uk that helps women figure out what technology will do what they want is much more targeted – and helpful – than a spec sheet.  And we now see technology advertising in a wider range of media, and showcasing women as users – while demonstrating what the technology enables (so a camera is not about the lens, it’s about preserving memories).

 

So there you have it - women want targeted, well designed technology that is straightforward to operate, does the job and isn’t pink. Thanks for your time Francoise.