Monthly Archive for November, 2007

Guilt free technology

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I know what I want for Christmas.  A guilt free laptop that is small and yes I am embarrased to say it, but one I can carry in my handbag.  I want to take it to a cafe, pretend I am Carrie from Sex in the City, write stuff on long journeys and most importantly, I don’t want to share it with anyone.   For the first time you can buy an Asus EEE laptop for under £200 which is incredible value.  My previous laptop (which I share with my husband and he gets first dibs on) cost us around a £1000 - a price I could never justify for myself. 

Naturally this is a much less capable machine than the latest macbook.  It’s screen is tiny and it’s CPU goes at a fraction of the Macbook’s speed. On the other hand do most people need all that power? It seems crazy that people are buying multi Gigahertz machines when many people, especially women, just want to browse the Internet, check their email and write a presentation.   Most women are not turned on by gigahertz, ram, horse power and all those phrases that baffle them into thinking that technology is something to be feared and intimidated by.

Also, changing the price-point of a laptop changes the way we think about it: Previously with laptops costing in excess of £1000 we would probably hope to get three good years of life out of the machine. If we only pay £200 for a machine we can upgrade the machine every year. By the end of the 3rd year, the frequent upgrader who spends less
would probably end up with a better machine in her bag.

If you are no longer asking women to choose between holiday abroad or a car or a laptop but sacrifice the equivalent of a posh meal, this makes the purchase much more appealing and to some extent takes some of the fear out of the purchase as it positions it as an every day purchase.  

Lets just hope that Father Christmas is reading this and my wish comes true…

New video games for girls

“38 percent of video-game players are female, and most of the industry doesn’t know — or care — what they want” according to an article in Yahoo this week.

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They review “Babyz” is one of Ubisoft’s “Imagine” series of girl-oriented games, which also includes “Fashion Designer,” “Animal Doctor” (can you believe that they didn’t want to use the word veterinarian as they thought it would put children off?) and “Master Chef.” I haven’t tried any of the games so can’t agree or disagree if its as dire as the reviewer makes out. What I do know though, is with the amount of “shovelware” targeting this group needs a deep understanding of what young girls want and like and this goes beyond the superficial of make it pink, girly and princess like. Young girls are so grown up these days, I am often shocked like most parents I imagine, at how sophisticated and complex my 8 year old niece is.As one woman writes in womengamers.com, “Most of the content sounds like “girl sanitized” versions of other games. I think this stuff is dreamed up in the minds of clueless marketing people that just see a marketing demographic and strategize how to make a game more “girly.”

Whilst there is clearly a market for this genre of games, otherwise games companies would not keep churning them out, there are girls out there who do not respond to this and companies have to be brave and be amongst the few to really push the boundaries and not end up sanitizing the game play. Lets hope that the Imagine range goes onto show a true understanding of young girls and the imagination of the marketers behind it.

Technologies and Generation

Yesterday I witnessed an interesting incident on the tube. A young man found an empty space on the tube and sat down. In fact, he took quiet a lot of space and pushed me sitting on one side and the young woman sitting on the other side from the armrests. The young woman was completing a crossword puzzle and was very annoyed to be pushed aside like this. She complained and a little fight between the two evolved. It was interesting how different both of them were. He dressed in a suit like a property agent and she reminded me a lot of Amy Winehouse. However they were rather similar in other aspects: both of them were 20 years old, had an iPod plugged in their ears and got out their mobile phone as soon as the tube went over ground. Despite their many differences these two people from the iPod generation shared many things in common. Above all they are technology savvy and not afraid of using technology. Much of their social time is spent using technologies like mobile phones or they are on networking sites such as MySpace and FaceBook. In previous generations there was always the assumption that women are less interested and less well versed with technology. Observing this younger generation that grew up with the internet and new technologies, the rules for gender and technology might be different. But maybe it is far less a generational thing than a question of how technology is designed, marketed and used.

Sat Nav marketers are driving women away

The old adage about men not asking for directions has an element of truth to it when it comes to my husband. Having observed quite a few of women & men driving, its clear that men and women think very differently about getting directions, planning routes and the technology that can help them do that. Susi Weaser from Shiny Shiny mentioned this fascinating piece of research to me from Standford University which highlights significant differences between the way men and women subconsciously react to stimuli.

In the first experiment, the researchers examined how clothes shopping influences subsequent choices. They found that men who were exposed to the idea of shopping for a new wardrobe became much more focused on the end result in a subsequent (ostensibly unrelated) task of plotting a route for a cross-country trip, tending to choose the most direct route. In contrast, women exposed to clothes shopping were far more willing to take the scenic route. Many men tend to be “purpose driven” when clothes shopping (they shop for specific items and only when they are needed), whereas many women tend to be “possibility driven” (they browse and shop to “see what’s out there”).

I see a huge opportunity for sat nav companies to connect with the growing proportion of women who could be persuaded to own a sat nav, 17% of the women I spoke to own a sat nav, and according to Mintel, it is the gadget that women most frequently admit to wanting.

However, when it comes to product, retail and advertising, most seem to fail to target the female market altogether or those that put a toe in the water like Garmin tend to do the pinking up and dumbing down as shown in this ad.

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(The Garmin 200 and 250 comes in ‘powder pink’ and ‘candy pink’ respectively, women also get their own matching accessory cases called Penelope Pitstop’s Compact Pussycat!)

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However, these 2 functional ads are far more typical of the way the sat nav companies advertise their hardware. Specifically, they list out features and show huge pictures of the machine but do not attempt to create any emotional connection.

My relationship with my Tom Tom could not be more different. I love my sat nav. I had a Tom Tom Go and then upgraded to Tom Tom 1 v2. It gives me freedom. It makes me feel liberated. It gives me confidence. It connects me to my friends. As a mum, if I didn’t have it, like lots of fellow mums, I would be stuck indoors or restricted to only going to those familiar places. I’d like to get more women to see the benefits of using a personal navigation system. Many don’t really see the benefits of a sat nav until they have experienced one. The fear factor also comes into play. A lot of women are daunted by technology and questions such as ‘Am i going to be able to set it up?’ ‘What if it goes wrong?’ Not to mention when you walk into a place like Halfords, which is used to selling ‘kit’ to petrol heads, its not really surprising that women don’t feel they can get answers to their questions.

Women make technology purchases in the same way they make other purchases: its emotional, instinctive and intuitive. Looking at the advertising, I would say there is a fair way to go!

 

 

A Laptop for Women from Aldi

The German discount retailer Aldi Sued is selling a laptop (Akoya Medion MD 96359) for women from 15 November 2007. aldi-pink-silver-and-black.jpg

It is similar to other models sold by Aldi. However it features an enhanced shell with 300 Swarovski crystals. It comes in pink/silver and black and with its own handbag. Aldi computers are very popular in Germany and this one retails at Eur 799, about GBP 560. I wonder how it will sell…

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Even tweens are anti ‘pinking up’

I was spending an afternoon with a group of young girls this week getting under the skin of whats its like to be a ‘tween’ for a client. I met Hannah 9, Emily 10 and Grace 10 years old. They have been friends for ages.

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I was asking them about how it feels to be a young girl, what’s important to them and how they feel about technology. I was expecting the whole pink think to be super appealing but i was shocked to find out that at this age, ‘pink’ anything, let alone pink gadgets are NOT cool:

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Neither are dresses, particularly not pink dresses, nor are boys (the gender thing kicks in around now), nor is Barbie or Angelina Ballerina. This stuff is reminiscent of their earlier years and is for ‘young girly girls!’ I got them to do some drawings of what isn’t cool.

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What’s also interesting is what is cool. All 3 cited their nintendo DS lite as super cool and when I mentioned the new silver version (sorry to their mums in advance) they got really excited.

The other interesting thing was I asked all their mums if I could get them a game for their DS as a thank you, and all the mums said ‘it would be better to get them a book voucher’ which was insightful in itself. Clearly their is still prejudice as to the value of games and many parents still see them as a ‘waste of time.’

As Kitt, the frag doll highlighted, there is so much ‘shovelware’ out there and over 450 titles for the DS lite launching between Oct and Dec, a lot of which are targeted at the young girl (My Pet Dolphin, Animal paradise, I Did It Mum, Fashion Designer to name just a few) that there is serious competition for manufacturers, not only for the girls but for the parents who are so often the gifters. Games publishers need to really understand what is it like to be a young girl and what is going to have enduring appeal and the potential to be a true Lovemark for this audience not just a fad.

My advice for mums and dads is don’t go for the pink. It seems silver is definitely the new pink.

Gender & Innovation

The new research of the Lehman Brothers Centre for Women in Business at London Business School was published yesterday.The press release it below and the full report can be downloaded in the next couple of days here.

 

 

PROFESSIONAL TEAMS AT INNOVATIVE OPTIMUM WHEN MADE UP OF 50% MEN AND 50% WOMEN:

NEW RESEARCH FINDS MEN AND WOMEN REMARKABLY SIMILAR IN PROFESSIONAL ATTITUDES AND ASPIRATIONS

 

Men are not from Mars and women are not from Venus. They are all from Earth, and are able to work much more effectively and innovatively together in teams than previously thought. However, the differences between them appear to be the contextual influences on their lives and this can affect their progress as team leaders and team members.

 

New research looking into the gender differences in composition and leadership of teams, and the impact of their composition on innovation, was published today by the Lehman Brothers Centre for Women in Business at London Business School.

 

‘Innovative Potential: Men and Women in Teams’ surveyed more than 100 teams of knowledge workers working for 21 cross-sector companies across 17 countries, and analysed the data at team level and at individual team member level[1].

 

 

KEY FINDINGS:

 

-          Team composition

 

‘Teams can be more innovative when they are made up of 50:50 even proportions of men and women’ says Professor Lynda Gratton, Academic Lead of the Lehman Brothers Centre for Women in Business at London Business School. The results demonstrate that optimal conditions for innovation are more likely to occur if the team benefits from group dynamics engendered when the team has even proportions of men and women.

 

At the team level, the key drivers of innovation (experimentation, knowledge transfer, task performance and efficiency) stem from high team ratings for boundary spanning, a psychological safe communication climate and self-confidence. All these factors rated at their optimal levels with teams of approximately 50:50 proportions of men and women, regardless of whether the team leader is a man or a woman, with little difference in behaviour evident at an individual level in the broad selection of criteria studied.

 

-          Team performance

 

‘Naturally, there are other influencing factors to consider. It’s a complex area’, says Professor Gratton. ‘We looked in detail, for example, at team member context and how that might influence behaviour at an individual level and possibly impact the performance of their team’.

 

Gender differences can be a factor on innovative performance. Here the context in which team members work is fundamentally important. A number of factors can, in certain circumstances, hinder the performance of the team, including:

 

·       Spillover from home - Whereas team members tend to consider home more important and generally experience a positive Spillover to create an “enriching cycle” between home and work, team leaders appear to behave differently. Most team leaders identify work as more important than home and experience negative Spillover from home to work.

·       Men team leaders in particular show a strong ‘”depleting cycle” between home and work.

·       Domestic burden - Women carry most of the domestic burden, according to the findings. Women team members are four times more likely to do most of the domestic labour at home than their male counterparts.

 

-          Leading teams

 

These findings have implications when thinking about women as leaders. They show that:

 

  • Spillover – The results also show that 52% of women in leadership positions do not have children.  There is a strong suggestion of an impact on work/life balance to achieve their professional goals, especially when the comparative statistics are that only 4% of men team leaders do not have children.
  • Domestic burden - Women team leaders are six times more likely to carry the domestic burden than men team leaders.

 

These findings re-enforce previous research by the Lehman Brothers Centre for Women in Business at London Business School, which found that a minority of organisations were actively and adequately preparing women for senior roles[2].

 

 

RECOMMENDATIONS

 

Professor Gratton recommends that organisations should address these issues by:

 

  • Encouraging shared domestic labour – by offering and reinforcing ‘family friendly’ policies and practices
  • Actively managing ‘Spillover’ – by reducing the pressure to adapt, to work under pressure and to work long hours; and by encouraging open dialogue, enabling family friendly policies (as much as for men as women) and encouraging male role models
  • Managing and minimising the ‘Minority Experience’ in teams – ‘Companies and recruiters building professional teams must work harder to find the right skill sets needed to fulfil their team requirements, whilst aiming for the 50:50 guideline for gender composition’ advises Professor Gratton
  • Opitimising teams’ innovative potential – by considering gender diversity; boundary spanning capability and psychological safety when constructing teams.

 

 

FORUM:

 

The research findings will be presented for the first time at a public Forum at London Business School on Thursday 1 November. Invited guests will include senior executives from Google, IBM Consulting, American Express and Lehman Brothers.  Katherine Garret-Cox, Chief Investment Officer of Alliance Trust, will be giving the key note address followed by a presentation of the research findings by Professor Lynda Gratton.

 

The Lehman Brothers Centre for Women in Business is leading the debate on the emerging

themes for women in business, creating a dynamic interface between academic thought leadership and practice. One of the Centre’s key aspirations is to support and encourage the corporate sector and its senior executives to realise the potential of women by motivating companies to inspire women. A shared understanding of the actions senior executives in European companies are currently taking is a critical step in developing truly inspirational places to work, for women and men.

 

 

For more information or to register as press for the Forum, please contact the press office directly.

 

 

Kate Watkins

Media Relations Manager

London Business School

+44 (0)20 7000 7251

kwatkins@london.edu

 

Monica Fiumara

PR Officer

London Business School

+44 (0)20 7000 7252

mfiumara@london.edu

 

Mark Lane

Corporate Communications

Lehman Brothers International (Europe)

+44 (0)20 7102 1756

Mark.lane@lehman.com

 

 

NOTES TO EDITORS

 

Lynda Gratton, Executive Director, Lehman Brothers Centre for Women in Business

Dr Lynda Gratton is professor of management practice at London Business School and is founding director of the Lehman Brothers Centre for Women in Business. She is acknowledged as one of the world’s leading thinkers on business strategy and people management and advises companies across the world. Her most recent book is Hot Spots: Why Some Teams, Workplaces, and Organisations Buzz with Energy - and Others Don’t. She is also the author of Living Strategy: Putting People at the Heart of Corporate Purpose, published in 2000, which was voted one of the 20 most influential books by American CEOs. http://www.london.edu/womeninbusiness.html

 

London Business School

London Business School’s Vision is to be the pre-eminent global business school, nurturing talent and advancing knowledge in a multi-national, multicultural environment. Founded in 1965, the School graduated over 800 MBAs, Executive MBAs, Masters in Finance, Sloan Fellows and PhDs from over 70 countries last year. The School’s executive education department serves over 6,000 executives on its programmes every year. London Business School is based in the most accessible and international city in the world and is one of only two UK business schools to have twice been awarded the highest research rating of five-star (5*), by the Higher Education Funding Council for England (HEFCE), confirming the School as a centre of world-class research in business and management.  The School’s website is at www.london.edu

 

Lehman Brothers

Lehman Brothers, an innovator in global finance, serves the financial needs of corporations, governments and municipalities, institutional clients, and high net worth individuals worldwide.  Founded in 1850, Lehman Brothers maintains leadership positions in equity and fixed income sales, trading and research, investment banking, private investment management, asset management and private equity.  The Firm is headquartered in New York, with regional headquarters in London and Tokyo, and operates in a network of offices around the world. Lehman Brothers seeks to support innovative not-for-profit organisations that work to advance quality healthcare, promote excellence in the arts and culture, educate and help meet the needs of underprivileged children and youth. For further information about Lehman Brothers’ services, products and recruitment opportunities, visit the Firm’s Website at www.lehman.com.

 

 




[1] The sample consisted of a wide variety of teams, from all male teams to all female teams and varying proportions of composition in between. The teams worked in different disciplines and functions within their organisations. We surveyed representative samples of teams from leadership executives, research and development, finance and accounting, legal, information technology, human resources and marketing.

The companies studied were: Accenture, AIB, AXA Ireland, AXA PPP, BDO Stoy Hayward, Cargill, Corning, Fortis Bank, GSK Biologicals, IBM Consulting, KPMG, L’Oreal, Lehman Brothers, Lloyds Corporate Banking, London Business School, Nortel, Orange, Reuters, Société Générale, Symantec, Volvo Cars.

 

[2] “Inspiring Women: Corporate Best Practice in Europe”, Professor Lynda Gratton, Lehman Brothers Centre for Women in Business at London Business School, May 2007