1. Inside Her Pretty Little Head

2. An Astonishing Paradox

7. A Wonderful Opportunity

17. Ways of thinking Empathisers Systemisers Outward focus Holistic perception Intuitive Depth and detail Make things work through relationships Innate interest: People Expressive Operate out of collective concerns Seek shared perspectives Thrive on collaboration Focussed perspective Linear and logical Analytical Working out how things work in order to predict outcomes Innate interest: Things Self sufficient Focus on personal goals Feel comfortable in hierarchies (systems) Thrive on competition Ways of behaving

19. +1 +2 +3 0 +1 +2 +3 -3 -3 -2 -2 -1 -1 Systemising Empathising Type B Type S Type E

20. Why are women more likely to be empathisers? The science of femininity

21. Advances in medical technologies Preparedness by scientists to interrogate accepted wisdoms about human nature 3 recent dramatic revelations about the nature of femininity

22. Endocrinology: Stress responses i

24. Brain structure: Decision making ii

26. Intellect Feeling Action Corpus Callosum

28. iii Evolution: Survival Strategies

30. Two Worldviews Solves problems by Makes decision with Focus in relationships Analysis Argument Prioritising Competitive impulses to achieve control Relative position in hierarchy Linear, logical, Single-lined information Collaborating Co operating Talking What is shared with others Empathetic Systematic Motivated by Creating safe havens (devoid of risk) Deep, detailed, rational and non rational information

31. Two Worldviews Solves problems by Makes decision with Focus in relationships Analysis Argument Prioritising Competitive impulses to achieve control Relative position in hierarchy Linear, logical, Single-lined information Collaborating Co operating Talking What is shared with others Women Business Motivated by Creating safe havens (devoid of risk) Deep, detailed, rational and non rational information

32. Most (big) organisations are systematic

33. Their brand promises are based on competitive advantage

34. They’re built on ‘if a then b’ logic End Benefit Product Benefit Facts and Features

35. They’re after control: Locking the customer in and the competition out

36. And they seek to impress with shows of strength… The Worlds Favourite Airline The Drive of your Life The Ultimate Driving Machine Probably the best lager in the world The Best a Man Can Get The World’s Local Bank The Car in front is a Toyota

37. All of which is highly motivating for the systematic audience

38. But when targeting empathisers, systematic organisations expose a limited feel for empathisers’ motivations

40. Four new startpoints for brands Developing brands out of the empathetic:

41. Altruism Code Connecting Code Aesthetic Code Ordering Code

42. Altruism Code An others focus. An interest in shared concerns.

44. Ordering Code Risk aversion, the need to reduce complexity in decision making, the desire to create a context that feels in good order

46. Aesthetic Code Heightened sensory perceptions. The need to create environments that feel safe.

48. Connecting Code The need to tend and befriend under stress. The impulse to create communities to create safe havens.

50. A New Worldview For Business Analysis Argument Prioritising Competitive impulses to achieve control Relative position in hierarchy Linear, logical, Single-lined information Collaborating Co operating Talking What is shared with others Empathetic Systematic Creating safe havens (devoid of risk) Deep, detailed, rational and non rational information Motivated by Solves problems by Focus in relationships Makes decisions by