Men’s Issues (What Men Need)

There is an interesting difference in our survey work with women and men that tells us a lot about effective ways to handle male/female difference. In the previous chapter, on women’s issues, you’ll notice that we specifically focused on “women’s needs.” In this chapter, you’ll notice our language regards “men’s issues.” Why the difference?
We have found that the word needs works better with women, less so with men. Many male executives shut down or just don’t open up and articulate when asked, “What are your needs?” They hear this as “female” language, or just don’t get a neural resonance with the word. They find it easier to identify issues they face. We theorize that the word ...

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