3.
Brands That Understand
In predictable ways, companies fail to respond to women’s needs. The four R’s: recognize, research, respond, refine. The ladder of technical, functional, and emotional benefits. Women buy using a value calculus. How the leaders set the tone: Do we listen? Do we respond? Do we invest? A woman wants you to reach out to her. She will tell her many friends about your winning moves and your failures.
Some companies will be able to seize the opportunity—$5 trillion or more—to serve women better, but many will not. Those that fail will do so by making the following mistakes—the same mistakes that companies have been making for decades.
Poor product design and customization. They will fail to tailor their products to ...
