Speaking a Woman’s Language in Design for Environment
When you focus on sustainable product development, your methods are naturally attuned to the way women think and will buy. And, because of that, Joseph Fiksel’s book, Design For Environment, looks to be a great mind-expander on how to reach the more feminine brain traits in every consumer these days. In my post for TomPeters.com, I pulled three main ideas from a GreenBiz podcast interview with Fiksel that apply to both sustainable product design and women’s ways of thinking/communicating:
1) A non-linear and more systematic approach.
2) Collaboration, not competition, focused.
3) The path is as important as the end goal.
Here’s my elaboration on idea #2:
2) Collaboration, not competition, focused. Competition is the traditional, patriarchal style for conducting business (in general), but—as seems to be a bit more innate with women—there may be even more potential when competitors band together to make change or solve a problem. Such a win-win collaboration speaks a woman’s language. Evolutionarily—it took a village to raise a child, after all …
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Check out the full post for more, at TomPeters.com. On either Tom’s site or here, let me know if this resonates with you or if you’ve seen this in your work with the women’s market.
