I smiled when I read the Wall Street Journal headline, “When the Female Customer Perplexes the Techie Male CEO.” Without reading a word, I knew that the article would resonate. Invariably, my husband and I are drawn to different types of web sites, packaging and marketing. The standard disclaimer that each individual is unique doesn’t obscure the fact that our inclinations represent those of a larger proportion of our gender.
The article interviewed CEOs of burgeoning online hobby, craft and fashion businesses, some of whom were initially shocked to find that their most fervent customers were women. John Levisay, CEO of Craftsy Inc., began expanding online crafting classes when they drew more attention than the golfing ones he thought would be popular. Ben Silbermman, co-founder of Pinterest intended it as a showcase for collections such as his childhood insect one, and found that women flocked to the site eager to share decoration and recipe ideas.
Not surprisingly, these CEOs and others found that the way they naturally tended to do things didn’t necessarily match what their customers really wanted. According to the WSJ, Nicole Shariat Farb who also founded a craft e-commerce company said, “It’s not that a male founder or a male CEO automatically is precluded from doing a good job of running a company for women. But they are precluded from understanding their customer on an instinctual level.”
That sentence didn’t raise my hackles. Yet I can’t help thinking that if someone said exactly the same sentence replacing the word “male” with “female” and the word “woman” with “man” he or she would be attacked. In a hysterically politically correct climate, we aren’t even allowed to suggest that there is such a thing as men’s interests.
Once again, the marketplace reveals the realities that intellectual and political Pooh-Bahs insist on ignoring. How refreshing.
I have received a number of emails asking how to stand with and help Israel. In addition to prayer, I recommend looking at the work of www.oneisraelfund.org. Also, find an honest and morally driven source of news. Becoming well educated is needed for politely but firmly rebutting false propaganda.
Gain deeper insight into the conflict by listening to Clash of Destiny: Decoding the Secrets of Israel and Islam. It remains on sale for only a few more hours.