Why She Buys - Must read book

The more I read this book, the more I have the urgency to share it. Why should you read this book:

·       Women drive consumer purchasing.

·       Men dominate the senior levels of most companies that make and market the products women buy.

·       Men and women are so different, they often have trouble communicating with one another.

·       Understanding these differences can provide businesses with significant competitive advantage, but it takes work.

·       The gender gap is a source of missed opportunities and lost revenue, and it should be addressed through education and training.

·       Political correctness stifles frank discussion of the subject, even among women.

·       Much of the biological research on the brain differences between genders is relatively new and hasn’t trickled down to either the general public or the business world.

·       Gender differences are not widely taught in business courses at the undergraduate level or in MBA programs.

·       The fish are the last to discover the ocean.

·       Women dominate the consumer economy thanks to the combination of purchasing power and influence.

>> Chapter 1 Excerpt

At school, nobody ever mentioned differences between men and women. After 5 years, not even one mention to this subject was made. I have studied differences between cultures: how to make business in China, in Middle East, in Japan, in the United States,... but never differences between genders. We are all considered the same – but the truth is we are in fact very different. We talk differently, we relate differently, we view the world differently, we are interested by different things, and respond differently to the same situations... so when targeting products to women – the main buyers of all consumer goods – we should be more aware of all these differences and drivers.

While reading this book I realise that one of the most useful subjects we could, and should, study in business schools is gender differences. We would be able to better understand men and women and their behaviours in all aspects of life – and more specifically understand better their shopping habits and drivers.

Until that day, read this book and you'll understand what I mean.

Why She Buys - Bridget Brennan

Unlike men, women feel the sense of urgency, even obligation, to tell people about a new product or service they’ve discovered.

I just read this sentence and I must say I feel it is true. As a woman I feel I must share with you this new discovery that came as a gift under the Christmas tree, a book that I truly believe to be necessary and useful: “Why She Buys – The new strategy for reaching the world’s most powerful consumers” by Bridget Brennan. 

It’s an amazing book that should be a must read for everyone who works in marketing, sales or owns a business. It helps understand in a highly informative and etertaining way women’s beliefs, values and sensitivities, and since they account for 80 percent of consumer spending in the US (and the world) alone it’s a great way to get a wide insight of your main costumer’s: women.

I wanted to introduce you to it and share some quotes and ideas that might interest you – but I strongly recommend you to read it. It will help you understand in depth through many stories and examples how and why women are as they are and, subsequently, why they buy.

Here you have Bridget Brennan introducing her book:

This book is designed to teach you what business schools don’t – how to craft your products, pitches, and marketing campaigns to cater to female buyers. Women are females first and consumers second. The ability to understand their brain structures, priorities, worldviews, and demographic patterns can provide your company with one of the most genuine competitive advantages it may ever know. And the bonus of reaching female buyers is that when it’s done well, you’ll make your male customers happier too, and they won’t even realice they weren’t your original targets.

                        >> Women are female first and consumers second – Page 5

You’ll be very happy you picked this book up and will want to share your discovery with everyone else.