What WOMEN Want

Paco Underhill, founder and CEO of Envirosell, Inc., has a new book  called

WHAT WOMEN WANT- THE GLOBAL MARKET TURNS FEMALE FRIENDLY.   In this book he takes us on a tour of the world’s marketplace for what makes a package, product, space, or service ‘female friendly’.   He also cautions all men to pay close attention and start making changes.

 I was particularly aware of his insights regarding women and spaces.  In his introduction he quickly puts it on the line . . . “If your store, restaurant, bank, hotel lobby, mall, or other public space or amenity doesn’t acknowledge the female factor, if it doesn’t invite women in and make them feel at home, at ease, safe, hygienic, respected, and in control, if it doesn’t take into account what women want and expect (which is a whole lot different from what men want and expect), well, then, it’s bad business.”

He names the top four qualities women want in the spaces they enter.

CLEANLINESS . . .   “Am I in a clean environment? is an intuition, a vibe that women pick up about every room they enter.”

CONTROL . . . Not only women, but most particularly women, want to have control of their spaces.  This allows them to create the space to suit their needs. Movable seating, temperature and noise controls are important to women.

SAFETY . . . This is a most important factor to women as they engage their environments. Hotel windows that don’t lock, bulbs that are burned out in the parking lot, lighting levels in the lobby all make women feel vulnerable and unsure of their personal safety.

CONSIDERATENESS . . . While politeness is certainly a character that is valued, Mr. Underhill is speaking about signage that addresses the questions women have regarding specific next steps.  This would include a sign that mentions assistance is available to load a heavy purchase into the car or that tipping is not accepted.   This signage calms the anxiety of what comes next and allows women to confidently navigate their spaces.

Let me summarize using my three key questions we ask of a space:  1) Am I safe?  2) Am I welcome?  3) Now that I am here, what is expected of me?  Now really, guys, isn’t all this important to you, too?   It’s very difficult for us to SEE our own spaces because they are so familiar to us - we already know that we are safe, welcome, and what is expected of us.  This is where I can be helpful to your business.

Take advantage of my FIRST IMPRESSIONS service. I come to your place of business, observe and then share a checklist of my findings that assist you in better understanding how your space is experienced by your clients. You will hear the positives and the challenges of your space as well as several suggestions for improvement.  And because I am a woman, you will be immediately updated with all the Paco Underhill criteria.  What a deal!! 

Read more about the impact of spaces on our behaviors and consulting services available at www.spatialimpact.com.