Business First - - NEWS -

New re­search shows that while women may strug­gle to keep up with their male coun­ter­parts when it comes to jobs and fi­nanc­ing, they come out ahead with crowd­fund­ing.

The Berke­ley-Haas School of Busi­ness re­search takes the po­si­tion that women are bet­ter at telling a story and be­cause of that they res­onate with po­ten­tial in­vestors in the crowd­fund­ing arena.

Be­havioural spe­cial­ist Sean Red­mond says he’s not sur­prised by the re­search, adding that in the on­line en­vi­ron­ment women are able to by­pass tra­di­tional power struc­tures.

“It’s a more even play­ing field with­out the gen­der bias,” says Mr Red­mond.

“Women can have a greater im­pact than ever be­fore – us­ing the traits they nat­u­rally ex­cel at – with­out hav­ing to lose site of who they are, or join in the old boys club,” he says.

“In tra­di­tional work­places there are un­writ­ten ground rules and cer­tain ex­plicit and im­plicit re­quire­ments to achieve suc­cess – it’s ex­pected you change who you are to en­sure you fit into the ex­ist­ing cul­ture, norms and lead­er­ship style.”

“When free to do so, women en­joy con­nect­ing emo­tion­ally, are bet­ter story tell­ers and are more will­ing to share.

“When they mas­ter the art of story telling, women can ef­fort­lessly step be­yond the com­mon sales ob­jec­tions and speak heart to heart with the per­son lis­ten­ing.

“Through plat­forms like Face­book, Twit­ter, Instagram and Pin­ter­est women are suc­cess­fully us­ing story telling to grow their busi­nesses in­stead of con­form­ing to the out­dated ‘hard sell’ ap­proach. It’s ac­tu­ally about de­vel­op­ing a love for your client and con­nect­ing with them hon­estly and au­then­ti­cally.

“They are bi­o­log­i­cally wired for so­cial net­work­ing and do this nat­u­rally.”

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