THE ONLINE MARKETPLACE IS A GAME-CHANGER FOR WOMEN
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and Pinterest women are successfully using story telling to grow their businesses instead of conforming to the outdated ‘hard sell’ approach.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.”