This first post will be about a new idea that I have been thinking about and a new term I think that I have coined (maybe someone has used it elsewhere but I didn't find it): B2She.
B2She is not just about businesses selling to women but it is also about the role that women will play, in my opinion, over the coming years, in shaping the face of business, marketing and especially technology.
While until now we expected our technology and most products to be masculine in nature: practical, predictable, functional, resistant, robust... I think we are headed towards a reality in which technology starts to be more feminine: intuitive, adaptive, multi-taskable, spontaneous.
A website in France dedicated to studying the question is womenology.fr. Worth taking a look even if the content is limited to French.
Much has been written about brands who get women and that trend should be playing out for some time. Now it is time for technology to become more feminine (e.g. Apple gets women, while Android, a personal favorite, and Blackberry are more masculine in nature). Less engineering focus and more people focus - we'll see who gets it...
