The_Essential_Manager_s_Handbook

PLANNING YOUR APPROACH / 247

of the average business

executive’s week is

spent in meetings

and presentations

37 %

In focus

GENDER TRAITS

Gender refers to the social and

psychological expectations,

roles, and views of men and

women. Considerable evidence

now indicates that this may be

among the least useful pieces

of information to know about

your audience. Why? Because

study after study has shown

no statistically significant

difference in the responses of

professional men and women to

a wide range of stimuli. Clearly,

knowing that your audience might

be composed exclusively of one

sex or another might alter your

approach somewhat, but you

would be unwise to assume

that you should communicate

in one way for men and another

for women.

US_246-247_Planning_Your_Approach.indd 247 30/05/16 3:04 pm