Driven by Distraction

By Finn, Lisa | Marketing to Women: Addressing Women and Women's Sensibilities, June 2005 | Go to article overview

Driven by Distraction


Finn, Lisa, Marketing to Women: Addressing Women and Women's Sensibilities


Often as I review an issue of MARKETING TO WOMEN, I am struck by a repeating theme. There are a number of common threads running though any examination of the women's market, but they change in nature and intensity over time. Lately I hear a growing crescendo--Distraction.

Women's distraction comes from many sources, some internal, some external. Their inherent tendency to look at the big picture and all the details means they not only hold a dauntingly large number of things in their heads at once, but also seem able to pay attention to all of them simultaneously. The soundtrack in women's heads is a symphony, not a melody. (Sometimes it's a cacophony.)

The external factors are, of course, their myriad and seemingly endless responsibilities. A typical day involves layers of tasks--tasks to do this minute, tasks to think about while doing that thing this minute, tasks to do by noon, tasks to organize while doing the tasks by noon, weekly tasks to start working on while doing the tasks by noon . …

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