Prezentare Enrico Banchi - Enthusiasm and Passion

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Enrico
Banchi

Good Evening
Buonasera
Buenas
Scuola di Palo Alto Srl

How come
A MAN
“takes the chance”
of talking about
The feminine brain?

... Because of:

my studies on Emotional Intelligence
my studies as an Engineer
new discoveries in Neuroscience
my practice as International Negotiator
my experience as Consultant and Coach
my personal life


10. Women’s
Market =
Opportunity
No. 1.

?????????
Home Furnishings … 94%
Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)
Houses … 91%
D.I.Y. (major “home projects”) … 80%
Consumer Electronics … 51% (66% home computers)
Cars … 68% (90%)
All consumer purchases … 83%
Bank Account … 89%
Household investment decisions … 67%
Small business loans/biz starts … 70%
Health Care … 80%

1. Men and women are different.
2. Very different.
3. VERY, VERY DIFFERENT.
4. Women & Men have a-b-s-o-l-u-t-e-l-y
nothing in common.
5. Women buy lotsa stuff.
6. WOMEN BUY A-L-L THE STUFF.
7. Women’s Market = Opportunity No. 1.
8. Men are (STILL) in charge.
9. MEN ARE … TOTALLY, HOPELESSLY
CLUELESS ABOUT WOMEN.

Not Just America …

“Boys Falling Seven
Years Behind Girls
at GCSE Level”
—headline, Weekly Telegraph, UK, 10.25.06

“Forget about China,
India and Internet: The
economical growth is
led by women.” —Headline,

Economist, April 15, 2006, Leader, page 14

?????????
Furnishing home… 94%
Holidays… 92%
Buying house … 91%

Consumer Electronics… 51% (66% home computers)
Cars … 68% (90%)
All purchase of “consumers”… 83%
Bank Accounts … 89%
Decisions about investments in the house
… 67%

“The MostImportant
variable in every sale is
the gender of the buyer,
and most of all, the
communication style of the
salesman with this “gender”
—Jeffery Tobias Halter, Selling to Men, Selling to Women

“Men seem like loose cannons. Men
always move faster through a store’s
aisles. Men spend less time looking.
They usually don’t like asking where
things are. You’ll see a man move
impatiently through a store to the
section he wants, pick something up,
and then, almost abruptly he’s ready to
buy. For a man, ignoring the price tag
is almost a sign of virility.” —Paco
Underhill, Why We Buy* (*Buy this book!)

“She knows more about the
[Volvo] than the salesman who greets
her at the door. But how is she
treated? As if she has a low IQ , is
slightly hard of hearing , and really has
no right to be buying a luxury car; and
if she brought a male friend with her,
odds are 10:1 that the clueless
salesperson spent most of his time
speaking to him .” —Selling to Men, Selling to Women,
Jeffery Tobias Halter

“Women don’t buy
They
brands.

join them.”
EVEolution

The
Selling to men:
TRANSACTION Model
The
Selling to Women:
RELATIONAL Model

Source: Selling to Men, Selling to Women, Jeffery Tobias Halter

Editorial/Men: Tables,
rankings.*

Editorial/Women:
Narratives that cohere.*
*Editor-in-Chief, Redwood Publications (UK)

Women's View of Male Salespeople

Technically knowledgeable;
assertive; get to the point;
pushy; condescending;
insensitive to women’s needs.
Source: Judith Tingley, How to Sell to the Opposite Sex
(Martha Barletta, Marketing to Women)

FemaleThink/, Faith Popcorn & Liz Marigold

“Men and women don’t think the same
way, don’t communicate the same way,
don’t buy for the same reasons.”

“He simply wants the transaction to
take place. She’s interested in creating
a relationship. Every place women go,
they make connections.”

Purchasing Patterns

Women: Harder to convince; more
loyal once convinced.

Men: Snap decision; fickle.
Source: Martha Barletta, Marketing to Women

How Many Gigs You Got, Man?

“Hard to believe …
Different criteria”
“Every research study
we’ve done indicates that
women really care about
the relationship with
their vendor.”
Robin Sternbergh, IBM

EVEolution*: Truth No. 1

Connecting Your Female
Consumers to Each Other
Connects Them to Your
Brand

Popcorn & Marigold

“The ‘Connection Proclivity’ in
women starts early. When asked,
‘How was school today?’ a girl
usually tells her mother every
detail of what happened, while a
boy might grunt, ‘Fine.’ ”
EVEolution

Carol Gilligan/ In a Different Voice

Men: Get away from authority, family
Women: Connect

Men: Self-oriented
Women: Other-oriented

Men: Rights
Women: Responsibilities

Age 3
“People powered”:

days, baby
girls 2X eye
contact.
Source: Martha Barletta, Marketing to Women

Week #8:
testosterone
time!*
time!
*Louann Brizendine, Neuropsychiatrist, The Female Brain. Week
#8/Testosterone surge kills: communication cells; grows: sex &
aggression cells. Also/E.g.: 10X to 20X, F eye contact/look for
emotional signals by 3 months. Later: F, more sentences that
begin with “Let’s …”; more likely to take turns

Please, read …

Fara Warner:
The Power of the
Purse

To begin, let’s
talk about
neuroscience

Neuroscience address all the topic linked
to brain’s development as perception,
sensations, learning, memory,
movement, sleeping, efforts, ageing and
neurological and psychiatric disorders. It
investigate molecules, cells and genes
responsible of the correct functioning of
nervous system.


Men and Women are essentially
different!
It is not a matter of better or worst:
they’re simply different.
Scientist, Anthropologist and
Sociologist are aware of this fact
from long period, but they prefer not
to spread this information in a word
so “politically correct”...

... But where does this information lead
us?

... On a social level, in a field extremely
instable...

... Only if we understand the gender
differences, we could really rely upon
collective strenghts, winning individual
weeknesses...

... Some things are obvious
In general:

Women blame men of:
beeing insensitive and careless;
not listening;
not speaking;
not beeing affectionate or
compassionate;
not getting involved in relation
searching for sex not for love…
and so many other things…

... Some things are obvious
In general:

Men blame women of:
beeing bad drivers
not beeing able to read maps
having no sense of direction,
speaking too much without getting to the
point
not taking the initiative in the sexual
sphere…
an so many other things

... Before going into those
differences, let’s talk about...


Emotions


And
hormones…

Stress
Inability or
impossibility to
manage changing
situations

Stress
3 typical elements of stress:

1. The environment and/or the context
where we live
2. Our body
3. Our thoughts and perceptions

Brain and Stress
Stressing
Thalamus Cortex
Stimulus

Hypothalamus
Posterior

Anterior Activate the adrenal medulla using the
sympathetic nervous system

CRF (Corticotropin-releasing Factor)

Pituitary Gland secretes ACTH (Adrenocorticotropic hormone)

Adrenal Gland produce CORTISOL

Brain of Emotions
Thalamus
Hypothalamus

Hippocampus

Amygdala
Pituitary Gland
Limbic System

The Brain of Emotions

The Lymbic System
Joseph Le Doux
Director of The Center for The
Neuroscience of Fear and Anxiety
N.Y.U.

The Brain of Emotions

The Lymbic System

THE LOW WAY
The center of the Infection
THE MAN, CALLED BY DOCTORS “PATIENT X”, AFTER 2
ICTUS HAD LOST THE CONNECTIONS BETWEEN EYES AND
THE REMAINING PART OF THE SYSTEM DEDICATED TO
EYESIGHT IN THE CEREBRAL CORTEX.

PATIENT X DIDN’ T “SEE” EMOTIONS ON FACES, RATHER
HE “FELT” THEM: A CONDITION CALLED AFFECTIVE
BLINDSIGHT

56

THE LOW WAY
The center of Infection
THE INFECTION CAN AFFECT DIFFERENT PEOPLE AT
THE SAME TIME, SOMETIMES IN EVIDENT MANNER (AS
WHEN EYES OF ALL THE AUDIENCE BECOME DAMP IN
FRONT OF A DRAMMATIC FILM) AND OTHERS IN A
MORE HIDE ONE (AS WHEN THE ATMOSPHERE IN A
MEETING BECOME OVERHEATED)

57

THE LOW WAY
The center of Infection
THIS PROCESS TRANSLATE THE ACTION OF THE SO
CALLED “LOW WAY”. THE “LOW WAY” REFERS TO
CIRCUITS THAT WORK BEYOND CONSCIOUSNESS, IN
AN AUTOMATIC MANNER AND WITHOUT ANY EFFORTS
FROM US, AT AN EXTREMELY HIGH SPEED

58

THE LOW WAY
The Center of Infection
MOST PART OF OUR ACTION APPEARS TO BE CONTROLLED BY
ENORMOUS NEURAL NETWORK THAT WORK THROUGH THE
LOW EAY, ESPECIALLY WHEN WE’RE TALKING ABOUT
EMOTIONAL LIFE.

WHEN WE GET CAPTURED BY AN ATTRACTIVE FACE, OR WE
FEEL THE SARCASM OF AN OBSERVATION, WE ARE IN DEBT
WITH THE LOW WAY

59

THE TWO WAYS (LOW AND HIGH) HAVE TWO VERY DIFFERENT
“SPEED LIMIT” FOR REGISTERING INFORMATIONS

THE LOW WAY PREFERS SPEED AT THE EXPENS OF
ACCURACY;

THE HIGH WAY, ALTHOUGH SLOWER, CAN HELP US HAVE A
MORE COMPLETE PICTURE OF THE SITUATION.

60

Emotional
Thermomether
AHP Amygdala Hijack Point

Attention level

External or Internal Stimulos

61

Brain and Emotions

x
The Lymbic System

... Come back now to the differences
between feminine and maschuline
brain...

Until ’80s
It was believed that a child born
with a mind like a blank sheet, on
which adults could write choices
and preferences


Until ’80s
The byological data we now
have present a very different
picture of the reason why we
think in a certain way...


Until ’80s
... And demonstrate that the
HORMONES AND THE CEREBRAL
CONFORMATION are widely
responsible of our attitude,
preferences and behaviours!!!


The cerebral conformation in
the mother’s womb and the
effects of hormones
determine the way in which
we think and behave.


6° week of gestation
La programmazione del feto.


... Our brain is female!!!!!!!


E’ tutto nella mente!
Why we are what we are?

e
le cul
o
sm
ro n e’
e
s tos t
Te

We are what we are due to hormones: we are a product of
our chemistry!

... Chromosome XY? Then you need some Testosterone..

4 2

1 3

... And our brains connects...as a male !!

Stereotype


Equality and/or Identity
Equality of Men and Women
is a matter of ethics and
politics...

... Their core differences are
instead a MATTER OF
SCIENCE !


Everything is in Mind!
How brain is analyzed?

The first scientific tests about the
differences between genders were
conducted in 1882 by Francis Galton, at
London Museum...
The first data on specific localization of
cerebral function were collected studying
patients with cerebral damages.
Scientists discovered, for example, that
man with the left empisphere damaged
had lost completely or almost completely
their verbal skills, whereas women didn’t
present so heavy deficit...


Everything is in mind!
Women have better cerebral
connections

Left and right emispheres are connected by a bundle of
neural fiber, called CORPUS CALLOSUM, that facilitate
interhemispheric communication. The research of the
neurologist Roger Gorski of California University
demonstrates that women have a thicker corpus callosum
than men, that contains 30% more interhemispheric
connections. Gorski has also demonstrated that men and
women use different brain’s sections to cope with the same
activity.


Everything is in mind
Women have better cerebral
connections


How we get to this point….

From Prehistory to today!!


SPECIES TIME PERIOD

Ardipithicus ramidus 5 to 4 millions year ago

Australopithecus anamensis 4.2 to 3.9 millions year ago

Australopithecus afarensis 4 to 2.7 millions year ago

Australopithecus africanus 3 to 2 millions year ago

Australopithecus robustus 2.2 to 1.6 millions year ago

Homo habilis 2.2 to 1.6 millions year ago

Homo erectus 2.0 to 0.4 millions year ago

Homo sapiens archaic 400 to 200 thousands years ago

Homo sapiens neandertalensis 200 to 30 thousands years ago

Homo sapiens sapiens 200 thousands years ago to today


Different Specializations


We are still animals!
... If we accept that we are animals
whose instinct were sharpened
during millions of year of evolution, it
will be easier to understand our
basic instinct, and to be more
tolerant towards ourselves and
others.


Sensorial
Differences
!

Sensorial Differences
Women’s Radar
A women feels immediately if
another one is worried or bitter; a
man normally needs tangible sign
as tears or scene to notice that
something is wrong...


Sensorial Differences!
It is a matter of eyes
Eyes are an exstension of the brain,
outside the head....


The retina contains 130 millions of
rods (photoreceptor cells), that
provide black and white vision and 7
milions of cones that support
daytime vision and the perception of
colour ...

...those cells are originated by
chromosome X. Women have 2
Chromosome X, and that’s why they
have greater variety of cones than men:
Unlike women, indeed, men cannot
distinguish with precision colours...


Sensorial Difference!

Women have a cerebral software that
allow for nearly 180° of lateral and
above and under the nose vision...


Women have a peripheral vision;
Man, instead, a tunnel vision.


Why women’s eyes see more....
As the brain perceive all the colours of
sky, it select only what it is really
important to know: the blue. This narrow
the vision to gather much more details
about the environment…


The case of missing objects


Men and and looks...

Why women have a sixth sense...


Why men cannot lye to women.

The increased sensitivity allow women
to gather and analyze data and the
ability of their brain to transfer those
informations to one emisphere to
another make them more proficient in
integrating and decoding signals,
particularly visual and verbal ones

... But men “hear” the direction...

Women hear better than men

Sensorial differences
Why men don’t listen!!


Man don’t capture details!


The magic of touch

With a surface of 2 m2, the skin is the
broadest organ of human body, in which
there are millions of receptor: 2.800.000
for pain, 200.000 for cold and 500.000
for touch and pressure.


The magic of touch

... From birth, women have a skin that is
10 TIMES MORE SENSITIVE for touch
and pression than men.

Oxytocin is the hormone that stimulate the need of beeing
touched and the receptor of touch. It’s not a surprise that
women, who have receptor 10 times more powerful than
men, attribute so much importance to tenderness with
partner, children and friends.


Le differenze sensoriali!
Taste

Taste and sense of smell are more
developed than in men...

Men can distinguish in a easier way salt and bitter… from
here their passion for beer. Women instead exceed them
with sweet taste: this is why women love choccolate and a
lot of taster are women..


Le differenze sensoriali!
Il Gusto

Qualcosa nell’aria...

Not only the sense of smell is more developed for women
than the men, but it becomes more sensitive during
ovulation. The feminine nose can capture pheromones and
typical maschuline smell, that are not perceivable
consciously


Prezentare Enrico Banchi - Enthusiasm and Passion

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