Heroes of The Mobile Screen Conference- Dec 7th

I'll be speaking at Heroes of the Mobile Screen on Dec 7th at the BFI SouthBank which is taking an in-depth look at what's really going on in the world of mobile.

Its going to be a fantastic event with speakers and panelists from across the globe including Doug Richard, serial entrepreneur, from the TV series Dragon's Den.  Uniquely the event also has secondary school pupils, college students and other members of the same generation, to tell the industry what they want from their mobile, what they expect from their network operators and what’s most important to them in terms of their mobile life.

The event is run by the same team (which includes the inspiring and charming Helen Keegan) that brings you Mobile Monday London, Swedish Beers, Future of Mobile, Over The Air, Mobile 2.0 and Tech Media Invest.  

Tickets are available online now for £99 (ex VAT and booking fee).

You can register your interest in Heroes of the Mobile Screen by:
Checking out the website: http://mobileheroes.net/
Becoming a fan on Facebook
Following on Twitter: @hotms

I would love to see you there.

Technology & Fashion: A match made in heaven or hell?

Last week Dell hosted an event intended to unite the worlds of fashion and technology bloggers. Their goal was to discuss how technology could be re-positioned as fashion in order to sell it to women.

With Microsoft's research highlighting that technology is as important to women as fashion, should tech brands be positioning their wares as fashion accessories? Does it correlate that women love fashion and therefore if you position technology as fashion, women will want to buy it? Is a netbook the latest fashion accessory? Would women rather have the new Dell Adamo XPS rather than a pair of Jimmy Choos?

It's not an original idea to try to sell technology as if it were a fashion accessory. LG's Prada phone was the first time a major fashion brand put it's label on a phone. Despite it's modest capabilities it sold well, proving the allure and reach of the Prada brand.

Few woman have a strong attachment to technology brands – in such a vaccum a strong brand like Prada can help shift products, even if it does seem out of place on the shelves of the Carphone Warehouse. I suspect that the Prada label puts off as many women as it attracts, since there is something frivolous about being seen to flaunt a label, especially on a something as conspicuous as a phone.

There's a big problem with the technology as fashion proposition: Firstly, fashion is by nature short term. After a single season your old fashion is out of fashion. That's perfectly fine for a £20 top from Top-Shop, however it's not so fine when you are locked into a two year contract on a fashion-phone which is no longer a-la-mode. If the networks are going to sell a phone on a 2 year contract they need to continue to offer value over this period or risk alienating the customer.

Secondly, the reasons I buy technology are very different to why I buy clothes. Technology enhances my life, builds real and intimate connections with people. It gives me a voice. And amplifies my voice to those closest to me. Fashion is transitory. I get immediate gratification but its fleeting. Its fun but not meaningful. Brands risk trivializing themselves by positioniong themselves as fashion.

Lastly, every tech brand seems to take this approach to women. Samsung's Genio talks about it's exciting colours but does not mention what value it can add. Dell's “my colour is pink” tv-spot looks like a mid-90s' shoe advert. This is clearly not a way to generate sustainable difference. As one Lady Geek said, “What my phone and shoes do for me are very different. One connects me with the world and is about relationships. The other is solely just for me” To truly understand women, tech brands must research and understand how women engage with technology. Fashion is about 'me,' technology is about 'we.'

Tech Retailers Add No Value

When was the last time you saw an actual mobile phone on display in a mobile phone store?

If you've had the misfortune to wander into one of these places recently you will notice that the walls and shelves of these places are usually covered with "dummy" phones, empty shells in which the screen has been replaced by a sticker. Who could possibly think that a dead lump of plastic riveted to the wall gives an impression of the real thing?



Carphone Warehouse is an unpleasant shop: It's the only technology vendor I know that borrows it's design aesthetic from the Job-Centre. At the Liverpool St. branch I asked the bored-looking man behind the minuscule desk if I could try out HTC's newish "Hero". I found his reply quite astonishing: He explained that he couldn't let me try one because they did not have a demo unit and that I ought to look on the company's website which had an "interactive demo".



At the nearby Orange shop on Bishopsgate I asked to try out the new Motorola Dext. This time my assistant was able to locate a working handset but unfortunately he brought it to me without a SIM card - that meant that I could not try out the phone's killer feature: Social networking. So how was I supposed to experience this new product? He pointed me to a fuzzy screen near the entrance to the shop: Oh goody! Another interactive demo.

The previous examples are typical rather than exceptional: Conventional wisdom is that shops have one big advantage over online vendors: They allow you to experience the product. But if shops cannot get this very basic trick right then what value are they adding?  And why, according to Jupiter, over half of all women walking out of stores because they cant find what they want?

We asked the Lady Geek panel about the kinds of retail experiences which they wanted: Virtually everybody said it was important to, touch, smell, engage with a product before buying.

Women are "reassurance addicts." Women feel at a relative disadvantage when shopping for technology.   They are much less likely to have done research about the product before they buy compared to men.   And they are much more likely to rely on the sales experience than men. Nearly half of all women have no idea what brand they are buying when they walk into a tech store.

The retail experience is akin to a "vending machine"- cold, unemotional and transactional.  Not only that but as a woman, you feel like a bit of bait ready to be snapped up by a pushy sales guy.

Our research indicates a clear prescription for selling more phones to women:

    * Find a way to put a few real products on display - and into customer's hands.
    * End the hard-sell tactics and let good products sell themselves.
    * Stock a smaller range of more interesting products. Vendors should be brave experts and trust their opinion about what customers should want.
    * Employ women to help make women feel more comfortable and make the environment a place where women want to be.

With Best Buy entering the UK market, tech retailers have no choice but to add real value or die.

Connections

I have tended not to go to conferences or events in the last year unless I am speaking at them. I used to go with high expectations- hoping to be provoked, dislocated in some way. The reality is that all too often, I was hearing the same old stuff (albeit with a new flickr image) said by the same old people (mostly 40 something men), done in the same old way (one way broadcast). And if I am going to sacrifice putting my children to bed, I want to feel a connection. Last night was a real exception.

It was The Next Women Funding and Pitching event. The first part of the night was inspiring female entrepreneurs such as Sarah McVittie (founder of Texperts) and Karin Loeffen (founder of Libersy) who told their story from the heart. The mistakes they made. The challenges they faced. The lessons they learnt. The hard way. And the sacrifices and trade offs they had to endure.

It was real. It was from the heart as well as the head. No 'commandments'. No '5 principles'. No 'long lists.' Real stories. From real women.

And just when I started to feel guilty about the bedtime story I should have told my children, things hotted up where 'Pitch-Preneurs' who did a 3 min pitch for funding in front of angel investors. I watched in awe at some of the great ideas presented.

I felt empowered.

I felt part of something.

I felt a connection.

Innovation is thriving. Its an exciting time to be in business.

Honest advice for women

I was chatting to a smart single twenty-something about dating. She wants a boyfriend but is too shy to go onto a dating site and feels uncomfortable touting her wares and telling everyone how beautiful she is (interestingly even the most unattractive men do not seem to suffer from this fear). She told me that she'd been using a site called datemyfriend.net: The idea is that your friends write your profile. Instead of having to blow your own trumpet, your friends showcase your talents and acts as your honest-broker. This is a much more comfortable way of approaching the dating scene because your friends can take care of the most frightening bits leaving you to focus on the pleasure. This aligns to how many women I meet have a fear of technology: There is an embarrassment and guilt that surrounds not knowing the difference between a megabyte and megabit. Between not knowing if you are connecting via a network, Wi Fi or 3G. The tech companies have been confusing and bamboozling us for decades. There is an opportunity to take the fear out of technology for those women who are not technology-literate and dread buying technology. What if you could go to a neutral broker and give her your requirements online? She could come back with a series of recommendations as to what most suits you. What if you could have a planning meeting once a year with someone who would come to your home and assess your current network and requirements, and make you a "technology roadmap"? This person would be like a "personal shopper" for technology. An ITA, sort of like an IFA but for technology. Whilst technology companies are realising the advantages of post-sales support such as the Apple Genius-bar and Carphone Warehouse's Geek Squad, no-one is taking the fear out of the pre-sales process, certainly nobody who can offer independent strategic advice. With women spending more on technology than ever before, it might be a good place to start.

I am not quite good enough

Like many women of my generation, I thought of myself as not quite good enough for the various powerful positions in politics. Baroness Shirley Williams talks openly on radio 4 about how she and many women always think about themselves as the Deputy...the deputy eduction minister but not the education minister, the deputy prime minister but not the prime minister...

Why do so many women although qualified, never put themselves for the top jobs? Why, when asked do women say they make a good no 2 but not a good no 1? Why do they often say they are not visionary or entrepreneurial but are more happy just doing the job? If you go back to show and tell in American schools, more often than not the boys are the first to put their hand up to' show.' As girls, we are often taught not to put ourselves forward but stand back and watch from the sidelines. I have some wonderful, smart confident female friends. None of them think they would make great leaders or could run their own business.

I am convinced that this has nothing to do with their ability. It is more about the way society and their families set expectations about what girls should do. Rather than what they could do. The reason for this perceived lack of ability, according to Baroness Williams, is that women perceive men as 'giant size' and themselves as ordinary human size. She concludes by observing that it took all her political life to realise that while those men had projected a giant size image, they were not themselves giants either. Whatever the reason, the fact remains that while women are not represented in the higher echelons of corporate life (62% of FTSE 100 companies still have NO women on their boards), men continue to dictate what products and services are available to women, particularly in areas such as technology and science which are still dominated by men.

We must ensure women have a voice, if not a seat, in the boardroom. We must raise the agenda collectively and make sure women are seen not as a 'niche' audience but as the future drivers of growth and profitability.

New Book on Gender in Technology Work Published

A new book looking at gender in technology professions has just been published by Palgrave. Performing Gender at Work develops a new understanding gender: that gender is not something one is but rather something one does. This means that we perform gender and are performed by gender. Drawing on detailed academic research in the IT industry, the book outlines three implications of performing gender for the workplace. First, many skills that are needed for at work today have a gender dimension. Skills like listening and nurturing are said to be perfect for building teams, creating networks and fostering innovation and they are also seen as feminine. However as this book shows it is not women who profit from showing feminine skills: it is men who are valued for performing what is seen as atypical gender behaviour. Second, telling your own career story is something that is increasingly important in the workplace. The book argues that there is a gender difference in how men and women perform their career stories. Women tend to tell their careers as if they were due to coincidence and luck, whereas men appear to be on a mission to success. Organisations tend to expect the latter in their hiring and promotion decisions. Third, the book explores the sentiment that gender problems are solved today. We live in a time of ‘gender fatigue’ where we know of the importance of gender equality, but people lack the energy to talk about and address gender inequality. Because of this gender fatigue, we do not have the right language to address gender inequality leading a situation where gender inequality exists but cannot be talked about. The book urges us to think about stereotypes and biases when we evaluate skills, to give validity to different career stories and to develop a language, which allows us to address gender inequality. The book illustrates vividly how gender is something that is performed in the workplace and which implications this has.

The Female Economy

This month's HBR echoes much of what Lady Geek has been highlighting for the past 18 months-perfect timing for my upcoming Symbian talk.  Firstly, that women represent the largest market opportunity in the world- in aggregate, the opportunity is bigger than China and India combined.

Secondly that despite this, most companies continue to market to men and fail to explore how they might meet women's needs. Or they target women as an afterthought through patronizing initiatives.  Dell's Della being a perfect example.  The NY Times said Dell needed to go to the 'school of marketing hard knocks.'

And namely, that those companies that can offer tailored products and services to women are in prime position to win, when the economy recovers.

Interviewing over 12,000 women about everything ranging from their jobs and education to their hopes and fears, BCG found that women are vastly underserved.  Women feel few companies have responded to their need for products and services specifically designed for them. Too many businesses behave if women had no say over purchasing decisions.  With the recovery in sight now, women will represent one of the largest opportunities and are an important force in spurring a recovery.  One of the findings echoes Wave 1 of the Lady Geek Brand Survey;

I hate being stereotyped because of my gender and age, and I don't appreciate being treated like an infant."

Interestingly, the research highlights that women are happiest in their early and later years and the lowest point is early and mid forties.  Women struggle to cope with both children and aging parents, so are most receptive to products that help them better control their lives and balance their priorities.

I could not agree more with their final point;

A focus on women as a target market-instead of a geographical target- will up a company's odds of success when the recovery begins.

The Masculinity of Marketing

I have sat in numerous meetings where clients and agency people alike have spent hours talking about what the rational unique selling point (USP) is of a product. Very rarely have any of the products I have sold had a truly unique feature or benefit. And in technology, any unique feature is quickly copied and therefore unsustainable as a long term strategy.

Whats much more unique is the emotional features of selling a technology product. How it feels to the user. The retail environment in which it is presented. The feeling it creates in others who see you with your gadget. And ultimately the meaningful human interaction and creativity it brings.

So why then do we insist on spending hours debating the rational USP of a product? Comparing every tiny feature of a product with like for like competitor comparisons? And talking about one specific rational feature as if it is going to solve every problem you have ever had in your life? I propose we are asking the wrong answers and therefore coming up with the wrong solutions.

Take my previous article about Nokia's N97. Imagine the engineers and the marketing team's conversation.

"The n97 has so many USPs. Its sure to be an i-phone killer."

"For a start it has a 5 megapixel camera. The i-Phone only has 2."

"Not to mention the FM transmitter..."

"And the fold out keyboard."

The list goes on. Nokia got so hung up on rational USP's; they forgot about how people use the phone and the feelings it creates in the heart not the head. A great product is more then the sum of its features. The tragedy of most products is that despite the brilliance of their specification, these features are not how women engage with technology.

One woman told me last week;

I love my i-Phone. It somehow manages to capture the human expression of technology; whether its flicking the screen like i would with paper or browsing through my photos. It just feels more human that other tech gadgets"

Pretty Little Head talk about how most marketing focuses on the Achievement Impulse- a male strategy which delivers competitive claims framed through a product advantage (largely based on Baron-Cohen's work).

Most advertising claims talk about how technology helps men succeed. In advertising we use 'male' language- military language of targets, strategies, campaigns, deployment and so on.

With the missed financial opportunity being at 0.6billion according to Jupiter, as a consequence of failing to connect with women, technology brands need to build marketing programmes around a female mindset and agenda. Forgetting about USP's is a good place to start.

My World is Pink

Its official. Ladies, get your pink handbags out. The new ad from PC World and Dell is officially the most patronising ever. It starts with the line

"My world is fashion. I just have to colour co-ordinate everything. Even my laptop. That's why I love the new Dell laptop."

Pass me the barf bag. Please. It just gets worse. Should I get pink to match my shoes.... Must I go on? I am sure you get the picture. This is an example of 2 companies who have money to waste. 2 companies who have no idea of how to talk to women and most importantly, no idea of the role that technology plays in a women's life. I thought that Dell would have learnt from their latest Della 'for women' website which seems to have such bad press that they have renamed it. This is disappointing as the Dell Inspiron and 10 are fantastic pieces of kit. I also thought PC world had made some progress with their latest work. But alas, it seems a group of middle aged balding in marketing (sorry but it has to be) decided that "women are the answer."

Here's the logic.

Women like shoes.

Women like pink.

So to make women like technology, we need to pink it up and dumb it down and make it match her shoes.

Do me a favour. None of the professional women I know (which is where the biggest financial opportunity is) would be seen dead with a pink laptop. For most women over the age of 12, pink is definitely not their world. And even more offensive is not the colour, but the positioning. The women I speak to love technology.

The creativity and human interaction it adds to their life. Not because it matches their shoes. On the positive side, it confirms how much technology brands need specialists like Lady Geek to put an end to patronising ads like this.

Baby Geek

If Microsoft can do it then I can go one better: My three year old son is reviewing the latest touch-screen laptop sent to me by HP: The HP Touchsmart TX2. I had reservations about a touch smart screen as why would you need a touch screen on a laptop when you have a keyboard, but my son really loved it. So did his favourite toy Serena...

The N97, the ultimate Symbian smartphone or Nokia's big joke?

I have to admit that I was in a state of giddy anticipation when I got home to find that the courier had delivered a shiny new Nokia N97: It came in a under-stated black box which resembled a treat from a Regent Street boutique. It was a pleasure to unbox, as I appreciated the way it feels comfortable in my hands.

The N97 is a radical new design, somewhere between a classic touch-screen like the iPhone and a keyboard-phone like the Blackberry. The whole device slides open with a very satisfying swing that just exudes quality engineering revealing an easy to use QUERTY thumb-pad and a joystick for people who do not enjoy using touch-screens. Other bloggers have complained about the angle of the slide: The screen is at approximately thirty degrees to the key-pad, and it's impossible to push it flat. I never found that to be a problem because the shape of the phone when opened out makes it very easy to hold securely while typing and walking.

I agree with Susy Weaser when she says that the test of a good gadget is that you should not need to read the manual. It does not take me long to download the Facebook and Twitter application.

However, it takes me ages to find out how to change the basics: date and time, profiles, personalisation. I found the structure of the configuration application very confusing: It took half an hour to connect to one of the many WiFi access points in the house and even more time to download the Google Apps.

Nokia are pushing their "Ovi Store" as the one-stop shop for all applications, however I found that I couldn't find the applications I wanted. The search did not seem to work at all.

In all I think I must have spent about twelve hours customising and tweaking the phone's apps and settings before I had something which seemed vaguely right.

Speaking of customisations - the phone seemed to want to do it's own thing: For example even though I set up my own Google Mail application and then the "Mail for Exchange" client (which can be used to connect to Google's calendar and tasks) it still insisted on forcing me to set up Nokia's own mail software each time I powered on the phone. Even after I relented and signed up for "Ovi Mail" it still wanted me to set up the mail service every time I switched the phone on, which happened rather a lot given the phone's tendency to crash in the middle of whatever I happened to be doing.

And on the subject of reliability: The Symbian platform is known for it's dependable full-featured phones. I've been using Nokia's S60 phones for more than three years. Unfortunately somebody in Nokia's testing department must have been on holiday when they were preparing this for release: Even after upgrading all the software to the latest version this phone crashed two or three times per day. It usually happened at the least appropriate time, such as when I was talking on the phone.

The most annoying bug was a quirk on the key-lock: If left un-used for a minute the device automatically locks it's keyboard to prevent accidental dialling. You are supposed to be able to unlock it by simply flicking the keylock switch on the side, however from time to time it would decide to ignore this. Other than removing the battery to hard-reset the phone I could find no way to get back in control of the device. Given that this happened two or three times a week I'm astonished that Nokia's quality-control people did not spot this problem.

Finally, my biggest gripe is the screen itself: It looks just like any other mobile phone touch-screen however unless you push it quite hard nothing happens. I found it required quite a bit of pressure to make it work, and then given the force you have to use it becomes very imprecise so I often found myself pressing the wrong button by mistake. The N97's touch-screen is really quite clumsy. It's got no multi-touch and Nokia cheekily bundle a little stylus with the phone - suggesting that Nokia are well aware that this touch-screen is not intended for touching.

The iPhone has already set the standard for a touch-screen.  Everybody knows how well the iPhone works - you can touch it with one or two fingers. You can manipulate images on screen with easy to learn gestures. You do not need a stylus or any special accessory to use it. Like most modern touch-screens the iPhone, HTC Magic, Palm Pre and pretty much everybody else uses a "capacitive" screen which can sense the presence of your fingertips without the need to push. The N97 uses an older generation of screen known as "Resistive" - it's the same kind of screen that you find on a Nintendo DS. This cheaper sort of screen relies on actual pressure in order to register input.

Please do not mistake me for an Apple fan, it's just that I recognise that they got it right whereas Nokia got it wrong. And that's a real shame because the screen was supposed to be the biggest selling point of this new machine. I cannot think why Nokia decided to go 2nd best for the phone's main feature.

The N97 is packed with features, cool things like a built in FM transmitter, the best mobile-camera on the market, and an email application that easily rival's Blackberry's flagship. On paper this looks like the best phone ever made however silly design mistakes frequent annoying bugs makes me reluctant to recommend this product. Other than the screen (which a great many people will not find a problem), all of the phone's problems are to do with it's software so in theory Nokia could release an update which corrects all of the phone's faults. Rumor has it that they will be releasing a refreshed version of the N97 with an improved screen (but without the joypad) - I hope that Nokia can pull it off second time around.

Finally, it's been said that the N97 is one of the most eccentric products that Nokia have ever made: The week before I had to give it back they sent me an even more bizarre product to review. It's supposed to be an "anti-theft" device for the N97. You clip your state of the art Nokia into what looks like an early 1980's phone and then run an application which is intended to make the N97's screen look exactly like an old-fashion phone keypad.

The end result is that your N97 is made to look like something that Cybill Shepherd in Moonlighting might have used.  My kids love it.  It shows that even if they did not get the N97 completely right, Nokia has a sense of humour.

I am a PC and 4 and a half

I am loving the evolution of the I am a PC campaign. Its warm, personal and positions Microsoft as a champion of humanity rather than a cold, distant high functional technology brand which mainly appeals to men. Women use technology as a means to creativity and to provide meaningful human interaction in their life. http://www.youtube.com/v/DtilWL4mnhI

One of the ads features a 4 and a half year old Kylie (too cute for words) who uses Windows Live Photo Gallery to send a picture of her fish to her parents.

The strategy is simple: technology so simple that a 4 and a half year old could do it. Another features a small boy has a large construction ranged all around the kitchen, and demonstrates taking lots of pictures of different parts of it, transferring those from the camera to a laptop, and then stitching them all together to make one. Its a thankful departure from Microsoft's unsuccessful retort to the Apple ads which was the wrong strategy for a myriad of reasons I have discussed before. This is about what Microsoft stands for and gives them a narrative that goes beyond their product.

Its not about the piece of kit. Its about how you use technology to enhance your home. Its not about the spec. Its about what that spec enables you to do. Its not about the photo. But the memory and signal you are sending to those who you send it to. It starts to take Microsoft from being part of 'my office life' to being at the 'centre of my home. '

Not a bad place to start.

The Death of Dixons

Women want brands that offer certainty and trust. Tesco have levels of trust reaching 70%, higher than any financial institution. Previously I talked about how women are reassurance addicts when it comes to technology- they will rely heavily on the sales staff or "phone a friend" before they buy technology.

Tesco entering the IT support market is a  smart move.Positioning it as a female friendly service is an every smarter strategy. My research highlighted women often feel dumb walking into Dixons or PC World. It's hard to ask a spotty teenager what "RAM" means. As one women said to me when I asked her first impression of Dixons: "There was a strong scent of man"

But give women a female friendly environment where they feel they can ask silly questions and they will buy. Not only will they buy but they will buy along with their eggs, meat and the rest of the shopping. Hence tech shopping stops being a painful diversion and becomes a less-scary add-on to the shopping list. The no commission business model will also stand Tesco in good stead as so many women talk without feeling under pressure to buy.

My advice to Tesco would be to extend this service to compete with the Geek Squad and offer women help installing and servicing their consumer electronics in their home.

1) Demystifying technology.

2) Going to women's environments rather than asking them to come to yours.

3) Using women to recruit other women.

4) No commission based business model.

With a strategy like this, who ever needs to smell the scent of man in Dixons again?

Women Know Your Place: The Boardroom

I feel like a Russian doll. I get smaller and smaller as the testosterone in the boardroom gets bigger and bigger. I tell myself I am a confident woman yet the environment I am in makes me feel I must change my persona and adapt to my 'male' surroundings. I must cut across people when they speak. I must hammer my point home with authority. I must emit an odour of superiority. I must show the world I am King.

So many women behave like men in the Boardroom. They feel they must emulate men to be successful. Many of the senior women I work with are not women I would aspire to be like. More like men in drag. This lack of appeal is one of the reasons why only 6% of women make up company board members.  Cranfield's survey finds  Alliance Trust, AMEC and Marks and Spencer as the companies with the most women on their boards. 

I want to propose a new style of Boardroom where women can openly use the traits they have: femininity, intimacy and authenticity. To create an agenda that is open, transparent and supportive. The Boardroom should not be a place for corporate politics but a place for productive intimate business.

Gestalt talks about how boards of directors tend to operate in ways that seek to minimise ineffectiveness. Trevor J Bentley, in relation to Gestalt, says

“Relationships on boards are often tenuous, superficial and dishonest. They are quite often transitory subsytems of people who support each other out of personal interest. The best that most boards achieve often through share option schemes, is to align the self interest of individual directors with the interest of shareholders. This approach tends to create a short term price focus that is nearly always to the detriment of the long-term sustainable growth and well-being of the business.”

This pretty much sums up why we are in a financial crisis. A group of money hungry men had short term personal goals of becoming richer without thinking about the long term consequences of their actions.

I want a far more 'intimate' and 'authentic' environment: Bentley states that there are 2 parts to working in an intimate system.

The first is knowing what I am prepared to offer others is what they want.

The second is knowing that what I want is what others are prepared to offer me.

My experience is that most people in meetings are never clear or open about what they want. It takes a series of long pointless and frankly ineffective meetings before you start to find out the other party actually wants. You have to “play the game” (countless times I have been asked to “play the game”-each time I am told this, I feel myself revert back to my Russian doll).

Once you are finally clear about what the other parties want, the quality of contact increases and people relate to each other with a degree of authenticity. Its a bit like when you have the frank conversation with your new boyfriend about what you want from the relationship. Once the hazy fog of second guessing has been lifted and everything is so much simpler and more enjoyable.

Today in the boardroom, I watch women emulate men, leaving the men to dictate the rules of the boardroom. Women must be prepared to use their feminine skills in a productive way and men must be prepared to build cultures that thrive on diversity and tolerance not conformity.

A feminised boardroom is not one where you would pink up the environment and dumb down the agenda. A feminised boardroom is a supportive place where both women and men feel safe in revealing what their intentions are upfront and then get on with the job at hand. How refreshing.