Several years ago when I was in research and brand development, a client was developing a new strategy, brand, products, visual equity and advertising.
The company they were working with had it all sewn up – moving seamlessly from one stage to another with no outside perspective, let alone any research.
When the client eventually challenged the company, they replied that they were confident in ‘The Wisdom in the Room’ and didn’t think any outside perspective would be needed.
Fortunately the client realised what was happening before it was too late – it was Group Think in action.
They had locked themselves in the same room week after week with the same people until all dissent and objectivity had disappeared.
That’s what happens when you have a homogeneous group that reinforces each other’s opinions.
But it makes for blinkered decision-making.
Putting more women on senior leadership teams stops that happening.
Some say it’s because women are more able to put themselves in the shoes of the consumer (maybe due to increased empathy, or because they are more likely to be a consumer of the category, or more aware of their own feelings).
But any diversity strengthens decision-making by reducing the ‘Group Think’ effect.
So whether it’s just because their perspective is different or because they have greater awareness of the customer, having women in senior leadership is a powerful asset.
