Black Isle Group Blog

This one is a tear-jerker. But it proves how important it is to aim your message at the emotions and not the features. Something Steve Jobs did so well.

One of the reasons I raise this point is because I have been asked to help a woman who is surrounded by men who are louder and more dominant than her. Many women do have a naturally softer style than men and sometimes I see them pretending to be loud and dominating too in order to compete. It doesn't really work.