marts 13

BØ: Brug kønnet strategisk

78  kommentarer

Gå til Gap og køb et par bukser er overskriften på en tegning, jeg bruger i et af mine foredrag. Den blå streg viser mandens adfærd: I indkøbscentret går han direkte hen til GAP butikken, hvor han køber et par bukser til 33 dollars, hvilket tager ham seks minutter. Den røde streg viser, hvordan kvinden når ind i alle butikkerne i storcentret – pånær Gap! – og teksten fortæller, at hun bruger 3 timer, 26 minutter og 876 dollars på det.

Nej, pointen er ikke, at han er smart og hun er dum.

Pointen er, at køn er en kvalifikation i sig selv. Som bør udnyttes på de bedst mulige måder, fremfor at blive udstødt som en paria af det gode selskab. Køn er med til at bestemme vores biologi, vores neurologi og vores kultur, og derfor også med til at bestemme hvilke idealer, værdier og normer vi opererer efter, og hvordan vi manifesterer disse tre i den adfærd vi har.

Hvorfor det også direkte påvirker, hvilket forbrug og relationer vi har – og ikke mindst hvordan vi vælger at leve vores liv og bidrage til fællesskabet. Vores medfødte køn er altså en kvalifikation, som kan opgraderes, forfines, men aldrig neutraliseres fuldstændig (!), med uddannelser, karriere, erfaringer, personlige interesser mm, og som samtidig – uanset hvor politisk ukorrekt det end må være at skrive det – også vil være det (eller i hvert fald et af de) vigtigste filtre vi oplever livet igennem.

GAP-eksemplet viser, at vi handler på forskellige måde, fordi vi vil have noget forskelligt ud af vores adfærd. Og halleluja for det! For mens kvinder gennem shopping manifesterer og styrker deres sociale relationer, er mænds primære ønske at løse et problem. Sammen sørger begge køn altså for at skabe den bedst mulige overlevelse for deres familie/organisation. Og selvom køn jo ikke er en firkant, kan man med held postulere, at for mange mænd (men ikke alle!) er indkøb en mission, der skal løses lettest og hurtigst muligt, mens det for kvinder (de fleste, men ikke alle!) handler om at være den sociale lim i familien eller de fællesskaber de er medlem af, hvorfor shopping først og fremmest er en social aktivitet.

Derfor opererer mænd gerne efter HIHU- princippet (Hurtigt Ind Hurtigt Ud), og dermed er en P-plads foran butikken en top-parameter for succes hos mandlige kunder (og gerne også en smuk og kompetent kvindelig ekspedient!), og kvinder scanner alle butikker for ting og sager, som vil gøre manden, børnene, veninderne, forældrene, eller alle de andre glade.

Fordi køn er en kvalifikation, skal vi blive bedre til at fjerne tabuerne omkring det og i stedet benytte os af de særtræk, som de to køn har. Om særtrækkene er kultur- eller biologisk bestemte er i virkeligheden underordnet, for det, der er vigtigt, er at skabe en fælles kultur, der spænder bredest og bedst muligt i forhold til ens eget mål. Køn er en kvalifikation, fordi vores selvopfattelse aldrig – aldrig! – er uafhængig af vores køn.

Og selvom de to køn naturligvis deler almenmenneskelige træk, bliver måden de leves ud på, være præget af den måde, som køn opfattes på. En mand der giver et barn en is, kan opfattes ganske anderledes end en kvinde, der giver et barn en is. På trods af, at det er præcis samme handling.

Køn er altså altid medbestemmende for, hvordan vi opfatter alle livets situationer. Hvilken adfærd vi lægger for dagen. Og hvordan omverden opfatter vores handlinger. Og selvom det ikke altid er den vigtigste feature at tage med i en strategi, skal du skal som minimum forbi overvejelser om det skal anvendes aktivt, hvis du skal have mest muligt ud af din indsats.

Fx også i den måde du sætter en organisation eller en forretningsplan sammen på. Brug køn som en strategisk ressource, der handler om alt andet end flot PR og symbolværdi, og skab ægte mangfoldighed og varig overlevelse. Og så er det i øvrigt SÅ meget sjovere med en god blanding af han- og hunkøn; både i hverdagen og i eksekveringen af en (næsten) hvilken som helst strategi!


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