Now We Know Why it Works!

We’re big fans of Tim Manners’ because it gives us our daily dose of marketing inspiration. But this piece really hit home. Tim writes about a new book by Dacher Keltner called “Born to be Good,” which reveals the power of touching and of sharing emotions. Manners quotes a review by Janet Maslin of The New York Times, “that laughing, blushing, touching, teasing, loving, empathizing and other not-very-scientific-seeming subjects can be methodically analyzed in terms of their importance to our survival.”  She continues that “A professor at the University of California at Berkeley, Dacher’s methods include elements of social science, neuroscience and clinical psychology.” Dacher explains, for example, “that touching … is a physiological way of encouraging cooperative behavior (and) that embarrassment is a way to deflect combat.”

At Just Ask a Woman, we all breathed a collective “ahh”. For the past ten years, we’ve been the kind of touchers and the empathizers that add up to a marketing research traditionalist’s worst nightmare. Not a session with women goes by without a LOL from Jen, a sympathetic nod from Tracy or a hug from me. While it might seem more Oprah than Einstein, we’ve intuitively found that women open up to those who open up to them. It’s only natural. I’ll tell you about losing my dog when I realize it happened to you, too. I’ll admit that I took a bite out of a coffee cart donut, (a freebie from my favorite purveyor Nazir) and then you’ll tell me you ate an extra roll at dinner. Leading the witness? I don’t think so. Feeling her pain, regarding her dreams, reaching for what she’s hidden from someone else? That’s the way women work. Glad to know that science is catching up!

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May 23, 2024
by Mary Lou Quinlan

A look at an early production of WORK


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