In this week’s Daily Dose video, I share a short video inspired by the lessons of my most recent book, Would You Do That To Your Mother.
The following is a lightly edited transcript of the video below.
There are a few industries that have a hard time acknowledging women, even when they ask the question. If a man and woman are present in retail, the woman may ask the question, but the man gets answered. Many of these industries have something to do with cars, planes, and boats.
But I’m here to tell you, women ask great questions, and often are the ones paying the bills and making the majority of buying decisions. Don’t answer us, at your peril.
Check Your Bias at the Door
This is simply about respect. In any retail setting, someone who walks in your door can’t be sized-up by their sex, or what they wear, or whom they walk in with. I don’t think you would do that to your mother, so please, don’t do it to anyone, no matter who they are, or where they walk in from.
And by the way, women account for 85% of all consumer purchases.
When you judge your customer, you lessen your humanity. So check your bias at the door. In retail, it is your humanness, your ability to connect and help that customer, that is the backbone of relationships and the backbone of business growth.
Here’s a comic that summarizes this “Would you do that to your mother?” moment:
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For more on this topic, read this blog post in which I reflect upon the incidents last year at Starbucks and the bias that caused them.
What do you do within your own organization to account for unconscious and implicit bias? Leave a comment below to join the conversation.