{"id":110,"date":"2007-09-07T23:22:34","date_gmt":"2007-09-07T22:22:34","guid":{"rendered":"http:\/\/judykat.com\/ken\/2007\/09\/07\/why-is-oxygen-building-software\/"},"modified":"2011-09-30T08:03:11","modified_gmt":"2011-09-30T12:03:11","slug":"why-is-oxygen-building-software","status":"publish","type":"post","link":"https:\/\/judykat.com\/ken-judy\/why-is-oxygen-building-software\/","title":{"rendered":"Why Is Oxygen Building Software?"},"content":{"rendered":"

Sample Ript Page<\/span><\/p>\n

Early in our Ript™<\/span> project, we met with reps of a large, northwest software company.<\/p>\n

We had asked them, “what does you’re company think of women?”<\/p>\n

They showed up with a stack of e-mail and no answer. Realizing they hadn’t managed a coherent response, one of them said:<\/p>\n

“we build software for people and we believe women are people.” <\/p>\n

    \n
  1. (they) build for people<\/li>\n
  2. women are people <\/li>\n
  3. therefore (they) build for women<\/li>\n<\/ol>\n

    This is analogous to saying, “all cats have four legs, my dog has four legs. Therefore my dog is a cat.”<\/a><\/p>\n

    The statement is packed with generic assumptions. At it’s worst, such assumptions can cause harm<\/span>. At the least, they speak to an insensitivity to the needs and desires of women consumers.<\/p>\n

    Oxygen’s research<\/a> confirms women are men’s digital peers and dominant influencers of purchasing decisions.<\/p>\n

    Businesses in other industries have found their women customers provide original insights into their products. Responding to those insights has lead to better solutions for both women and men.<\/p>\n

    “… women consider a longer list of criteria when selecting consumer products and stores than men do. …If a brand takes the time to understand her list, they’re going to over-deliver to men and still reach women”<\/a> — Lisa Johnson, author of Don’t Think Pink<\/p><\/blockquote>\n

    So, a better answer would have been, “we build software for women and we believe that leads to better software for people.” Still a little glib but it would definitely result in better software for those women!<\/p>\n

    We aspire to create playful & purposeful<\/strong> tools that:<\/p>\n