a division of Design Basics, is a powerful business approach and
education platform that teaches businesses how to become remarkable
by transforming their attitudes and practices based on the woman's
Taking a woman-centric approach means designing
everything from her perspective:
• The actual product or service
• Sales and marketing
• Her overall experience
• The physical environment
At its core is understanding your female
customers so innately that you can actually anticipate what they want even
before they ask for it.
In addition, woman-centric approaches are rooted
in a keen appreciation for how women differ from men in their purchase
decision process, as well as insights on why they buy.
How Woman-Centric Origins
It all began in mid-air on a flight
back to Omaha in January 2003 when the president of Design Basics,
one of the nation’s premier design firms, was reading an article in Forbes magazine about the impact
of female consumers. Reading that article was an "Ah ha!" moment.
If women are making the decisions on most of the
purchases, then many businesses could benefit from learning how
to market, sell and design their products and services around the
things that actually matter to women. Later that same year, Design
Basics launched Her Home Magazine, a publication targeted to women
home buyers, and began two years of extensive research on how women
make buying decisions.
In 2005, Design Basics launched a new division
called Woman-Centric Matters!sm and began licensing and training business on how to effectively target new female
customers and keep their current female customers coming back again
and again. A unique bundle of products and services were developed
to support the Woman-Centric Matters!sm brand, available exclusively to companies who choose to license the brand within