How much skill does it take to exploit the emotions of housewives?

The Harvard Leadership Institute study mentioned a few posts back has generated its first subjective disagreement: Is Oprah! a "business leader"? [via Simran and Canadian Headhunter.]

It seems Harvard's Leader Database has named Oprah Winfrey to their Pantheon, and Simran begs to differ, quoting a Fortune article where the Diva of self-development chirpily proclaims: "I can't read a balance sheet!" In Simran's book, this makes her a powerful, successful Brand (Oprah!^®) but not the vaunted "Business Leader™". Well, people of goodwill can disagree, and if you want to witness that angle of the debate, it's here.

But, in the course of making his point, Simran notes:

...I've stated before that I admire her for her accomplishments, and she can read her market well (although I'm not sure how much skill it takes to exploit the emotions of housewives), but it is her attitude towards business skills that dismisses her as a business leader.

...how much skill it takes to exploit the emotions of housewives...

Oooh, boy. I'll leave aside "exploit" because, well, you gotta walk before you can run: In that tight little paragraph I see so much of the "urge to converge", reductive, cortical thinking that troubles business in these times of extreme flux.

How much skill does it take? According to Nielsen and Pew, J.D. Power Surveys, and PTA polling, it obviously takes more skill than Networks and Advertisers, Retailers and Manufacturers, School Boards and Politicians can muster.

Women are fleeing broadcast TV, yet cable remains a predominantly male medium. Where are they? Complaints of shoddy products and inneffectual service seem to plague a durable goods value chain that comprises largely of women-influenced purchases. Standards of Learning Tests and time-pressured 10 year-olds are an increasing worry to mothers and predominantly female classroom educators.

And who's calling the shots? Why, it's us proudly non-emotional boys with our sliderules. The Masters of the Universe who delight in reminding everyone that "It's not personal, it's business."

That is, until the 10k's bleed red and people are mapping out egress. We boys--the smart ones, at least--then have our often temporary epiphanies: Hey, this feeling stuff matters.

I won't bore you with more details, because we all know the following to be true, and we fight it at our peril: nobody ever threw themselves on a hand-grenade for a balance sheet.

Now, how about doing so for a true and powerful feeling of connection, protection, edifying self-image, commitment?

You betcha. Every day.

Hard to quantify? Sure. Non-discursive? Certainly. But keep trying. And don't look down your nose at the magic emotion can perform. If that's still hard to get your head around, I'll offer a specific: If customer service matters one whit to your enterprise, you'd better be exploring and amplifying the concepts behind that "squishy" word we call compassion--and mean it. Because it, Compassion, and it alone, is what compels and impels real CSM. Period.

Do I feel strongly about this? Is it showing? Good. So did another guy. His name was Ogilvy, not Oprah. And HE unequivocally belongs in the Pantheon of Business Leaders.

He said:

"The consumer is not a moron. She is your wife."