The latest neuroscience of the masculine and what it means to be a man. The difference between the brains of men and women, neuropeptides and hormones like dopamine and testosterone, what brings men to life and opportunities for brands to empower men.

1. man up
www.wecreateworldwide.com

2. The basics
Focus on the crucial sweetspot at the intersection
between brand innovation, leadership, ethical
business models & change-management
Established in 2005 to support purpose-driven
organisations and leaders accelerate breakthroughs
in brands, products, services and business models
1 CEO + 30+ world-class associates to guarantee
expertise & fit
Operate as social enterprise, subsidising high-impact
projects esp. accelerating social entrepreneurs in
Africa & Asia

3. Selected case studies
!
Leadership & empowerment training for doctors,
nurses & management of various hospital groups in
UK
Top talent leadership assessment, personal
leadership plan, leadership development curriculum
Top 100 leadership programme
Systemic innovation process to co-create
sustainable enterprise strategy for UK built
environment industry
Peer-to-Peer Coaching Program for UK Ministry of
Business, Innovation & Skills

4. TEAM WORK CREATIVITY THRIVING
CHANGE-
MAKING MINDFULNESS
MAKING
CHANGE
BEING
GREENCREATIVITYLOVE

6. CONTEXT
is king!
changing constantly
brands thrive when they fit context &
co-create future context
empower people with a narrative that
locates their role in the future

7. MALE ‘LOGIC’Sex (male) vs. gender (masculine)
passion so conflict
emerging field
many un-replicated findings
shhh! I am a man

8. MARS VS. VENUS

9. 99.8%
shared
genes
46%
videos
games

11. Sources: Penn State Study, Suckling &
Baron-Cohen @ Cam

12. MALE BRAINSex hormones bathe the foetal brain
1 day old boys prefer mechanical mobile
vs human face images
Sources: Baron-Cohen @ Cam

13. SPACEParietal cortex & hippocampus
enhanced connection between perception and
coordinated action
prefer toys that can be propelled through space…
hunting?
dead reckoning vs. landmarks
women can be equals with practice
Sources: Siegel & Fishbane, Sci Am

14. AROUSALAmygdala larger and more connected - rapid
response, less control, less good with stress
rough-and-tumble play (heart pumping and
adrenaline flowing)
Respond more to gist vs detail
show stress as anger, irritability, recklessness
!Sources: Goldstein & Harvard

15. FFFArea in the hypothalamus for sexual drive 2.5 x
dopamine: craving vs consumption… huntING not
the eating
novelty & risk - coolidge effect
gay > hetero > lesbian
!
!
Sources: Siegel & Fishbane, Sci Am

16. MISSIONbrain better at learning and performing a single
task
turned on by systematic thinking
inspired to break through obstacles -
COMMITMENT HUGE
! Sources: Siegel & Fishbane, Baron-
Cohen

17. EMOTIONShighly emotional, less good at naming them
cognitively process emotion vs. empathy
multiple perspective taking BUT with A distancing
solve vs. listen
Sources: Siegel & Fishbane, Sci Am

18. wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD
Leadership
3H LEADERSHIP
Emotions, feelings
Thoughts, beliefs
Actions, behaviours

19. BEHAVIOURS, DRIVEN BY
beliefs, driven by
emotions
SYSTEM favors
predictability (surviving)
over creativity (thriving)
!
Sources: Antonio D’Amasio, Baba Shiv,
Andrew Newberg, Jonathan Haidt
IRRATIONAL

20. TESTOSTERONEachieving dominance / mission > aggression
Athletes, actors, TRADES, con artists >
clerks, intellectuals
prepare for competition and challenges to
status
Sources: Mogil & McGill, Godale PRSB, Eisenegger & Zurich

22. PARENTINGbrain re-wired by oxytocin (test. agonist)
TESTOSTERONE: no kids > dads > active dads >
co-sleeperS
BIG BALLS = less CLOSE DADS
low paternal BOND increases: BehavioUr
problems, delinquency, depression,
substance abuse
Sources: Mogil & McGill, Godale PRSB, Eisenegger & Zurich

23. LOVE IS…men with “warm” childhood relationships
with their mothers:
earned an average of $87,000/ year more
WAY LESS likely to develop dementia when old
INCREASED effectiveness
!
warm childhood relations with fathers:
lower anxiety, greater enjoyment of vacations
and increased “life satisfaction” at 75
Sources: The Grant Study

24. CRISIS?
over 90% of the prison population; the
majority of alcoholics, drug addicts and
homeless people; lower levels of university
attendance and life expectancy.
goals models, role models, boxer short
models
DADS: example, warning or both
pressure from media, children, colleagues,
lovers
often feel devalued, fragmented and
misunderstood, criticised & disempowEred
‘Hegemonic masculinity’ oppressive for men

25. MEN’S RIGHTS
men’s movement
Million Man March
Save Indian Family
The Radical Faeries
Promise Keepers
ManKind Project

27. SNAG
!
Neanderthal
!
metrosexual
LAD

28. MEN COME ALIVE…
with mission, adventure, exploration, curiosity
with the feminine: radiance, playfulness,
softness, approval (‘good job’)
with play & Children

29. MEN ARE…
strong, compassionate, change-making,
definitive, contemplative, chivalrous,
charming, charismatic, discerning,
honour, BRAVE, ADVENTUROUS, SEDuctive,
craft-Y (MAKER CULTURE, COOKING)
ALL of these AND MUCH MORE

30. EMPOWERING
MEN TO BE
THEIR BEST IN
DIFFERENT
CONTEXTS
ON THEIR
MISSION TO
BETTER
THEMSELVES
AND FOR THE
WORLD

31. PRE-ORDER ON
AMAZON
NICK JANKEL
HOW TO IGNITE YOUR CREATIVE
SPIRIT WITH THE NEW SCIENCE
OF BREAKTHROUGH
RECONNECT YOUR HEART.
REWIRE YOUR BRAIN.
REMIX YOUR WORLD.

32. Question us.
Challenge us.
Have breakthroughs with us.
wecreateworldwide. com
You never change things by fighting the
existing reality. To change something,
build a new model that makes the
existing model obsolete.’
!
R. Buckminster Fuller