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Attempts by one gender to understand the other have made for comical plot lines in TV, movies and literature for centuries, from Shakespeare’s “The Taming of the Shrew” to the 2000 blockbuster “What Women Want,” starring Mel Gibson and Helen Hunt.

And while we may get a good laugh watching a man suddenly given the ability to hear women’s thoughts use it to his own professional (and personal) advantage like Gibson does in the movie, learning more about what your customers want is critical to the success of your business, no matter the gender of your target audience. 

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