People hold many biases when it comes to judging trust and credibility. Research shows that one of the most powerful is gender. Perceptions of the roles that men and women play in society have been instilled in us by thousands of years of cultural traditions and beliefs, and effective communicators need to take these perceptions into account.

Candy Tymson's book is Gender Games: Doing Business with the Opposite Sex, published by Tymson Communications, 1998.

Original music by Jim Cirillo at jimiumgroup.com.

Original art by CC Snetsinger.

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