multi- missing we didn't need an Asian ding-ding-ding what if your boss and your colleagues discriminated against you and didn't even know they were doing it for example let's watch a manager a woman manager speak up in a way that's forceful and assertive I'm not on board with the direction this decision is going we're chasing a market that doesn't exist it's as if we're completely ignoring the data I wouldn't say nor in the data we need to make significant changes to the existing plan or do additional testing until we find we showed videos like this to more than 11,000 subjects many observers judge this forceful woman is incompetent and a poor leader but when a man did the same I'm not on board with the direction this position is going we're chasing a market that doesn't exist it's as if we're completely this man wasn't judged as harshly as the woman it's true past studies have shown that both men and women judge women more harshly for expressing the same degree of passion this is the hardest kind of sexism to address because it's not over its covert few of us are aware that we hold this double standard what can we do about it what can a woman do when she's suffering from an unfair judgment even the judges don't know they're making here's some BS you can use we wondered if simply adding a few words prior to the forceful statement would reduce the bias yes something like this I see this is a matter of honesty and integrity so it's important for me to be clear about where I stand I'm not on board what the direction this decision is going our hypothesis was that a brief statement explaining why you're about to pound the table would change people's judgment of you pounding the table the results were dramatic when the woman explained her intent before going to content it dramatically improved the way respondents perceived her yes but listen to this it doesn't just work for women it works for dudes too our experiment showed that adding a frame upfront that explains your actions dramatically decreases negative I see this as a matter of honesty and integrity so it's important for me to be clear about where I stand so the unfortunate truth is that women are judged more harshly than men when they're forceful the other truth is that regardless of gender everyone is judged harshly when they speak in a forceful tone the big idea is that we can all benefit from explaining our intent before diving into our content so next time you've got something tough to say don't hold your tongue and don't sugarcoat your feelings instead explain your intent so your audience will understand why you're being so forceful I'm David Maxfield and i'm joseph granny and that's all the BS for today subscribe to our Channel and sharpen your behavioral science skills with our latest videos and updates click here to subscribe where we always promise to share some BS you can use [Music]