I’m a husband to one woman, father of five more, and grandfather to three more (little) women. We also have a number of women in strategic positions at Thomas Nelson, with whom I work on a regular basis. Suffice it to say, I spend a lot of time in the company of women.

Here’s something I’ve learned from all that experience: women are different. Earth-shattering, I know. But when it comes to motivating the women in your organization, it’s important to be mindful of that difference. What works for a man doesn’t always work for a woman.

Women of Faith is a conference designed specifically for women. It is owned by Thomas Nelson. We do about 30 of these events a year in cities all across America.

When I tell people about these conferences for the first time, they usually envision small church meetings with maybe a couple of thousand women. The reality is that these conferences are held in large sports arenas in major metropolitan areas. The average attendance is 13,000-plus. They are as polished and professional as any large performance event you have ever attended.

It takes years to build a brand. Unfortunately, there aren’t many shortcuts. You build a brand—like a reputation—one impression at a time. Every encounter with a customer results in either a “deposit” or a “withdrawal” in your “brand account.”

In many of his books, Andy Andrews talks about the butterfly effect, a theory put forward in a doctoral thesis by Edward Lorenz, a mathematician and meteorologist.