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What do working moms really want?

Categories: Career, The Juggle


Your site doesn’t show that you have a good sense of what women want — where is all the celebrity content and diet tips?

When I read that on Nataly’s great post about the upside of being a working mom, I cringed. Sure, some women want celebrity content and diet tips, but that doesn’t mean that every woman does. And how could anyone say that a woman entrepreneur crafting a site for working women doesn’t have a good sense of what working women want?

Women aren’t one-size-fits-all when it comes to fashion, and we’re not that way when it comes to our interests, either. So, what do working moms really want, in a website, at least? Here are my top five:

1.) An online community that’s engaging and supportive instead of snarky. I want to be able to connect with women who have been in my high heels, who understand where I’m coming from and know where I’m going (and can help me get there). I’m a working mother who is juggling a career and a family. I don’t need a new BFF, I need an ally.

2.) Articles that make me think, instead of ones that tell me what to think. I didn’t leave my brain behind when I brought those babies home from the hospital. I’m still interested in news, in politics, and in current events. Celebrity gossip is candy — it’s fun and all, but you can’t get by without substance.

3.) Nutrition and health tips instead of diet tips. I don’t need to lose weight. OK, I do. But I don’t want to do it by following the latest fad. Give me solid information, please.

4.) Parenting advice from people who have actually been working mothers. Please don’t tell me I need to sleep when the baby does — it’s just not an option when the baby naps at home while I’m in a meeting at work. Give me advice that’s actually worked for you, not just in theory.

5.) Tips for getting through my daily juggle. I don’t need to plan a seven-course menu to impress the Duchess during the country club’s annual Tea-and-Tee Cotillion-and-Golf Extravaganza. I need a recipe for a dinner my entire family will eat that I can make in 30 minutes or so when I get home from work. Likewise, a $500 cocktail frock is fun, but it’s probably not going to come out of my closet often (if it even gets into my closet at all, with that price tag); a $90 dress that I can wear with a blazer to the office and then sparkle up with jewelry on the weekend? That’s what I want, right there.

Working moms, let me know: What do you REALLY want?

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9 comments so far...

  • I’d like the site to have a more active forum and blog space for all the members (not just the featured columnists). The “articles” sections have gotten kind of hidden and people seem to feel they have to write more formally there — an article giving advice rather than a post about their day.

    SoftwareMom  |  July 24th, 2008 at 2:26 pm

  • Wow, that was quick. Just posting my comment I noticed the new “Member Blogs” button for the first time! ;) I’ll have to go check it out…

    SoftwareMom  |  July 24th, 2008 at 2:32 pm

  • I love the concept of this site. I feel it could be more user-friendly if there were a list of recent comments and such. Finding a discussion that you’re interested is pretty complicated, considering that blogging is a single working mom’s guilty pleasure and needs to be as efficient as possible.

    I would be SO disappointed if the focus ever turned to celebrities and diets. What does that have to do with me, my job, or my kids?

    I feel sometimes the tone here needs to get more positive. I was VERY disappointed in the recent “bitch” article referring to successful women. Also, we already know that we women do it all and it’s hard and it’s not fair and it’s not even possible, so what I’d like to see are articles about how we can accentuate the positive. There are articles like that here, but I’d love it if the whole tone of the site were more along that line.

    Looking forward to more of the good stuff here. I’m really pleased to find this site (thanks, Kristin) and hope we all make the most of the opportunity it creates.

    SKL  |  July 24th, 2008 at 2:44 pm

  • SoftwareMom: Glad you found the button! Hope you’ll have a few minutes to share a post with us!

    SKL: Thanks for your comments! I’m glad you found Work It, Mom! and hope to see you around the site!

    Lylah  |  July 24th, 2008 at 2:49 pm

  • Lylah — we’re on the same page of the program! :-)

    Just to see that comment in print about not having a sense of “what women really want” was unbelievable! I totally agree with your top five… inspiration on all counts. There are days when I feel like “I just can’t do it” (whatever IT may be at that moment)…. and the support and inspiration is incredibly helpful. Thank you WIM!

    BlapherMJ  |  July 25th, 2008 at 6:18 am

  • I am with you on this one. I too cringed when I read that line on Nataly’s post. But that’s men who haven’t been updated. So all those magazines and sites that cater to women and still mostly provide celebrity and diet tips are going down. Unless they learn what’s going on today with women.

    So when running a business it’s crucial to always do marketing research and learn what people want today. (Don’t investors do this? Or do they choose not to be updated?)

    I don’t want to read about celebrity. I don’t care. I want to be real. I want practical advice on everyday matters. And this site by allowing me to express myself so freely and easily makes it a place I visit on a daily basis.

    Vera Babayeva  |  July 25th, 2008 at 10:39 pm

  • Amen! I get sooooooo tired of web sites that assume all women want is celebrity gossip and diet tips. I confess to reading some of that stuff but I like more substance in what I read. I agree with the other comments that I come here looking for real topics dealing with everyday life. Keep up the good work.

    Janet  |  July 26th, 2008 at 4:36 pm

  • Like I said on Nataly’s post, dear God, please don’t give me celebrity content and diet tips. Ugh. That’s the LAST thing I want!

    Robyn  |  July 28th, 2008 at 1:26 pm

  • I love to read about real life. Real working moms and what works and what doesn’t. It’s always nice to know that I am not the only one out there. A little humour is always good too! What would life be without a little laugh every once in a while!

    Christy  |  July 29th, 2008 at 10:35 pm