The Power of Woman

Over the last year, several readers have recommended EVEolution, Understanding Women-Eight Essential Truths that Work in Your Business and Your Life, by Faith Popcorn and Lys Marigold. The most recent email came from Kathi who wrote "Talk about positive observation, this book strengthens faith in ourselves and our ability to change our world. Not only a must read for women entrepreneurs but for us all!"

With a recommendation like that I expected, EVEolution to be first-rate. And, I'm happy to say I wasn't disappointed. EVEolution is a must read for anyone marketing to women. And considering that today women make 80% of the purchasing decisions, that's just about everyone.

Women will find EVEolution filled with useful, thought provoking information and advice. For men it's one of those rare opportunities to peek into the female mind. While every woman is different - I'm the channel surfer in our house and it drives my husband crazy - most of Popcorn's observations are right on target.

EVEolution is built around Popcorn's Eight Essential Truths of marketing to women. Each truth is illustrated with real life stores from brands like Starbucks, SnackWell's and Disney. Starbucks, for example, is used to demonstrate truth number four: Market to Her Peripheral Vision, and She Will See You in a Whole New Light. In this chapter, Popcorn explains how Starbucks goes beyond selling coffee to selling the Starbucks' experience. And how this has translated into selling other products like coffee mugs, CDs and coffee for homebrew.

An informative and entertaining read, EVEolution is packed with innovative, often easy to implement ideas. But, don't wait till you're in a slump to pick up your copy. It's never too early to start thinking ahead.

(Recommend your favorite book or movie for a Spotlight by clicking here or sending an email to me at arichmond@career-intelligence.com)