EVEolution is a ground-breaking book by Faith Popcorn, the "Nostradamus of marketing" according to Fortune magazine.

It's truly an incredible book that underlies the immense power that women wield over marketing and consumer decisions. It's an eye opener not only for women to realise this power but also to men as they try to market to them.

This book is a wake-up call for any business looking to make and keep a firm grip on the female consumer market. Popcorn explains the importance like this: "A customer of the moment is the one who buys your brand; a customer for life is the one who joins it."

Now before you feel that this book is only meant for women who are in the business world, and has no relevance to the women from other sections, think again! This book is not just a marketing book, it is not just management jargon. It has relevance to all women in society because they belong to a group that knows no distinctions or boundaries. They are all female consumers and they are a powerful group because today, women make 80% of all marketing decisions. In this book, Popcorn shows us that you can't succeed in business or successfully start one without understanding how to market to women.

Faith popcorn, in this amazing book makes this prediction: if you don't understand today's female consumer, your marketing efforts will become history's next major catastrophe. She stresses on a woman's ability to rely on connections and relationships they build with each other. Her book is a marvellous exploration of the female psyche and it's relevance to the world of marketing.This book is easy to read, filled with gems of wisdom and delightful insights into why certain businesses failed or succeeded. Combining candour and a revolutionary concept, Faith Popcorn advises marketers that success means not just "selling" to female consumers, but establishing a lasting relationship with them. The power of the book lies in the question that she throws at people who are in the marketing arena - If women make 80 percent of today's purchasing decisions, why aren't marketing efforts more directed to their needs?

The "eight truths" from Popcorn's book attempt to provide the answer:

1. Connecting your female consumers to each other connects them to your brand
2. If you're marketing to one of her lives, you're missing all the others
3. If she has to ask, it's too late
4. Market to her peripheral vision and she will see you in a whole new light
5. Walk, run, go to her, secure her loyalty forever
6. This generation of women consumers will lead you to the next
7. Co-parenting is the best way to raise a brand
8. Everything matters - You can't hide behind your logo

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