cover image Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business

Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business

Lynda Resnick, , with Francis Wilkinson. . Doubleday, $24.95 (204pp) ISBN 978-0-385-52578-7

In a forest of dry marketing books, Resnick’s animated debut stands out as its own hidden gem, filled with juicy real-life tales of marketing strategies that rocketed Resnick and her husband to astounding success with companies like Fiji Water, Teleflora, the Franklin Mint and Pom Wonderful, the wildly successful pomegranate juice. The author charms with her winning wit and a self-deprecating tone as she distills the secrets of her extraordinary career into a series of philosophies illustrated through behind-the-scenes looks at various marketing campaigns. She describes how she resuscitated Teleflora, a struggling flower delivery service, by introducing the “flowers-in-a-gift” container; how she famously endured ridicule when she purchased Jackie Kennedy’s signature strand of fake pearls at auction for $211,000 for the Franklin Mint, only to painstakingly replicate them and then sell them in droves, grossing a whopping $26 million; and how she learned to “think inside the box,” delving into the intrinsic value of products like the pomegranate. A must-read for anyone who aspires to Resnick’s level of promotional genius, success or commitment to environmental sustainability. (Feb.)