Contents Foreword by Gary Hirshberg, President and CE-Yo of Stonyfield Farm Preface Introduction A Women-Centered (Marketing) Revolution Part I Understanding the She Spot 1 Why Women Matter 2 How Women Think 3 What Women Want Part II How to Hit the She Spot 4 Care 5 Connect 6 Cultivate 7 Control Part III Where to Hit the She Spot 8 Where to Reach Women 9 Segmenting the Women's Market Conclusion The Not-So-Secret Secret to Changing the World Resources Notes Acknowledgments Index About the Authors ix xv 1 9 11 21 29 43 45 63 77 95 107 109 121 141 151 157 169 173 175