Customer Reviews:
Great gift idea!.......2007-01-12
I included this book with a popcorn bucket, flavor sprinkles and kernals as a gift. I think it looked fantastic. I liked that it has recipes, history, as well as fun illustrations to entertain the child it was for. Would be fun to read as it is also.
Sing a song of popcorn.......2004-07-31
If someone came up and told me that as a punishment for the many sins of my life I was going to be forced to write a non-fiction children's picture book, I'd probably run through the streets screaming with fear. Do you have any concept how hard this must be? Making non-fiction topics palatable to kids is nearly impossible, and it takes real skill to a) Come up with a topics that kids will enjoy and b) Write a book that kids will want to read more than once. Enter Elaine Landau's clever, "Popcorn!". Written with wit, interesting on almost every page, and illustrated with flair, the book is a fine fine addition to any library (public or personal) that needs some honest-to-goodness interesting non-fiction topics to fill the shelves.
First of all, you'd better make certain that the kids reading this book actually like popcorn before you hand it to them. This puppy is one thorough concoction. Effortlessly melding factoids with the history of popcorn, kids learn how this nummy snack became as beloved as it is today. Reading through the text you learn where popcorn is grown, the scientific properties that make it pop in the first place, which residents of Peru were the first to grow, pop, and eat it, and the role popcorn had with the early American Puritans. There are even tips for how to pop popcorn yourself, recipes for making popcorn balls, and a fabulous bibliography of popcorn related websites and books.
The text of this book is witty, bright, and constantly interesting. It's just the reader's good luck, though, that the illustrations are just as fascinating. Now, usually I don't approve of the typical furry-woodland-creature-that-teaches-the-kids-an-important-lesson. In this particular case, the reader follows a cheery raccoon as he leads the viewer through various popcorn-related gags and parcels of information. The raccoon is done so well though that it never appears as an annoying sight gag. In fact, illustrator Brian Lies is so talented that the entire book is a visual joy to flip through. The scientific chart of what happens to popcorn kernels when they're heated is interesting. The map of popcorn raising states is interesting. Heck, even the sight gags work. How many picture books can you honestly say that's the case with? Mighty few, methinks.
All in all, if you've a kid that's been assigned a scientific project but they're not interested in any potential projects, this might be the perfect solution. What kid wouldn't want to study something as tasty and fun as wonderful fluffy tasty popcorn? A great book about an interesting topic. Two thumbs way way up.
As informative as it is fun for young readers ages 6 to 10.......2003-07-27
Popcorn is one of America's favorite foods and collectively, we eat as much as 1,124,000 pounds of popcorn every year. Popcorn! by Elaine Landau examines the history, lore, science, and cultural significance of this popular treat which can be traced back to about 5,600 years ago accordingly to an archaeological excavation in New Mexico. Very nicely illustrated by Brian Lies, Popcorn! will prove to be as informative as it is fun for young readers ages 6 to 10.
Book Description
What popcorn is, how it's stored, and how it's cooked, plus legends and recipes.
Customer Reviews:
A FUN TEACHING TOOL FOR BOTH THE KIDS AND THE TEACHER. .......2007-09-14
Tomie dePaola seldom fails to delight and this offering is no exception. Kids get together to pop up some pop corn and the little story of their "adventure" is quite funny. along with the story though, we get a great mini-lesson in the history of popcorn along with some wonderful scientific facts, i.e. why does popcorn pop, how do you store popcorn, etc. It tells us how the early Native Americans cooked and used popcorn as well as those in Centeral America. There are dozens of lessons that can be created from this little book, great handouts and projects can be made with just a touch of creativity on the teachers part. I use this one in the class room, but it would be great for the home school folks also. The only slight qualm I had over the book was that it depicted young children cooking up a batch of popcorn on the stove (no microwave stuff here) and do feel that children, pans, stoves and hot oil are not such a good mix. I always warn the kids not to do thier popcorn cooking without letting an adult know that they are up to first. Overall though, this is a great book and I do highly recommend it. It certainly falls into the five star category (I must admit that I learned a few facts about popcorn I did not know, myself).
The Popcorn Book.......2005-05-04
I love this book It is funny and a hillarious source of information. I laughed through the entire book. The names were funny too Tiny and Tony. Tony must not no how to make popcorn
because he got popcorn everywhere. They might of ate it all. When Mom came from down stairs I bet she fell out laughing. If I was their mom I would make them eat all they could, then if they didn't eat it all I'd make them clean it up. You should spare tine and read this book yourself.
Children love this story..........2002-12-04
I am student teaching and used this book in the classroom for a lesson pertaining to the overall theme of Thanksgiving and the Indians. The children were on the edge of their seats through the entire story. I used an activity after the book where students had a piece of paper with a grid on it. In each box, there was a number (1-10) that students had to trace. Then, they glued the popcorn kernels in the grid with the corresponding number. There are so many ideas and activities that can accompany this story! I encourage all teachers to use it...no matter what age level! (I used this in 2nd grade).
The Popcorn Book.......2001-09-28
I really liked the book. The author was very creative with his illistrations. The reason I chose this book was because my favorite food is popcorn! Tomie de Paola must of had to do alot of research for this book. I would recommend The Popcorn Book to any lower-grade teacher.
Wow !.......1999-12-31
When I was a kid we regularly got this book on our weekly library trips because we loved it at bedtime so much! The historical notes were great, and I was particularly fond of the illustrations.
I'm so glad to find that it's still in print. I'm going to add it to my wish list right now!
Amazon.com
Even if there were no wonderful poetry in this book (which there is), it would stand on its own as a stunning tribute to children's illustration. Nine Caldecott medalists are represented here, including Maurice Sendak, Arnold Lobel, and Leo and Diane Dillon. This meaty selection of more than 100 poems includes many old favorites such as "The Gingerbread Man" by Rowena Bennett and poems by A.A. Milne and e.e. cummings, as well as limericks, humorous verse, and contributions from many cultures. Each section of poems--grouped by themes ranging from "Spooky Poems" to "Mostly Nonsense"--is illustrated by a different artist. You'll find biographical notes about the illustrators and indexes to the poems by title, first line, and author. Any collector of beautiful children's books--young or not so young--will sing a song of glee while leafing through this excellent collection. (Ages 4 to 9)
Customer Reviews:
Great poems and Lovely illustrations.......2006-03-13
This is a wonderful anthology of poetry, beautifully illustrated
by well known children's artists. I have 6 grandchildren, ranging from babies to a 9 year old. This book has material for
all ages, and it is well organized by subjects..."spooky poems",
"mostly nonsense", etc. The kids love it and so do I.
Great for book club.......2006-02-28
Our girl's book club is reading this book of poems. Once they finish they will each get to keep a copy of the book. Poems are classic and the pictures are amazing. It's the best poem book so far!
A great addition of any bookshelf.......2002-05-29
This marriage of poetry and illustrations is like no other. As an educator I enjoy the layout of the book. The poems are divided into categories such as poems about weather, spooky poems, and animal poems. The illustrations are by Caldecott Medal artists - the best of the best! I have purchased countless copies of Sing a Song of Popcorn as it is a perfect gift to give to families to celebrate the arrival of a new baby. It is a book that all members of the family can enjoy - the young ones will enjoy the rhyming patterns of some of the poems and the silliness of others. The adults will treasure the inclusion of such classic poems as Robert Frost's "Stopping by Woods on a Snowy Evening" and Jack Prelutsky's entertaining "The Spaghetti Nut".
Collection of fantastic poems.......1999-07-03
You don't have to be a certain age to enjoy this book, full of wonderful poems from various well known poets. There is a poem for every walk of life in this book. This book is sure to be on your shelf for many years to come!
An excellent resource for elementary teachers :).......1997-06-29
I thoroughly enjoyed this collection of poetry and the beautiful illustrations which accompany. As a kindergarten teacher, I found the anthology to be an invaluable resource for introducing young children (or any children) to the world of poetry. :
Book Description
Our fast-changing world is developing new words and new language at breathtaking speed. Now, Faith Popcorn, futurist extraordinaire, and Adam Hanft, writer and communications savant, have created the first-ever Dictionary of the Futurea unique, entertaining, and diverse assemblage of hundreds of new, emerging, and just-invented words and phrases. Unlike traditional dictionaries, which wait until language achieves familiarity, this book will be there first, enabling readers to identify the latest trends in all dimensions of our culture.
Download Description
In Dictionary of the Future, authors Faith Popcorn and Adam Hanft provide a fascinating "speak preview" of the words and terms that capture tomorrow's innovations and forces of change: DNA'd -being bounced from a relationship because your genes don't measure up. Karaoke Managers-those who get ahead by lip-synching the wisdom of others.Mannies-male nannies, who are growing in numbers. Admirenvy-the common condition of admiring something-or someone--and being envious at the same time. Pharmacogenomics-the process of creating customized prescription drugs. Our revved-up world isn't just changing faster than ever before, it's creating new words and new language at breakneck speed. Now, Faith Popcorn, the futurist and trend authority who is known as the Nostradamus of marketing, and Adam Hanft, author, business strategist and media critic, have created the first-ever Dictionary of the Future, a thought-provoking, entertaining, and richly informative collection of hundreds of new, emerging, and just-invented words and terms. While traditional dictionaries wait for language to achieve familiarity, Dictionary of the Future is there first, enabling readers to identify the latest trends across all dimensions of the culture. Turn its pages and you see the future taking shape, word by word, idea by idea. Organized by familiar categories such as the arts, corporate America, education, health and technology--and by provocative rubrics such as "New Behaviors" and "New Structures"-Dictionary of the Future includes newly minted language such as: Yogurt Cities--places with "active cultures" where baby boomers will retire Chimeraplasty--molecular messengers that will repair damaged genes Free-Range Children--new generation of kids raised without over-programming Dictionary of the Future is an extraordinary advance look at tomorrow. More than fascinating reading, more than a treat for anyone interested in what the future holds, word wise and otherwise.
Customer Reviews:
Could have been much, much better.......2006-03-07
I'm a dictionary junkie, especially those that delve into etymologies and usages. Who better to compile a speculative dictionary of terms on the edge of societal evolution than Popcorn -- whose name I've always loved. As a marketing guru, she has a pretty good record -- not perfect, but good -- of identifying up-and-coming trends; _The Popcorn Report_, now more than a decade old, is still a valuable look at a likely future. And there are any number of interesting trends identified in this volume -- like "wind farms" and "the death divide" and "starter castles" -- that have solidified just in the past few years. Though the actual pop phrases may have turned out differently, like "McMansions" instead of the third example above. Still, this book isn't as fascinating as it ought to be. It's rather dry and nerveless with very little of Popcorn's usual brio.
Faith Popcorn is a joke, but..........2005-04-07
The amazing thing about this book, and for that matter any book written by Faith Popcorn, is that she has somehow managed to successfully wring a career out of writing down any ridiculous thought that comes into her head and then compiling those ideas into a book and trying to fabricate legitimacy by asserting with pseudo-certainty that these things WILL happen. I believe her secret is that, along with all of her hare-brained ideas, she always throws in a few ideas that, while still somewhat in their infancy, have nevertheless already presented themselves and been written about. Thus she creates the illusion of correctly "predicting" trends. I have to give her credit though for being shrewd. As I said, she has managed to create her own little niche and built her "trend spotter, future predictor" house of cards on the fact that she has written books about them, so she MUST be an expert. I consider the woman a joke, but then again, she gets the last laugh all the way to the bank.
Very Short Shelf-Life.......2002-03-04
To keep it current this book would have made a better ongoing periodical. Popcorn must reside in a bubble, many of these terms and phrases were created out of whole cloth and just plain silly. I doubt the library will even carry this book as it will be outdated in short order.
This is a grin and accept it book........2002-02-16
I really did enjoy this and decided not to sell this book, it's a definite keeper. There is considerable more here than future jargon, substantial details are included of our immediate future workings based on superior foresight of current conditions. Yes, read this book, it will give you added delivery in your chat when the time comes.
If you are truly interested in future workings with this well balanced humor and realism read a phenom, Karl Mark Maddox's SB 1 or God.
MIXED BAG.......2002-01-21
I suspect some of these reviewers gave themselves five stars for finishing the book. I don't know how one reviews this collection of terms. All I can say is here is a mixed bag of terms, half of which should never have survived the cut. Way too many are already in current usage, (e.g., lucid dreaming, mother-of-all, rage, brownfields), way too many will never become generally used because they are nearly unpronounceable (e.g., participlaytion, bacterroria), others add nothing to existing terminology (e.g., boatominiums or floatominiums for house boats; relationshopping for relation shopping or relationship shopping--Is one very long word better than two short ones?) and there are far too many compounds, words strung together arbitrarily (e.g., socially irresponsible investing, self unfulfilling prophecies, driving Miss Daisy syndrome). Are they patronizing the reader?
I would like to have seen the www.web sites included in the index--there were at least fifty of them relied on and cited. In fact, if the truth were known, the internet was the principal source of half of the thousand terms listed. I would have liked to see the list cut in half, using only the most interesting terms (actual new terms, not those just abbreviated or strung together). Also the authors organized the words into 35 idiosyncratic chapters (e.g., Figures of Speech; Fear, Frustration & Desire; New Behaviors). I would have liked to see half that number of Chapters (e.g., ego surfing was placed in New Behaviors instead of in Internet or Computers. Three sections: Computers, Internet and Technology might have been combined into one).
As to the sections that tried to predict which new terms might catch on--really only a useless guessing game. These sections added very little to the book (e.g., fashion will become fash just as glamour has become glam is no doubt inevitable since both www.....com and www.....com are URL domain names now for sale on the internet). Dropping the last 3 letters to a word merely indicates how lazy some internet users are becoming. There is nothing new in knowing that.
Customer Reviews:
oh my goodness!.......2007-10-10
i've been looking for this book forever! i used to read it in the doctor's office when i was little (my brother and i were sick all the time) the only thing i remembered was that popcorn filled the house...thank goodness for yahoo :) I almost cried when I found it. Talk about memories. I'm getting it for my daughter who is a year old.
popcorn.......2007-08-23
my sister and i have been looking all over for this book, had no idea what the name was.. we remember it from we would go to the doctor years and years ago...i love this book and plan to pass it on to my nieces...
Childhood favorite.......2006-12-12
This was one of my very favorite books as a child. I used to make my mother read it to me over and over again until I knew it by heart. I'm very sad to hear that it is out of print. I would love to give a copy to my niece.
bring it back!.......2006-04-13
One of the greatest childrens books of all time. Many of my gereration grew up on this book (late 70's early 80's). I got this book for my own children and they cherish the adorable, funny story and artwork as much as I do...well almost as much! Unfortunatly it is out of print. I have many parent educator friends request and ask where they can get a copy...bring it back!!!!
A great memory.......2006-03-28
This book was at my dentist's office growing up. I read it every time I went there, up until I was a teenager. It is a great memory for me, and now that I'm getting ready to have a child of my own, this is definitely a book that is going into the library.
Amazon.com
Faith Popcorn isn't shy about telling you who she is or what she can share with you: "I am a futurist. A trend-spotter. A cultural detective." Nor does she beat around the bush in relaying the importance of her theory: "Understanding EVEolution and implementing it ... means the difference between building healthy brands and profitable relationships with women ... or building a flimsy, fluffy foundation with no future." Her vision is large and her passion is palpable, and what she offers in EVEolution is an effective way to know and tap into the increasingly important and lucrative female market.
After establishing men and women are biologically and "shop-ologically" different, Popcorn delivers her central message--that there's a huge difference between a customer who buys your brand and one who joins it. The former is good for the moment, while the latter is good for life. Popcorn believes attracting and engaging the lifelong customer requires rethinking traditional marketing methods using her eight "truths" of marketing to women. These include making your brand a contributing and worthwhile member of the community you create; acknowledging that women lead multiple lives simultaneously--marketing to only one at a time is limiting for you and annoying for them; and remembering to be subtle--women think laterally and notice things peripherally. These and the five other "EVEolutionary" truths are followed by dozens of companies, most of which have gotten the point and are reaping the rewards of an effective brand.
Popcorn definitely has her finger on the pulse (or the popper), though this kind of slick analysis of our too-fast-paced modern age can sometimes get a little tiresome--like an extended session of navel gazing. But someone has to do it, and Popcorn's ability to spot the trends and spout the zeitgeist gives her a healthy leg up on the nonsavvy marketers out there. If you're one of them--and don't have a clue about the complexities of women and how to market to them--read this book. Popcorn will get you into shape in no time. --S. Ketchum
Book Description
Faith Popcorn isn't shy about telling you who she is or what she can share with you: "I am a futurist. A trend-spotter. A cultural detective." Nor does she beat around the bush in relaying the importance of her theory: "Understanding EVEolution and implementing it ... means the difference between building healthy brands and profitable relationships with women ... or building a flimsy, fluffy foundation with no future." Her vision is large and her passion is palpable, and what she offers in EVEolution is an effective way to know and tap into the increasingly important and lucrative female market. After establishing men and women are biologically and "shop-ologically" different, Popcorn delivers her central message--that there's a huge difference between a customer who buys your brand and one who joins it. The former is good for the moment, while the latter is good for life. Popcorn believes attracting and engaging the lifelong customer requires rethinking traditional marketing methods using her eight "truths" of marketing to women. These include making your brand a contributing and worthwhile member of the community you create; acknowledging that women lead multiple lives simultaneously--marketing to only one at a time is limiting for you and annoying for them; and remembering to be subtle--women think laterally and notice things peripherally. These and the five other "EVEolutionary" truths are followed by dozens of companies, most of which have gotten the point and are reaping the rewards of an effective brand. Popcorn definitely has her finger on the pulse (or the popper), though this kind of slick analysis of our too-fast-paced modern age can sometimes get a little tiresome--like an extended session of navel gazing. But someone has to do it, and Popcorn's ability to spot the trends and spout the zeitgeist gives her a healthy leg up on the nonsavvy marketers out there. If you're one of them--and don't have a clue about the complexities of women and how to market to them--read this book. Popcorn will get you into shape in no time. --S. Ketchum
Customer Reviews:
Couldn't get through it.......2006-05-27
Let me start by saying that normally I'm a big Popcorn fan. I read any article that she's quoted in. I've read "The Popcorn Report" at least twice and loved it. The same for "Clicking." Great book. They're part of my permanent library.
So I was more than disappointed after the first few chapters of EVEolution. I hung in there as long as I could, but the male bashing that pervades the early part of the book overwhelmed whatever golden nuggets were in its way. I just couldn't tolerate reading any more.
Perhaps her comments about or against men are warranted in some people's view, but I didn't see how they fit in with the intent of the book. The comments seemed gratuitous and unnecessary.
So hopefully her next book will be better.
A kick in the butt. . . .......2006-02-22
I loved Faith's first book. I found Evolution to be right on. Being a business owner, this new book was just what I needed to spark a fire in me. I couldn't read it fast enough. I have already put it into practice.
What Do Women Want?.......2006-01-22
If your new consumer product is selling like crazy, you may not feel you need this book. If, however, you feel you are not getting the response you should get, this book may provide some answers to your problem. Its cute title and subtitle "The Eight Truths of Marketing to Women" may mislead some, particularly men, into thinking this is not a serious guide to marketing. But consider Faith Popcorn¹s credentials. She is recognized worldwide for her successful predictions of trends. She anticipated the amazing success of sport-utility vehicles, the sales boom in alternative medicines, and the failure of New Coke. Her consulting firm has many premier clients, among them IBM, BMW, and Nabisco. The fact that her lecture fee is between $30,000 and $40,000 is also a strong indication of that this lady has something worth hearing.
Popcorn bases her book on eight key principles and devotes and entire chapter to each one. In Chapter One, she discusses the basic fact that women connect to other women. 70% say they learn the most about new products from other women. Women are 50% of the on-line population. The slick super hype ad of forty years ago no longer sells women on a brand. She cites the convincing power of the Rosie O¹Donnell and Oprah TV shows and suggests you click into iVillage.com, disgruntledhousewife.com, and wellweb.com to get a feel as to how your brand may fit in.
In Chapter Two, she observes an important gender difference, men focus, women multi-task and lead multiple lives. Her firm coined a new word to describe marketing to women at work: Perfessional. This describes the "ultimate blurring of the personal and professional." If you have female employees, this section is a must read. She cites, as an example, the invention of the Baby Jogger which allows a woman to keep her baby with her while she gets some exercise.
Chapter three answers the timeless question, What do women want?" The authors cite example after example of how men and women are wired differently. The key point made here is "Anticipating what women want." They recite how Sony, specifically Akio Morita, practiced "anticipatory marketing" with resounding success.
Chapter Four states the old in-your-face image advertising is dead as far as women are concerned. Again, women are wired differently and their massive buying power demands you understand the differences. She cites what she terms "a woman¹s Peripheral Vision." She suggests some new and unusual approaches. She gives the example of Carly Fiorina, chief executive of Hewlett-Packard (83,000 workers, $42 billion sales), who is focusing on customers, not products.
Chapter Five examines the changes the large increase in women working has brought about and observes: "The idea that woman consumers need your product more than you need them is Neanderthal thinking." The new magic word is: Convenience. The time saving, convenience, and privacy of on line shopping appeals to women. Popcorn calls it the "Go to Her Truth."
In Chapter Six, Popcorn says over the years she has not seen one marketing and media plan dealing with the "Next Generation." Yet new generation customers often begin their selecting based on brands their parents favored. Martha Steward is given as an example of how to create instant heirlooms and instant traditions.
Chapter Seven introduces the concept of "Co-parenting as the best way to raise a brand." This means inviting suggestions and acting on them. Many companies cannot welcome help or share the credit. She cites why focus groups fail to elicit true opinions. Many examples on how true opinions can be solicited are given.
Chapter Eight deals with how to win the trust of women. The authors emphasize "Everything Matters." Successful companies today must have a conscience and their customers must be made aware that they do.
Chapter Nine is a case history study of how "Revlon has lost its mooring, lost emotional contact with its customers ..." She reviews the brilliant marketing at the start and suggests how Revlon could recapture their lead.
The seven page appendix lists a great many books, magazines, and web sites for further pursuing the subject. A glossary up front provides definitions to the many coined words created since the founding, in l974, of her marketing consulting firm "BrainReserve."
Will reading this book help you decide which color box your new widget should be packed in? Probably not. But if your widget falls among the 80% on the consumer products, in the United States, whose purchase is decided by a woman, reading this book will enable you to better understand the factors that determine her decision.
Powerful Truths Amid the Fluff and Arrogance.......2004-02-18
Faith Popcorn's EVEolution lays out some very important, practical principles (she calls them truths) for effectively marketing to women. How one would deliver on the truths of connecting women to each other, marketing to all of her lives, making sure she doesn't have to ask, marketing to her peripheral vision, etc. will be very different for a personal care brand versus money management brand. Nevertheless, if appropriately applied, these truths can make a brand more successful. I have seen results first hand.
The key to getting through this book is keeping the above in mind while wading through what in the end should be considered several minor flaws, even though they tend to dominate the pages of the book.
Notwithstanding several good case examples (e.g., Saturn), the book is filled with an array of very loosely thought out ideas that are so easy to poke holes into, they may leave the reader questioning whether or not following the truths really works.
Faith also, based on my marketing experience, correctly claims that "women don't bond with brands that market to them in an overly aggressive way. A full frontal attack isn't the way to turn a woman on." However, the entire book is presented via an "in your face" approach, which will likely turn off some women (and some men for that matter).
And finally, Faith attempts to make the case that women are superior to men... on all levels. I would agree that women are superior in many aspects, but they are neither superior nor inferior overall. This approach tends to diminish her credibility.
Nevertheless, Faith has keen insight into the way women think and operate. It's really true that "women don't buy brands, they join brands." Therefore, we must do all we can to join our brands in every way possible. Faith's 8 Essential Truths provide unique insight on how to achieve this. Creative, appropriate application of these principles to your band or business is up to you. It actually takes hard work, but as I said before, it will deliver results. For this reason alone, the book is well worth reading.
Eveolution's Truth's Still Hold True.......2002-11-07
When you want to confirm "What do women want?" Faith Popcorn's book still holds true today. Her visionary view confirms what I as a woman, business owner and consultant to women want...sensativity to my needs and marketing that reflects a genuine interest. This book is an easy read and provides great tips and websites that capture a women's broad interests.
Book Description
190 million female consumers $4.4 trillion in buying power one bookthe national bestseller now in paperback and newly revisedthat tells you how to reach them. She knows business. She knows women. And she definitely knows better than anyone on Madison Avenue how to bring them together. Faith Popcorn, Americas leading trend forecaster, shows that no one can succeed in business or successfully start one without understanding how to market to women.
Customer Reviews:
Eliminate Stalled Marketing Thinking -- Become Irresistible.......2004-09-18
7 Stars *******
I am a big Faith Popcorn fan. That led me to go into reading this book with high expectations. What a great deal it was to have those expectations well exceeded!
Tom Peters first raised the theme of this book in his book, The Circle of Innovation. The vast bulk of most consumer purchases are either made or strongly influenced by women. Stop marketing generally, and be sure you marketing is gender friendly in the broadest sense. But Tom, as a man, could only take that point so far.
Faith Popcorn has really explained it very well. She has identified 8 key principles:
(1) Women link (the marketer's job is to make that easier for women -- witness the success of women-only Web sites)
(2) Serve all of a woman's needs, not just the ones she has part of the day (if she needs convenient ordering, be sure to offer everything she wants to buy conveniently -- take-out foods for all meals)
(3) Women want their needs anticipated (if she has to tell you what she wants, it's all over -- lots of work, stress, home responsibilities and money mean that home spas are doing well)
(4) Use the indirect approach (women prefer to notice things on their own and apply them, rather than getting a direct, hard sell -- women notice institutional appliances in great restaurants and put them into their own kitchens)
(5) Go to her and make it easy (witness the success of at-home direct selling)
(6) Sell one generation of women, and you get the next as well (see how children now dress like adults at a very young age, because Mom and daughter want to look like each other)
(7) Take on a role as a trustworthy adult to help women, and they will link with your brand (GE Financial Assurance provides a mentor role for women entrepreneurs)
(8) All the details matter (organic foods are taking off because they are healthier, even though very expensive).
As interesting as these points are, Faith Popcorn also deserves praise for the superb way she explains her ideas. In the beginning of the book, she has one example of each concept. Then there is a chapter on each principle. The chapter has many examples, and finalizes with one thorough one drawn from her consulting experience. Then, to be sure you've got the point, she takes well-known brands in each chapter and points out what they are NOT doing that they should be.
The crowning glory is a chapter on all of the things that Ron Perelman and Revlon are doing wrong, and compares it with how the brand was run originally. Faith couldn't find much of anything she likes about the Revlon approach. As a matter of fact, the company has done poorly.
But, at a broader level, this book is also about marketing in the 21st century. Although the focus of the book is women, those who market to men will often benefit from following the same advice. Saturn, a role model she describes, is not just appealing to women. Men like to be treated like people, too, when they buy a car. As a loyal Saturn owner, I know the approach worked well with me.
I can hardly wait for her next book! Have a great time as marketers begin to apply these principles, providing a better consumer experience for customers and more business success for their companies.
One trend she did not explicitly address are the many consumer goods companies that are converting to having mostly women in product design and marketing. That should help, too.
Another Title to Add to Your Success Library.......2001-08-24
This is a book that gives some of us dim-witted males an idea as to how females think. Most of the book had me nodding my head and silently saying to myself, "Aha! So that's why my wife does this or that!" The only quibble that I had was on the chapter regarding Revlon. While reading it, I was thinking that perhaps Revlon knows exactly what they are doing. In other words, if Revlon is intent upon capturing the teen female audience, they would market that audience by showing youthful fashion models wearing the product rather than practical soccer moms or average middle-aged women. On the whole, however, I found this a very enjoyable read and look forward to other books by Ms. Popcorn.
Well, duh........2001-06-25
This book is - how can one put it politely? - garbage, yes, that's the word. The book has two big messages: that men and women shop differently, and that consumers can buy a particular brand of an item without buying the 'message' that goes with said brand. Well, duh. Hard to believe people get paid for this - and, in the case of Ms Popcorn (real name: Plotkin), paid very well. So don't buy it, it will only encourage her to write something else.
In fact, if you still have any faith in Popcorn, I advise that you cure yourself with a quick look at a book by William Sherden called 'The Fortune Sellers'. Pages 221-224 deal with Popcorn/Plotkin. While you're there, check out what he has to say in other 'futurologists' (read: charlatans) like Toffler and Naisbitt.
Amazon.com
Heralded as "the Nostradamus of marketing" by Fortune magazine, Faith Popcorn is the premier trend guru; her national bestseller The Popcorn Report identified the business and personal trends that took off in the early 90's, from "cocooning" to "cashing out." Nobody has been more accurate in demonstrating how to profit from tracking the trends, and in
Clicking, Popcorn describes how to CLICK into more recently identified trends to future-fit themselves professionally and personally.
Clicking is an invaluable road map to the newest lifestyle trends. It's about possibilities, taking chances, and taking charge of the future -- now.
Book Description
Faith Popcorn has been called "America's most highly regarded trends forecaster" (Newsday). She first identified the concepts of Cocooning, Female Think and Icon Toppling; predicted the fall of New Coke; and has helped create and market many of America's most successful new products. Her astonishingly accurate predictions are an invaluable asset to the American business world, and Clicking, which sold over 100,000 copies in hardcover, appeared on bestseller lists ranging from the New York Times and USA Today to the Chicago Tribune and Business Week.
Now Popcorn, coauthor Lys Marigold, and Popcorn's company, BrainReserve, share even more of their remarkable insights about how we will conduct our businesses and live our lives in the future. Clicking is about positioning one's business, and one's self, to be poised to take the fullest advantage of upcoming trends. Loaded with telling anecdotes and inspiring examples, packed with ideas, products and people who have successfully mastered trends, or "clicked," this up-to-the minute revised report (including a major trend not identified in the hardcover) reveals the shape of the future.
Customer Reviews:
Decent Concepts.......2003-06-20
Despite the fact this book has an awful cover, it is useful. Faith Popcorn presents a valid argument that we as a society need to observe the trends that are driving our culture. Some of the trends include, cocooning, clanning, icon-toppling among others. These trends make sense and are backed up by anecdotal evidence gathered by the author's company.
Faith is a futurist marketer, trying to predict what will happen next, and what consumers will want. There is some wiggle room, I believe, between the forces of what consumers want and what companies and culture demand that the consumer has to buy. Faith leans more towards trends should drive companies, rather than companies driving trends. Overall a useful book, but at this point some of the material is out of date, (note the 97 publishing date), but I am sure Faith is somewhere 'popping' some more ideas at her company, the 'brain reserve.' One pick with this book is the concept of 'female think' & 'mancipation.' While there is some validity to what Faith is saying, why does the chapter on 'female think' get two chapters and all other trends (17) get just one? Fair and Balanced? Faith, you are successful, quit trying to prove it to the boys club, who cares what they think of you, you are doing a great job. Just some observations. Grade of 'B'
Joseph Dworak
Useless drivel.......2003-02-02
Trends? I'd say Faith is more of a keen observer of what's happening NOW rather than what may soon be. The first 20 minutes of the 90 minutes I heard (the audiobook) was a combination of wordsmithing, technospeak and self-promotion. If you want a good book about REAL unfolding trends, pick up Robert Reich's "Future of Success." He's not selling a product.
This is a really good book........2001-05-31
This is a really good book. I learned a lot. I keep it on a shelf near my desk so people think I read it. I quote the parts I did read in meetings so people think I am cool.
Missed your Target!.......2000-05-01
The book is recommended for college students yet most of the text is intended for the baby boomer generation and not the new savvy student. Better luck next time.
Clicking : 17 Trends That Drive Your Business -- And Your.......2000-03-27
This is a very good book for anyone interested in long term trends and how to forsee some of the main trends for the future.
Customer Reviews:
Great for kids who love popcorn.......2005-08-12
My kids enjoy reading this book. It's a great story that I love to read to my kids. It is also great for my son, who has a speech delay, to read by himself. It gives him lots of practice with all the words that start with the letter p.
Customer Reviews:
Get Your Facts Straight about Coconut OIl.......2007-05-29
Nice book, but the comments about coconut oil being extremely bad for you and raising bad cholesterol levels is dead wrong and looks like something out of a 1985 cookbook. Other than that, nice fun book with some good recipes.
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Books Index
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Cooking
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Popcorn Thematic Unit
Popcorn (Green Light Readers. All Levels)
Popcorn Dragon
Corn Is Maize (Let's-Read-and-Find-Out Science 2)
Popped Culture: A Social History of Popcorn in America
