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Rubies in the Orchard: How to Uncover the…

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

by Lynda Resnick

Other authors: Francis Wilkinson

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This was a library shelf find, and it was a business book that read like a novel or memoir. I enjoyed it immensely. Because of the author's passion, and her explanation of their various businesses, I have switched to Fiji water and POM magic. Now I've read there are some questionable practices with Fiji water, but for now, I'll stick with it. ( )
  suefernandez | Sep 2, 2009 |
"Take a hike with me. Follow your dreams." (Page XX)

Lynda Resnick's Rubies in the Orchard is one part marketing strategy, one part personal story, and one part how-to formula. Resnick is a woman of direct experience in the rough-and-tumble world of advertising and marketing, and her chops shine through in this nonfiction book. She and her husband have successfully resurrected Fiji Water, Teleflora, and The Franklin Mint, but one of their best successes---POM--blossomed from a group of pomegranate orchards her husband bought years before.

Rubies in the orchard are the intrinsic value of products, and these are the values that must be communicated to customers, says Resnick. Following each marketing anecdote--from her days as a small business owner amidst scandal to her very profitable empire of companies--Resnick offers sage marketing advice that can be used not only in the boardroom and executive offices, but at home too. For example, she says, "You get a lot further in life by showing what you don't know and asking for help than you do pretending you know it all" (Page 24).

Throughout this delightful book, Resnick boxes out the main points she is trying to hit home with readers, and these little reminders keep her examples fresh in mind. Readers will be particularly astonished about how a set of fake pearls worth $34 at the time of purchase ended up being auctioned off for more than $200,000, and how those pearls became integral to Resnick's success at The Franklin Mint.

Marketing and advertising could be viewed as boring by some readers, but Resnick's wit shines through in this success story.

"He had a habit of making the financials look rosier than they actually were. . . . but the poor chap was so accustomed to manufacturing crooked numbers each quarter. . . If he had exhibited a drinking or substance abuse problem, we could have sent him to rehab, but where do you send a recidivist hooked on funny financials?" (Page 76)

While some aspects of Rubies in the Orchard may come off as preachy, particularly for conservatives not sold on the reality of global warming, she does make a viable points about why businesses should go green. Readers who are interested in an autobiography or learning more about the marketing world would be pleased with this fast read. ( )
  sagustocox | Jul 17, 2009 |
This book is part marketing manual and part story of a life in the business world. Lynda Resnick tells the stories of the companies she and her husband have helmed and the lessons she's learned from them. There are some very good points in this book, none that resonated more than 'think inside the box.' Your product is inside the box - focus on your product, know every aspect of it, know why people buy it, know all the things they don't know about it. She relates the story of Countrytime Lemonade - they sold their product as 'real, old-fashioned lemonade', complete with Wilford Brimley as the grandfatherly spokesperson, but it all fell apart when it was revealed that Countrytime contained no actual lemons. There's no way to regain that credibility.

It is an excellent example of the ways that knowing your product is more important than having a catchy jingle. It's also an excellent example of the ways that public relations (my college major) are really important to a business. There is a lot that a business does that reflects on their products, whether positively or nagatively, and it's important for companies to know that, especially in the age of the internet.
  LisaLynne | Jun 12, 2009 |
Although the cover describes this as a marketing book, it is really more of a business biography. This is not a rag to riches story, but more of a riches to bigger riches story. Ms. Resnick's second husband had sold a very successful janitorial business, that it seems left them quite well off. But Resnick, who had started a successful marketing business when just a teenager, was ...well, bored. Her husband, along the way, had bought a very large parcel of land in their home state of California, planted in almonds and those odd pomegranates. Using her unquestionable talents for finding those rubies, each product's intrinsic and unique value, they turned an ancient fruit into a popular product, touting it health benefits and packaging it is a unique and memorable way.

I am not sure you will find any unique marketing advice in this part of the book, but the first part of the book is interesting and often amusing nevertheless. Much of the advice given seems like good common sense. At least when Ms. Resnick gets out of her own way. To put it nicely, she has a healthy dose of self esteem, a very healthy measure. She is very successful, she has a lot of famous friends, whose names she drops, she is a very important person. She is the smartest, the hardest working, the most insightful person in the room, as she tells us, again and again, and everyone else she mentions suffers in comparison. But I was willing to let her have that, mostly because she tells some good stories, that is until the last 1/3 or so of the book. Then she started to loose me

The reason she lost me is that, toward the end of the book, she gives up any pretense of a book on marketing and launches into a polemic on a few subjects near and dear to her heart. First is the anti-PETA rant. Hey, I am no PETA fan, but is she really surprised that they attack her for the animal testing Pom Wonderful does to study the health benefits of their juice? Yes, she feel she is justified..and not surprising they do not. Boycott..How dare they!
Then there is her very strong talk for the need to be environmentally conscious. Ok...I have some questions about the scientific basis of Global Warning Climate Change, but her attempt to sell this and justify shipping bottled water from Fiji is just silly and dishonest. I am happy she is doing various environmental projects in Fiji, then claiming she is therefore carbon neutral in her production, but IMHO, bottled water has to be the biggest consumer scam of the century. Folks, the vast majority of Americans have access to safe, free, tasteless water...at the tap! The plastic bottles, the production, the shipping, all the fuel used to sell us WATER can not be defended, but Ms. Resnick certainly tries...and fails. And touting value in products, while selling 'collectible' plates and fake Jackie Kennedy pearls through the Franklin Mint and the need for honestly of our leaders while talking about her dear friend and “creative genius” Michael Milken...the same Mr. Milken who went to jail for fraud and racketeering..I am sorry, but she had totally lost my ear by then and I wish she had just stuck to entertaining stories about her business life. ( )
  caitemaire | May 20, 2009 |
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Lynda Resnickprimary authorall editionsconfirmed
Wilkinson, Francissecondary authorall editionsconfirmed
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Amazon.com Product Description (ISBN 0385525788, Hardcover)


POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda Resnick's marketing triumphs read like an encyclopedia of branding. She is the smartest and hardest-working marketing brain in the business - the kind of marketer who can sell "ice sculptures to Eskimos." But her brilliant ideas aren't simply the result of random inspiration; they're the products of a systematic approach to marketing that any company -- large or small -- can adapt to achieve success. In RUBIES IN THE ORCHARD, she divulges her secrets for creating some of the world's most memorable and iconic brands, and the bull's-eye strategies to sell them.

Resnick believes that every company can find "rubies" in its orchard, elements of intrinsic value that consumers will desire. Here, she shows how every successful marketing campaign begins with uncovering these hidden gems, and communicating their value honestly and transparently to the consumer.

Through Resnick's behind-the-scenes narrative, we learn the secrets of her extraordinary successes, including: POM Wonderful, the wildly popular 100% pomegranate juice that created an entirely new product category out of a fickle and obscure fruit; and FIJI Water, a fledgling brand she transformed into the #1 premium bottled water in America, with sales that have increased 300% since 2004.

A born marketer, Resnick shares tales from a remarkable life, from opening her own ad agency at age 19 to the time she famously overpaid for Jackie Kennedy's pearls at auction, then transformed her "mistake" into tens of millions in sales for the Franklin Mint. Here for the first time, Resnick reveals her systematic approach to breaking through marketplace clutter and consumer cynicism, and creating blockbuster brands with true staying power.

(retrieved from Amazon Thu, 12 Mar 2015 18:15:45 -0400)

(see all 2 descriptions)

Lynda Resnick's marketing triumphs read like an encyclopedia of branding. In Rubies in the Orchard, she divulges her secrets for creating some of the world's most memorable and iconic brands, and the bull's-eye strategies to sell them.

» see all 2 descriptions

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