FUENTE:

Some people find what they seek in an orchard. Lynda Resnick did. It should first be noted that she launched a full-service ad agency of her own when she was 19 and since then subsequently extraordinary business success with POM Wonderful, FIJI Water, Teleflora, and The Franklin Mint in collaboration with her husband, Stewart. Currently, she is co-owner and vice chairman of Roll International Corporation, the umbrella company for all of her businesses.

The title of this book refers to the success of POM Wonderful. In 1986, after acquiring an orchard that contained some pomegranate trees in California’s San Joaquin Valley. Resnick and her husband a “wonderful” variety of pomegranate that made the delicious-tasting fruit juice available to consumers year-round. The Resnicks then found a way to market the pomegranate juice. It was Lynda Resnick who came up with POM Wonderful’s distinctive logo and her in-house design team developed the iconic hourglass-shape bottle. In 2002, POM Wonderful pomegranate juice was first made available to the public. The success of POM Wonderful led Resnick to develop other healthful, pomegranate-based products, which resulted in the launch of POM Tea and POMx Iced Coffee.

As indicated, Resnick encountered a number of business situations (opportunities, crises, crossroads, etc.), alone and then later with her husband ,from which there are important lessons for others to learn and, in her book, Resnick shares several. For example, learn everything you possibly can that is relevant to the given situation (marketing pomegranate juice, keepsake gift containers and fake pearls, bottled water) but then, at some point, make the best decision you can. You can't win the game unless you are in the game. And then, when innovations are needed to gain an advantage, play the game differently. For example, to increase lagging sales at Teleflora, she decided to deliver the flowers in a keepsake gift (e.g. watering can, tea coup, cookie jar) rather than in a throwaway green vase. Then later at The Franklin Mint made innovative and (yes) immensely profitable use if "the one true copy of Jackie Kennedy's real fake pearls." She thought they were real as the auction began and convinced Stewart to purchase them. The starting price was $5,000 and he eventually did...for $211,000. Of course, the resilient Resnick was not deterred, asserting that "Value is real, even when the product is 100 percent fake." Of course, with the resources of The Franklin Mint available to her, she could take full advantage of the commercial opportunities. "At $211,000, the pearls turned out to be a phenomenal bargain. We sold more than 130,000 copies at $200 a strand - for a gross of $26 million. Owning the original pearls gave us the credibility to sell the copies; it certified and rewarded our collectors faith that they were getting as close to the real deal as possible."