If you can consider idea that relationships are mirrors, and that part of responsibility of being in one is to clear and heal past hurts, release limiting beliefs based on past experience, and open heart that has been closed by past damage, then it is easy to see why our closest relationships are most challenging. If one of partners doesn't want lesson presented, it makes for a tedious path. If both resist, it is an exercise in futility and a choice to walk through life in chaos and conflict. Though it is hard to believe anyone would make that choice, reality is that many of us find it easier to argue and defend our position than to get to bottom of what is really bothering us.

In our most intimate relationships, many of us are finding that we can no longer insinuate, imply or suggest what we mean. At a certain point, telepathic communication between two people becomes so strong that any dishonesty or hedging will only add fuel to fire of ego and make trust harder to accomplish. If you doubt this, think how many times you complete each other's sentence or know when something is bothering other person, even though they may have said nothing directly.

For healthy relationships, direct and honest communications ultimately become imperative, and no where are they more important than in our most intimate, close relationships. We must begin to say what we mean, and mean what we say.

Of course, other side of communication involves listening. For many of us, mental activities are so active that we have to re-learn how to hear what someone is saying to us. Listening is a fine art, almost a lost art. To complete circle of clear communication, we must be willing to hear what our partner is saying, apart from any immediate response we might wish to insert.

Learning to let someone completely "have their say" without interruption is a challenge in this fast-paced, action-oriented society, but it is crucial to good relationships. It has been my experience that, as long as I am mentally defending my position, I hear very little of what other person is trying to say.

4. Market to her peripheral vision and she will see you in a whole new light. Women are attentive to small details men miss. They will go out and shop for that suit they saw on Diane Sawyer last night while watching news. Starbucks is one company that is EVEolved all around. The female customer can enjoy her coffee in a bright, clean place with a well-stocked restroom (a must if you want to attract women) and she can purchase in-house music on CD or a cookie for her toddler in tow. Work on subtle details surrounding your brand, store music, way your menu is designed, uniforms of your waitresses or sales representatives. She will more likely notice these things than if you assault her with aggressive advertising or bothersome phone calls. .

5. Walk, run, go to her, secure her loyalty forever. The Avon lady was just first step. She was born in an age when women stayed at home because they were mainly housewives. Today, women don’t want to make that extra trip to grocery or salon because they are simply exhausted. If you can provide her quality service at home, at times when she is at home, your brand will be indispensable. Why not supply her groceries on a monthly basis? Go to her, because frankly, she doesn’t have time to go looking for you.

6. This generation of women consumers will lead you to next. Practice brand-me-down approach. The detergent a woman uses is most likely brand her mother always used. Household names are what they are because women run household. In Asian markets where family ties are strong, brand-me-down approach will definitely sell. Attaching a brand to name Mother will have a strong identification with quality and trust. Hold mother’s day events or family day events and strengthen your commitment to her.

7. Co-parenting is best way to raise a brand. Ask her how she feels, what colors she prefers, how does she think she can be served best? When was last time you asked her for feedback and actually responded by redesigning your product?

8. Everything matters – you can’t hide behind your logo. Women look for integrity in a brand. From way you treat your employees, your CEO’s personal life, to issues like animal testing, environmentally sound practices, and raw materials sourcing. You need to walk your talk and back up your claim. Women don’t simply look for value in a brand. They look for Values.

By: Regine P. Azurin and Yvette Pantilla http://www.bizsum.com "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers for Busy Executives and Entrepreneurs Mailto: freearticle@bizsum.com

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