Stephen E. Turner, Turner & Assocs., San Francisco
Copyright 2006 Reed Business Information
A woman who has been the CEO of six companies, Heffernan is an unusual breed, but here she argues that she's not that unusual. Women represent the fastest-growing segment of the entrepreneurial population, starting and growing businesses of all kinds. As Heffernan gives facts and figures (e.g., more women attend college now than men) along with plenty of success stories, this book is as much a preview of the future of business as it is a pep talk for women. Most books on business entrepreneurship can be divided into two types: those directed toward anyone wanting to start a business (e.g., Wes Moss's Starting from Scratch or Guy Kawasaki's Art of the Start, a kind of handbook on bringing new ideas to life) and those that focus on women. In this context, Heffernan's is a solid work that adds another dimension to the business library. Most of what it presents we already know: women shop more often and are in tune with trends; they have fresh ideas, communicate more, and are willing to take more risks. But the book also argues compellingly that many women are driven to become entrepreneurs because those in power in corporate America-that is, men-shut them out. Consequently, this book could work in women's studies collections as well as business collections.