New Plymouth, Idaho. Population 1536. It doesn't look like much from Rural Route 30, but it was here, in this quiet town, that Jessi Roberts created something unexpected: the kind of life she always wanted and a multi-million dollar, for rural/by rural business empire. The business is Cheekys, which started with 6 purses and a tanning bed. Now in her book, Jessi shows how she grew one small store hurdle-by-hurdle into a national clothing and accessories brand with a 1.5 million strong community. Best of all, she did it by standing tall for her values: always be kind, lift up the next gal, and treat employees and customers like family.

Introduction: is this a business book? -- Welcome to New Plymouth -- A girl's got to flex -- Be pretty -- Facebook & rodeos, a broke girl's guide to marketing -- No big breakthroughs...just fifty small ones -- The second year wall -- Cheekys chicks -- Expansion: dumb and smarter -- This is what I mean by hustle -- Original gangsters -- Find a Suzie -- Surviving the bull shirt -- Picking partners -- The chicken and the egg -- Choose joy -- Growing up & building out, a successful girl's guide to marketing -- Head mother clucker -- I left my heart in new plymouth -- Core bitches -- The numbers game -- Epilogue -- Acknowledgments -- Resources.