Discover life and business tips from Cheekys's founder, who survived a devastating childhood and turned her tiny Idaho shop into a multi-million dollar brand, in this "manifesto on how to do everything from overcome haters to persevere in business" (Lee Woodruff, #1 bestselling author). New Plymouth, Idaho. Population 1536. It doesn't look like much from Rural Route 30, but it was here, in this quiet town, that a mother of four faced down her hard past, poverty, self-doubt, and a reluctant customer base. And she created something unexpected: a multi-million dollar FRBR (For Rural, By Rural) business empire. Her name is Jessi Roberts, and 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. More than a business book, BACKROADS BOSS LADY is about embracing your passion even when others don't see value in it--or you-and about putting food on the table and believing in yourself. Brimming with authenticity, it gives the warts-and-all, love-it-despite-it skinny on rural life, community, and contentment without compromise.