Discover life and business tips from Cheekys' 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, number one best-selling 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 six purses and a tanning bed. Now in her book, Jessi reveals how she grew one small store hurdle-by-hurdle into a national clothing and accessories brand with a one-and-a-half-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.