They may not have known it, but when Chris and Dan Heath authored the book entitled Switch, they ultimately mapped a guide that can help brands approach women consumers. Since women have cornered most consumer markets, including those traditionally driven by men, such as sports and automobiles, all brands have a compelling business case for making marketing to women a priority. When viewed through the lens of female consumer psychology, Switch provides a powerful way of retooling the three main variables explored in the book: the elephant, the rider, and the path. These three elements will help brands motivate, guide, and shape women’s purchasing decisions both on – and offline.