When brand strategist, Juju Hook wakes up to realize she’s skating through midlife uninspired, unproductive, and overly involved in her teenage son’s life—and that the middle-aged female entrepreneurs she’s consulting are largely doing the same—she embarks on the biggest project of her life: re-branding midlife for women.
Along the way, Juju uncovers six pervasive and powerful lies that midlife women have been taught to believe, and how these “Lies that Bind” keep women stuck in a tragic state of acceptance that their best days are behind them. She also lays out three illogical equations, which she calls “Mad Girl Math,” that trap midlife women inside their own minds.
Hot Flashes, Carpools, and Dirty Martinis—The Quintessential Guide for Turning Midlife into PrimeTime, is a battlecry for middle-aged women, and a treatise on how they can fall in love with the second half of their lives. Through the introduction of a single, simple, long-forgotten question, Juju challenges women to live out the dreams they long ago set aside or gave up. And provides step-by-step instructions for following through.
Through her own hilarious and heart-wrenching stories—and the stories of six fascinating women from her own life—Juju shares candidly and honestly about what holds women back. And the industries and social norms that reinforce the nonsensical idea that midlife has to be a stone, cold drag.
If you’re a woman who’s lost your way, this book is proof that midlife can be the biggest show of your life, but only if you’re willing to step into a starring role.