In this episode Melissa Gonzalez takes a deep dive into her book, The Pop Up Paradigm, where she reveals how businesses can build real connections with their customers.In her book, Gonzalez describes how businesses can use temporary products to generate customer loyalty, understand new markets, and test innovative concepts. The goal of the book is to teach you the most important ways you can benefit from a pop-up, the best type of marketing for your business, how to stay ahead of the retail market, and what to consider when launching a pop-up.This book is perfect for entrepreneurs who own an online business and are considering a move into physical retail or own an established retail business yet struggle to get a product out.About Melissa Gonzalez:“I am the founder of The Lion’esque Group, we are pop up architects. Before that I worked on Wall Street on a trading desk. I am a proud mom to an adorable Jack Russell Terrier and I love experiencing new things.We have been specializing in this since 2009 and really seen a shift as to how brands are utilizing pop up retail and seeing it fit in their budgets as they are coming around to the new year. As we have been a part of that evolution we wanted an opportunity to share with brands top reasons why people are doing it, share case studies, and inspire ideas for brands to utilize it.” – Melissa GonzalezFor a detailed summary of The Pop Up Paradigm according to Melissa Gonzalez CLICK HERERelated Books:Lean Branding by Laura BuscheHello My Name Is Awesome by Alexandra WatkinsDigital Bacon by Alex RodriguezFor more advice, tips, and stories on entrepreneurship, join our community on Facebook and Twitter.