Book excerpt: Let's be a force that brings development and equality to women worldwide by helping them realize their professional goals! Women's economic power is critical to the pressing recovery of the global economy. PepsiCo's LatAm executives Paula Santilli and Mónica Bauer, together with business coach Marty Seldman, know that unleashing that power is not easy—women today face many challenges in their social, economic, and work environments. This is why with this book they aim to raise women's self-confidence, by giving them the necessary tools to stimulate their personal and professional development. Their twelve rules will unlock women's full potential by helping women better understand their power, feel comfortable using it, and not give it away. The Twelve Rules Study power Detect to protect Use your power; don't give it away Build and leverage your network Know your buzz Focus on the real scorecard Promote yourself with sufficient boldness Increase your value to the organization Enhance your executive presence Protect yourself from sabotage and marginalization Develop healthy selfishness Control your calendar and commitments The rules are illustrated by inspiring stories from PepsiCo women associates all across the globe who have put these rules into practice. Prompts and activities help readers immediately start applying the rules to their current situation. The goal is not only to inspire women to reach their potential but also to empower other women along the way.