DANI EYER DAVIS

Owner, Atticus Books, 1132 S. State St., Orem.VITAL STATISTICS

AGE: 34

WHERE BORN: San Francisco, Calif.

FAMILY: Husband, Duane, and two children, Elaine, 5 and Davey, 3 1/2.

EDUCATION: B.A. in political science, Brigham Young University, 1978; J.D., BYU Law School, 1984.

PRIMARY PRODUCTS: Good books

PRIMARY MARKET: Good readers

NUMBER OF EMPLOYEES: 6

ANNUAL SALES: $85,000

PERSONALITY PROFILE

FIRST "REAL" JOB: Sales clerk at tri City Sporting in San Francisco, which is now the largest sporting-good store in California.

MANAGEMENT STYLE: Easy going, but with an expectation of diligence.

STRATEGY FOR SUCCESS: Success is doing a good job at what I like to do. Business strategy is getting only good books and helping people find good books, being organized and hand-picking inventory.

A MEMORABLE FAILURE: Baby-sitting in high school. "I hated it." A business -related failure: ordering dozens more calendars than needed.

HEROES: Virginia Woolf.

LEISURE TIME AND HOBBIES: Reading, philosophizing with intelligent women friends, mountain biking, skiing and anything outdoors.

FAVORITE BOOK AND MOVIE: "To the Lighthouse" by Virginia Woolf and "Out of Africa."