Andie Anderson is a columnist for the women’s magazine ‘Composure’ in New York. As the writer of a series of “How to” articles, she is dissatisfied with her work and wishes to write about more serious issues. When her friend Michelle experiences yet another breakup, Andie is inspired to write an article on “How to Lose a Guy in 10 Days”. She will begin dating a man and attempt to drive him away “only using the classic mistakes women make”. Meanwhile, advertising executive Benjamin Barry is looking to branch out from his usual remit of beer and sports campaigns by leading a prestigious ad campaign for a diamond company.