How can you create a successful brand? What makes a great business leader? Why do some firms fail while others prosper? Explaining the key ideas in the field of business in a clear and simple way, The Business Book answers these questions and more besides, and is the perfect introduction to the subject. Untangling knotty concepts and shedding light on abstract theories, entries unpack each complex idea with a combination of easy-to-follow explanations, innovative graphics, and intriguing quotes. The Business Book is a plain-speaking visual guide to the most important principles within the field, from competition-based theory and critical-path analysis to market-mapping and the MABA matrix, demystifying the work of seminal business thinkers from Bruce Tuckman and his "five stages" for team organization to Michael Porter and his "five forces" model.