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How can you create a successful brand? What makes a great business leader? Why do some firms fail while others prosper? Throughout history, business gurus have offered ideas and solutions that have shaped and sharpened the world of business and commerce. Written in plain English, The Business Book unpicks brilliant business thinking with pithy explanations that cut through the jargon, step-by-step diagrams that untangle theories, and witty illustrations that play with our ideas about the global marketplace. Whether you’re an entrepreneur starting up a business, a CEO looking at the bigger picture, or a consumer curious about what makes business tick, you’ll find plenty to inspire you in this book.