Demystifying Business with Cookies and Elephants

This book describes the total system of any business or organization in a simplified, readable way. It starts with people- what business and organizations are all about. The book then shows how leadership and strategy are forever linked, and then describes the external drivers-product, markets and regions, along with the needed internal functions-sales/marketing, operations, technology and finance/administration. Finally, the book lays out the financial measurements required for a financial reporting structure and ways to raise capital, all in understandable terms. Stories and analogies between a fictional cookie business and the adage about putting all the parts of an elephant (business) together are utilized throughout the book to illustrate key points.