All businesses are different. And they are all the same because they share the same objective: to create customers. This book shows us the levers that must be pulled to achieve it: the fundamental analyses, the choice of strategy, the key decisions for a company to successfully market its products.

It is the exciting game of business, with its board, pieces and most important moves. Each chapter raises a basic question in the development of the game and concludes with one of the 18 rules for winning the game of business. This is a practical and accessible instruction manual for a complete overview of business strategy and the marketing and sales policies that make it effective.

To see how these rules are applied in reality, the authors delve into Broadway theaters, Las Vegas casinos, Netflix, the NFL, Formula 1, the world of video games, movies and music. All of these businesses play fierce games in their hyper-competitive industries and create millions of customers, proving, year after year, that they are true Masters of the Game.

“There is only one valid definition of what the purpose of a business is: to create customers. For this reason, a business has two – and only two – basic functions: marketing and innovation.” Peter Drucker, The Practice of Management

The book for those who run a business and never had time to read its instruction manual.

This book has been written jointly with another IESE professor, Jorge González, also a PhD and above all friends from the MBA they both did at the same business school many years ago.