With its exciting introduction of the Harley-Davidson focus company theme, this text continues to provide a solid, enduring foundation of the tools of modern theory while at the same time developing the logic behind their use. The “10 Principles of Finance” (formerly “Axioms”) provide the framework, or “the big picture” of finance, which ties the major concepts of the book together. This text constitutes a strong basis on which to build future studies and, for those students who are non-finance majors, a lasting understanding in the fundamentals of finance.