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 major concepts of the book together. This text constitutes a strong basis on which to build future studies and, for those who are non-finance majors, a lasting understanding in the fundamentals of finance.