Jimmy's Lemonade Stand is a lesson about the most basic marketing principle. Brilliantly modeled as a children's book, the story strips away the complexity of running a business and focuses on the core component of marketing: understand your customer.

Little Jimmy wonders what it would be like if they could share his mother's sweet lemonade with the world. His mother encourages him to set up a lemonade stand. With his mother's support, Jimmy and his friend Kelly launch their neighborhood business.

Jimmy and Kelly quickly learn that finding lemonade stand customers is difficult. With...