To introduce entrepreneurs to the subject of design, this compendium works as a tool to induce the process of understanding the necessity of the strategic use of design and purposeful communication. The metaphor of the tree, which illustrates the design process, is the foundation of this design concept. The congruence of content, design and communication is the main message of this elaboration and also the main challenge in creating this book. The playful interaction of form, colors, illustrations, imagery and haptic creates an authentic esthetic and an emotive layer to convey the contents of the work.