in a meeting with phrases like return on investment, P&L statement, business models, and product pricing flying around the room might make you think youve entered a board meeting for the Fortune 500 company of your choice. Now add to that scene a short whisper of a guy, dressed undoubtedly in tight trousers and an anything-but-conservative shirt, who can dance around a stage even better than any CFO can dance around his or her numbers, and you might conjure up an image of a Rolling Stones business meet- ing. The Rolling Stones organization is a well-oiled, money-making machine, and to say it resembles anything less than a Fortune 500 firm would be unjust. In the world of rock and roll, not only would the Rolling Stones likely top the list of legendary bands; they would most likely top the list of rock businesses, as well. At the helm is CEO Mick Jagger, who attended the London School of Economics, but professes never to have really studied business per     se. He does, however, have 40 years of industry acumen under his tiny belt, along with a keen intellect, a deep understanding of busi- ness models, and a knack for turning a profit. Fans think of a lot of things when they think of the Rolling Stones. Theres the music of course, spanning hits from the 1960s ("Satisfac- tion" and "Lets Spend the Night Together" jump to mind), 1970s (such as "Jumpin Jack Flash" and "Honky Tonk Woman"), and 1980s (per- haps "Emotional Rescue" and "Shes So Cold"). Generation Xers might think of "Start Me Up," which was used to launch Microsofts Windows 95-the most successful product introduction of all time-for which the Stones reportedly were paid somewhere between $4 million and $12 million (secrecy in numbers). Twenty-somethings may think of Ford Motors recent attempt to rev up its car sales with ads featuring "Start Me Up," which appeared during television programs such as the Fiesta Bowl, The Practice, The Tonight Show, 60 Minutes, and The Simp- sons. Some fans may also think of the infamous lips-and-tongue logo that adorns T-shirts and biceps around the world. And all fans think of the energetic, ever-gaunt Mick Jagger and his seemingly sleepy, some- what chemically preserved counterpart Keith Richards. Baby boomers who have found themselves inside corporate Amer- ica, however, may choose to deem the Rolling Stones their business, branding, and marketing heroes. Just as the nations nerds worship Bill Gates, so too do some business managers worship Mick, Keith,