They want to get away from the cartoonimage of business that they are taught in the classroom, to get useful practical advice on how to lead a firm in the 21st century.
In all, it takes about 40 seconds for Bathgate to introduce himself as a skilled purveyor of lovely gloom and if that's too much time, a mere glance at the interior album artwork shows an image of cartoon cats in formalwear, carrying a coffin.