The logic
Start from a simple dividend discount model: P₀ = DPS₁ / (r − g). Substitute in the return on equity (ROE = earnings ÷ book value) and the payout ratio, and — for a company in stable growth, using next period's expected ROE — it reduces to:
P/BV = (ROE − g) / (r − g)
Rearranged to solve for the one variable that's genuinely hard to observe directly — the market's required rate of return, r:
r = g + (ROE − g) / P/BV
The intuition: a company trading at a price-to-book ratio above 1 is one the market expects to earn a return on equity above its own required return — the premium over book value is compensation for exactly that gap. A P/BV below 1 says the opposite: the market doesn't believe this business earns its own cost of equity. Solving the equation for r instead of P/BV just runs that logic in reverse — given what the market is already paying, what required return does that price imply?
Where this is honest about its limits
This assumes stable, constant growth forever — it breaks down (and can produce a nonsensical or even negative implied return) for high-growth or negative-ROE companies, exactly like the Gordon growth model it's built on. It's also only as good as your growth estimate: get g wrong and the implied r moves with it. Treat this the way Damodaran's own industry data is meant to be used — as a cross-sectional comparison to spot what looks cheap or expensive relative to peers, not a precise number for any single company.