Samvel Avetisyan is a pioneer of Russian marketing, known for his involvement in launching and provocatively promoting the "Tinkoff," "Darya," and "Technoshock" campaigns. In a sparkling and ironic attempt at autobiography, Samvel tells the story of the birth of Russian business. One of the main characters is a typical Russian businessman of the early '90s. The pushy and daring entrepreneur Yardov hires a former public library employee as a marketer, assuming "Armenians are like Jews, but cheaper." Working for the businessman, the narrator is engaged in creating and promoting the brands of "Yardoff" beer, "Varvara" dumplings, and "Tsar-Batyushka." In a cynical manner, Samvel characterizes an entire era. Marketing that sought to get into the hearts and livers of consumers. Advertising campaigns that had to be so WOW that from the parliamentary tribunes they were shouted about only as a "national disgrace." "If business books were movies, the story written by Samvel Avetisyan would be worthy of Guy Ritchie. Juicy, vivid, sometimes insanely funny and sharp, a very frank book. Historian by training, Samvel Avetisyan created a powerful portrait of Russian business in the '90s and 2000s. Read it in one breath, as if watching a movie." - Fedor Ovchinnikov, founder of the "Dodo Pizza" chain.