The most famous Czech marketer. Creator of unprecedented campaigns. An expert in market research, to whom people have revealed their deepest wishes, fears, and anything he asked them. He knows how to ask the right question and how to immediately utilize the answer. An expert on social networks, where he chatted with millions of people. Co-creator of the Babi phenomenon. From a political party that had 0.3%, he co-created a movement that won every election for ten years, or at least always delivered a number that hadn’t been there before. A street kid who was expelled from elementary school. In this book, he reveals for the first time his way of working with people, coaching, listening, advanced mental techniques, visualization, and working with the comfort zone. How did he manage to keep 30% in preferences for years? What does his day look like, what is the structure of his team, what does he read and what does he not read, who does he consider relevant? Why does he prefer Balenciaga over Prada, even though it can’t be worn? Is he superficial? What does he know how to enjoy? Why hasn’t he slept for ten years and worked like a madman? Why does he like to walk or take the tram? How did he come up with the name ‘Soul of the Nation’? Where is the line of provocation and how to not freak out about oneself or anything else, excuse me? Why do his hands itch when he sees an opportunity or talent that others don’t?