What do the unlucky hippie Richard Branson, the high-level freemason John Cecil Rhodes, the inventor Art Frith, the half-educated Bill Gates, the consistent conservative stockbroker Warren Buffett, the charismatic passionary Ted Turner have in common? What unites the Rothschild banking house, which has been thriving for two hundred years, and the upstart of the digital age , “Big Brother Internet” Google, diamond kings De Beers and cheap Wal Mart hypermarkets, Mars bars and Ernst & Young audit, Coca-Cola soda and The Washington Post analytics? Firstly, what these companies and the people who led them is accepted considered great. Secondly, the fact that they are called monsters with admiration and irritation, with delight and apprehension. For their size and influence, for their value and turnover, for their reputation - not always impeccable, but loud, for the legends that have developed around them. Monsters can be charming, like characters from a Disney cartoon, exotic, like in Japanese films, terrible, like in nightmares, but they always remain monsters - they cannot be ignored, they cannot be hidden from them, they are invincible and indestructible. The book you are holding in your hands will tell you why such different companies are so consistently associated with the image of monsters. It will show how these companies have the opportunity to influence the habits, preferences and very lives of millions of people around the world and how they use this opportunity. She will explain what greatness is and how much this greatness costs.