The author of the book, a journalist for the business weekly "Secret of the Firm", spent several months observing the everyday life of one of the brightest Russian entrepreneurs - the owner of the Euroset company, Evgeny Chichvarkin. Together with a famous businessman, I flew to Norilsk to inspect retail outlets, where I discovered that the store’s advertisement had been blown away by the wind. Attended landmark negotiations with Samsung, where former rivals became allies. He took part in the filming of a TV show and visited a disinfection center, where he interacted with people of no fixed abode. I listened to the history of the formation of Euroset and found out why Chichvarkin rewarded his classmates with rolling drying, how, as a student, he tried to sell an airplane and how he profited from a competitor’s advertising. The journalist questioned the associates and opponents of the founder of Euroset and, together with him, experienced joys and failures in order to understand how Evgeny Chichvarkin, who sold Turkish jeans at the Luzhniki market, managed to create Euroset with 2 thousand dollars borrowed from his father, and then turn it into one of the largest retail companies in Russia with a turnover of $2.6 billion. And now what will Evgeny Chichvarkin do with this company.