Times change, and we change with them - this wisdom has been known since ancient times. The authors of the book, Aishe Agekyan and Irina Rudkovskaya, business consultants with extensive management experience, suggest thinking about how time, business and people are changing before our eyes. The most far-sighted entrepreneurs understand that new times have come in which business models, honed by the experience of the 20th century, even if they work for now, are doomed to failure in the long term. A new generation of customers demands a transition from a consumer to a creative business model.

What is a creative model? How and how does it differ from the previous one – consumer? The authors explain this with specific examples that are easily recognizable and understandable. The book also provides a detailed story about the spiral of individuality - a system of nine turns that gives an understanding of what stages in life or development have already been passed, at what point a person or business is now, and demonstrates development prospects. The authors consistently apply this spiral to business, to employees and to clients, and as a result they obtain new systemic business thinking.