This book is the ?official story? of how Absolut Vodka came to be. Carl Hamilton found that publishing this book in Swedish would cost him his job at a prestigious economics institute. When he published an expanded version of a research project based on a research project commissioned by the liquor company, Vin and Spirit, he lost his job at the Stockholm School of Economics. His book credits Absolut?s huge popularity to the ?little guys? rather than to the suits at large ad agencies. This book is the Liar?s Poker of marketing, revealing the sordid stories behind the official one.