In this book, the prominent businessman Murat Ülker, who has transformed Yildiz Holding into a global company with more than 70,000 employees operating in an area where more than a four billion consumer population lives across four continents, covers everything from management and leadership to corporate communication and marketing, from science and technology to nutrition and health.


Murat Ülker not only gives clues to the principles that have enabled him to be successful but also makes many predictions about the future. In these texts written during the pandemic, he also imagines how the future will be shaped while discussing how the pandemic will affect our daily and working lives.