In this well-researched and thought-provoking book, sociologist Mikael Holmqvist, an expert on elites, business, and power, offers a convincing argument for why we need to take royals seriously. Through his many speeches, media interviews and public appearances the king consecrates such corporate ideals as entrepreneurship, individual responsibility, positive thinking, healthy lifestyle, productivity, and self-management, thus contributing to legitimizing neoliberalism in society at large. By awarding them prestigious royal medals, inviting them to lavish state dinners, and offering them exclusive networking with other elites, the king also promotes the standing and status of neoliberalism's architects and leaders: the corporate and financial elites. This is an essential read for anyone who wants to understand the power of monarchies and royals in contemporary market society.