Martin Lukes is a pastiche of every management fad and is an antidote to the orthodox management style taught in most MBA programmes and routinely lambasted by Lucy Kellaway in her business life column. The reader never knows what he or his company actually does. Lukes is constantly engaged in a battle for others to understand his "Creovation™" concept (a portmanteau of creativity and innovation in true management school style), apply "Integethics™" (integrity and ethics), and engage in "Green Sky Thinking™". He is constantly disappointed as famous managers fail to reply to his emails.