The document provides an overview of the book "The Ultimatum of Pleasure" by Dr. Arsen Dallan and Prof. Karlen Dallakyan. The book argues that pleasure has become a dominant force in social development and now issues humanity an ultimatum to either degrade under consumer capitalism or overcome the pleasure principle. It aims to show how consciously thinking about pleasure allows people to take control of it and create a new humanist culture. The book covers topics like the science of pleasure, the rise of mass pleasure in consumption, and how to differentiate desires, gratifications, and long vs short-term pleasures to not be trapped by pleasure but instead use it to fulfill higher values and connect with one's highest self.

1. The pitch of book
The Ultimatum
of Pleasure
By Dr Arsen Dallan,
Prof Karlen Dallakyan

2. Genre:
personality & society
Tags:
behavioural economics and
marketing , social psychology, п
decision-making process,
consumerism, philosophy ,
foresight.

3. References:
«Das Ich und das Es » S. Freid,
«Man's Search for Meaning» V.
Frankl , «Escape from Freedom » E.
Fromm, «Buddha brain and
neurophysiology of happiness»
Younger Mingyur, «The Willpower
Instinct» Kelly Mcgonigal,
«'The Power of Habit» C Duhigg

4. Card:
The book is about
main role of ability to
run principle of
pleasure in personality
and social
development .

5. Abstract :
In the book authors said how to
get rid of the yoke of pleasure,
threatening not only the personal
economic unfreedom, but also the
degradation of the entire society.
The book changes the perception
of the pleasure as personal
enjoyment and opens its dominant
role in social development.

6. Synopsis
What does pleasure mean?
Many people used to think it's just a pleasant
feeling. But in fact, pleasure is a criterion to
evaluate whether or not to perform acts.
Which ones?
Absolutely anyone.

7. Pleasure is at the heart of every decision.
Instinctively you want to doubt it.
However, it is a scientific fact, discovered at the beginning of the
20th century by the fathers of psychoanalysis, and tested with
experiments of modern neurophysiologists.
One might wonder, why they write a book about something that
was discovered a hundred years ago?
The truth is that the authors for the first time in history wondered how
attitude toward the pleasure influenced the cultural development,
that is, how it influences the worldwide evolution. And what matters,
how it can influence our development in the future.
What they saw caused the authors take up the pen: the pleasure
issues humanity with an ultimatum: exceed or degrade!

8. The truth is that nowadays, after hundreds of thousands years of
coevolution of man and pleasure, the last has become a
merchandise. In the hands of the powerful minority that controls the
most part of the global capital, the pleasure turned into the most
profitable merchandise. “Sell the pleasure” - sounds the main thesis of
branding. By creating a global culture of consumerism, the elite
accustomed people to take pleasure through consumption. It
concerns goods, information and communication. Marketing has
become part almost of every field of human life.
Therefore, the determinants of human behaviour had been left to
“global marketers” which are not interested in the personal
development of their customers. Humanity has taken the path on the
formation of the community of creatures-functions, whose main task is
to provide marketing and social exchange in society.
This is an ultimatum of pleasure: either degrade or exceed the
pleasure principle.
Is it possible?

9. Authors of the book answer «YES!!!»
The rule “pleasure generates desire, desire
forces acting” works after all in cases when
the pleasure is thought consciously.
Man is able to overcome the pleasure
principle, but only if the society itself will
encourage him in this. Therefore, the
authors arrive at the idea that the
management of pleasure is a necessary
condition for the creation of a new
humanist culture; the greatest minds of
humanity are telling us about for so long.

10. Arsen Dallan
an expert in behavioral marketing, a top manager in the
financial industry, with more thane 10 years experience , the
former vice-president of insurance company MSK.
The main achievement is conversion the average company
into the leading brand according to the clients feedback. This
has been achieved as a result of reorganization of all business
processes under the client-oriented model adapting it under their
motivation and behavior.
Author 2 business books and 2 existentialistic fiction novels ;
more than 50 articles in business magazines : Vedomosti,
Kommersant and others . Authors of TV programs , workshops
and presentations of national marketing conferences .
Graduated State Oil University, economist in building of oil
sector, PHD.
Theme of dissertation is «Self-identification of culture»
Video presentation and the best projects portfolio:
http://www.cv.arsdallan.ru/cv/
Credentials

11. Karlen Dallakyan- Ph.D., professor, author of more
than 150 science publications such as "Will as
phenomenon of a environmental relation " 1999. “
The New civilizational paradigm " 2015 The first
part introduces the new concept of willpower as
a self-realization of an opportunity connecting the
person with his highest Self. The willpower is
demonstrated as a self-realization element of an
environmental system. The second book
demonstrates the need of change in dominating
civilization paradigm. The willingness to lead
utilizing the power and force has to yield to the
integration of the willpower with the nature. This
paradigm is being called as a politically correct
environmentalism.

12. Alexey Belyanin
Behavioral economist
international finance
university
Michail Votinov
neuro biologist
Aachen University,
Germany
Oleg Klepikov
neuro marketer
Mary Gelft, student
Arina Skibinskaya, psyhologist
Our team

13. Teaser
The Mainstream
The literature on personality
development is one of the most
popular segments in the publishing
industry these days. The interest to
psychology and socio-economic
problems is growing.

14. The Problem
Many leading writers and
philosophers have opposed the
consumption-based capitalism,
however their ideas either criticize
the current circumstances or offer
non-competitive ideologies and
concepts. In other words, they
promote idealistic utopias that
aren't interesting enough or
supported by any economic and
political ideologies.

15. The Solution
The major difference of our book
from others is that we suggest using
the same force that has brought
the society into consumerist stage,
in order to exit it. It is the most
powerful motivator rooted in the
physiology of the human nature. It
is the Principe of Pleasure.

16. Why the book
will be successful.
1.The new approach to
solve the problem. It is
not about self-control,
not about ideology, but it
works through the
concept of pleasure.

17. 2. Easy to read. The simplicity of the
book’s structure and language
3. The “bifocal” approach of the
marketing specialist (Arsen Dallan) and
the philosopher (Karlen Dallakyan)
allows the reader to feel the relevance
of the described problems as well as
unveils the new and significant horizons
for planning.

18. 4.The Illustrations will bring an
intellectual pleasure together with an
aesthetic one. The book "The
Ultimatum of Pleasure" itself will be an
illustration of the transformation put
forward by the authors.

19. Content
Introduction
1. What is The Ultimatum of Pleasure
2. What is known about Pleasure:
2.1 Epicurean school of Pleasure
2.2 Stoicism and Pleasure
2.3 Kinks and Pleasure
2.4 Modern science of Pleasure
2.4.1 Psycho-physic mechanisms of Pleasure
Content

20. 3. On the road to Ultimatum of Pleasure
3.1 Primeval society, middle ages, capitalism
3.2 Mass- pleasure in the age of consumption
3.2.1 The Pleasure against boredom, entertainment as pleasure
3.2.2 The Pleasure in intercourse
3.2.3 The Pleasure in The Game
3.2.4 The Pleasure in the information, news
3.2.5 The confirmation’s Pleasure
3.2.6 Pleasure and utility
3.3 Ultimatum of Pleasure . Consumer capitalism VS Humanistic culture
4. Victory over Pleasure
4.1 Differentiate desire and pleasure
4.2 Differentiate gratification and pleasure
4.3 To not try to relinquish pleasure
4.4 Differentiate long and short-term pleasure
4.5 Train real will
4.6 To want only what you really want
4.7 To not deprive yourself of actual pleasure
4.8 Rethink Values

21. 5. To not let yourself be caught in the trap of pleasure
5.1Pleasure and isolation
5.2 Pleasure and tyranny
5.3 Pleasure and suffering
5.4 Pleasure and jealousy
5.5 Pleasure and submission
5.6 Pleasure and power
5.7 Pleasure and guilt
5.8 Pleasure and suicide
6. What will happen when pleasure is won over
6.1 Human-God and God-Human
6.2 Go to meet with God-Human
Conclusion

22. Details
Readership
Politicians, PR managers,
public figures , cultural
figures, creative elite ,
marketers, top managers
Slogan run the pleasure
Volume 165 pages
arsdallan@gmail.com

23. Run the pleasure!