This chapter outlines the main themes and content of the book in four steps. First, it introduces the main argument of the book, namely that, as an ideology, neoliberalism is inextricably linked to the invention of a specific figure: the sovereign consumer. Second, it explains how the study defines and approaches its two key concepts: the sovereign consumer and neoliberalism. Third, it discusses how the analysis unfolded in the book contributes to two rapidly growing bodies of literature, dealing with, respectively, neoliberal ideology and practice and the societal makings of the consumer. Finally, the chapter presents the structure and content of the chapters that follow.