In 1878 the 15-year-old apprentice merchant Thor Jensen travels from Copenhagen to Iceland, marking the onset of a unique career. After some initial, tough years in trading sheep, Jensen grows to become the country's most important global exporter of Icelandic goods. While doing so, he always sticks to the same strategy: finding deficient market segments and investing all of his assets there. 130 years later, Thor Jensen's great-grandson, the Icelandic businessman Björgólfur Thor Björgólfsson takes the same approach as he grows to become a multi-million entrepreneur: When the Berlin Wall falls, he grazes the former Eastern Bloc, rapidly building up breweries, pharmaceutical companies and telecommunication companies. But when Björgólfsson speculates in the Icelandic financial system and the 2008 global economic crisis sets in, the model-businessman becomes a symbol for Iceland's decline. This brilliantly researched documentary draws up a unique piece of Nordic economic history in an illuminating composition of period and contemporary images.