This book is about winning, or at least not losing, one's interest - particularly within the European Union (EU) where countless interest groups from government and civil society try to get the 'honey and money' of desired legislation, subsidies and more. Drawing on research and evidence, the author describes how these groups lobby the EU every day and how they can enhance their success by the expertise of 'public affairs management'. Invoking Machiavelli, Van Schendelen emphasizes his three catchwords of success: ambition, study and prudence. The book, inspired by study and practice, cites many new real-life cases, smart practices and issues of EU lobbying and raises topical questions about limits of lobbying and contributions to EU democracy.