Luc Boltanski and Ève Chiapello describe capitalism as a normative system that continually manages to attract and convince people to participate in the process of capitalist accumulation under changing conditions. According to the authors, the spirit of capitalism owes its triumph to its ability to absorb and constructively process the criticism directed against it. In its most recent manifestation, it is rooted in May 1968, when artists and intellectuals rebelled against all processes of alienation caused by capitalism. In the companies and factories that were heavily affected by strikes and labor struggles during those years, this emancipatory critique was taken up by young leaders and consultants and implemented in a new organization of production. The result of this restructuring is the "lean" model.