‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas TalebTo be brilliant, you have to be irrationalWhy is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren’t, and we don’t.In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.
✔ Author(s): Rory Sutherland
✔ Title: Alchemy: The Surprising Power of Ideas That Don't Make Sense
✔ Rating : 4.5 out of 5 base on (1445 reviews)
✔ ISBN-10: 0753556529
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about Alchemy by Rory Sutherland
Cedrica Ingram
Explore the complexities of human relationships in this beautifully crafted novel. The author's nuanced writing and rich character development make for an engaging read. Each storyline intertwines seamlessly, creating a tapestry of interconnected lives. The emotional depth and realistic portrayal of life's challenges resonate deeply. It's a book that stays with you long after you've finished reading. Perfect for fans of literary fiction.
Jazlynn Daniels
Delve into a dystopian world where survival hinges on ingenuity and courage. The author's vivid descriptions and fast-paced narrative keep you on the edge of your seat. The protagonist's journey is filled with thrilling moments and unexpected twists. The world-building is detailed and immersive, creating a believable and haunting setting. It's a gripping tale that explores themes of power, resistance, and hope. Ideal for fans of dystopian fiction.
Leyanne Kemp
Delve into the dark and twisted world of a psychological thriller that keeps you guessing. The author's masterful storytelling and complex characters create a gripping narrative. Each plot twist is meticulously crafted, adding to the suspense. The tension builds with each chapter, making it impossible to put down. It's a chilling and captivating read that explores the depths of the human psyche. Perfect for fans of psychological suspense.
