a book

Alchemy

Name: Alchemy
Rating: 5 (12 reviews)
Author: Rory Sutherland
ISBN: 9780753556511

Rory Sutherland · 2019 · 320 pages

Presentación del editor: "To be brilliant, you have to be irrational. Why 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."

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recommended by 12 people

sourced from public statements

Nassim Taleb
“4 hours dinner conversation with @rorysutherland and Rohan @Silva in a Pakistani restaurant in London (2 bottles of wine, but no Negroni). You must buy two copies of Rory's book, in case one is stolen, lost, damaged (by the rain), or self-destructs. pic.twitter.com/Xa5WFOGCNt”↗
Chris Williamson
“Behaviour, Decisions, Advertising Rory is one of my favourite humans and his insight into human behaviour in Alchemy is a must read for anyone fascinated with psychology or consumerism and advertising. Why does Red Bull taste nasty instead of nice? Why do people wear denim? Tons of amazing examples and stories which can inform your decisions as a marketer and as a consumer.”↗
Shankar Sharma
“Finished reading Alchemy. Excellent book on behavioral economics & finding creative solutions to daily Business issues. A single book itself can give you so many approaches, all for a few dollars. Without extensive reading, nobody can succeed on a free mkt basis (not "setting")”↗
Matthew Kobach
“Since it’s #WorldBookDay, I’ve decided to give away my favorite book this year: Alchemy by @rorysutherland It’s brilliant. If you like crazy ideas that don’t make any sense, you’ll love this book. I’ll send my copy (dog ears and all) to the person whose comment I like the most.”↗
Nassim Nicholas Taleb
Geoffrey Miller
Patrick OShaughnessy
Changpeng Zhao
Matt Ridley
Morgan Housel
Ryan Petersen
Paul Bloom