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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Rory Sutherland‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb
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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