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Alchemy

Alchemy

The Magic of Original Thinking in a World of Mind-Numbing Conformity

by Rory Sutherland
Paperback
Publication Date: 13/07/2021
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'A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas Taleb


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?

Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem.

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. He shows how economists, businesses and governments have got it all wrong- we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.
ISBN:
9780753556528
9780753556528
Category:
Behavioural theory (Behaviourism)
Format:
Paperback
Publication Date:
13-07-2021
Language:
English
Publisher:
Ebury Publishing
Country of origin:
United Kingdom
Dimensions (mm):
196x126x23mm
Weight:
0.27kg
Rory Sutherland

Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator’s 'Wiki Man' column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising).

The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011. Alchemy will be published in 2019.

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Behavioural theory (Behaviourism) Popular psychology Sales & marketing Economics
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