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

Paperback (13 May 2021)

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Publisher's Synopsis

'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.

Book information

ISBN: 9780753556528
Publisher: Ebury Publishing
Imprint: WH Allen
Pub date:
DEWEY: 659.1019
DEWEY edition: 23
Language: English
Sales rank: 11191
Number of pages: xii, 371
Weight: 266g
Height: 197mm
Width: 126mm
Spine width: 27mm