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The hugely anticipated first book from the TED Talks star and advertising legend '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.

Product Identifiers

PublisherEbury Publishing

ISBN-139780753556504

eBay Product ID (ePID)15046712009

Product Key Features

Book TitleAlchemy: the Surprising Power of Ideas That Don't Make Sense

AuthorRory Sutherland

FormatHardcover

LanguageEnglish

TopicPsychology, Popular Psychology, Marketing

Publication Year2019

TypeTextbook

Number of Pages384 Pages

Dimensions

Item Height222mm

Item Width162mm

Item Weight645g

Additional Product Features

Title_AuthorRory Sutherland

Country/Region of ManufactureUnited Kingdom

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by smudgeroon101
10 Jul, 2019
A worthy read for anyone
Great insight to alternative thinking, which makes one challenge conventional decision making. Sometimes a little repetitive but hammers points home nevertheless. What perhaps sticks most is you dont choose like you think.
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