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 arent, and we dont. 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 peoples choices you have to bypass reason. The best ideas dont 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.

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Bibliographic Details

Title: Alchemy
Publisher: Ebury Publishing, United Kingdom, London
Publication Date: 2019
Language: English
ISBN 10: 0753556502
ISBN 13: 9780753556504
Binding: Paperback
Condition: Very Good
Weight: 626 grams

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Synopsis

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 toothpasteWe think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we arent, and we dont.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 peoples choices you have to bypass reason. The best ideas dont 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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