Roy Sutherland

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Title: Alchemy: The Surprising Power of Ideas That Don’t Make Sense



Author: Roy Sutherland



Category: Audiobook



Narrated By: Roy Sutherland



Duration: 09:39:32



Source: Audible



Type: MP3



Size: 301 MB



Bitrate: 112 Kb/s







Info:



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 seven 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.



**** If you enjoy, please support the author by purchasing the book ****