Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity by Rory Sutherland

About The Book

‘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 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.

Review

Revelatory and entertaining ― The Sunday Times

Reading Alchemy was, as its title promised, the process of turning paper and print into gold. Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages. Don't miss this book. ― Robert Cialdini, bestselling author of Influence, Yes!, The Small BIG and Pre-suasion

Deeply original ― Robert Trivers, evolutionary biologist and author of Deceit and Self-Deception

Sutherland’s book touches on many facets of life, but all come down to the importance of “psycho-logic”, or non-rational factors, in how we make decisions and how problems can be solved ― CAMPAIGN magazine

About the Author

Rory Sutherland is the Vice Chairman of Ogilvy, where he has worked since 1988. This attractively vague job title has allowed him to form a behavioural science practice within the agency whose job is to uncover the hidden business and social possibilities which emerge when you apply creative minds to the latest thinking in psychology and behavioural science.