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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
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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 ****
