If you have typed into a search engine, you are in good company. Thousands of marketers, psychologists, entrepreneurs, and advertising professionals are looking for the same thing. They have heard whispers of a book that claims to explain why the most irrational human behaviors are actually predictable—and why logic often fails where "magic" succeeds.
Example : Instead of making a train faster (expensive logic), give it free Wi-Fi (cheap psychology) to make the journey feel shorter. alchemy rory sutherland pdf
A $5 coffee is a ripoff at a gas station but a "cheap luxury" at a high-end hotel. The product didn't change, but the context did. If you have typed into a search engine,
Alchemy is a book you need to annotate. You will want to underline the paradoxes ("Don't solve the problem; change the meaning of the problem"). A used paperback on AbeBooks or ThriftBooks costs less than a movie ticket. Example : Instead of making a train faster
by Rory Sutherland argues that relying solely on logic and data can limit problem-solving. Sutherland, the Vice Chairman of Ogilvy , suggests that because humans are irrational, we must embrace "psycho-logic" to find creative, magical solutions that logic often misses. [PDF] Alchemy by Rory Sutherland - Perlego