Alchemy

The Magic of Original Thinking in a World of Mind-Numbing Conformity

Rory Sutherland examines why people often make choices that defy conventional logic and how seemingly irrational ideas can solve practical problems in business, branding, and everyday life. Drawing on behavioural science and examples from advertising, product design, and public policy, he argues that emotional signals, context, and perception frequently matter more than rational analysis. The book presents unconventional thinking as a practical tool for creating effective products, campaigns, and solutions.

by Rory Sutherland

Ebury Publishing · First published 2019 · 384 pages