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Alchemy

The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

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Alchemy

Auteur(s): Rory Sutherland
Narrateur(s): Rory Sutherland
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HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.

"A breakthrough book. Wonderfully applicable to about everything in life." —Nassim Nicholas Taleb, author of The Black Swan

“Veins of wisdom emerge regularly and brilliantly from these pages. Don't miss this book.” —Robert B. Cialdini, author of Influence

Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.

Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others.

Heralded as “one of the leading minds in the world of branding” by NPR, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in this audio) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places:

What can honey bees teach us about creating a sustainable business?

How could budget airlines show us how to market a healthcare system?

Why is it better to be vaguely right than precisely wrong?

What might soccer penalty kicks teach us about the dangers of risk-aversion?

Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech.

Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.

©2019 Rory Sutherland (P)2019 HarperCollins Publishers
Marketing Marketing et ventes Psychologie Psychologie et santé mentale Réussite personnelle Carrière Inspirant Entreprise Du contenu qui fait réfléchir Capitalisme Art Business Spiritual Alchemy
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This book will open up a world of opportunities by changing the way you think. Every chapter was filled with fascinating insights, countless aha moments.

I only have one gripe: What the author frames as “anti-rational thinking” is really *expanded* rationality; a rationality that is broad enough to encompasses the the strange, counter-intuitive quirks of human psychology.

Mind-expanding

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Lots of knowledge and clever insights no one is thinking about or considers, all while narrated in a fun and engaging style.

Excellent

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what a fantastic book! one great insight after another. Rory Sutherland has a brilliant way of looking at things.

brilliant

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So much of what we need to manage in business and life can’t be measured, or falls outside the nice, lean, easy to understand box of logic and data. This book is the answer.

If you work in management or have employees, you need to read this.

Exceptional!

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Thoroughly enjoyed this, I couldn’t “put it down!” Clever insights backed by relevant and entertaining anecdotes and superb storytelling. A must listen.

A blind purchase, well worth it

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This book is a much needed kick in the ass. I think anyone who works with people (everyone) should read this. If life were black and white we wouldn’t need alchemy, but it’s not, so we do.

Of note, the audiobook is spectacular. Read by Rory himself, it ads a certain character to the narrative that only he could deliver.

A must read for anyone who works with people...

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Really enjoyed this book, Rory Sutherland gives amazing real life experiences on understanding the intersection between the consumer, the sales and Marketing, AKA the "Alchemy" point. Even though you can capture this in snippets from his many talks, this book gives you a deeper insight into his thinking, so if Marketing is your thing this book is well worth the listen (read)

Alchemy, the magic of Marketing

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Definitely read this book. I'm looking or more now by Rory Sutherland. Enthusiast five stars!

Irrational doesn't mean incorrect, and the inverse

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Full of dozens of fascinating examples of seemingly irrational consumer behaviors and why they make perfect sense. It’s these examples that are valuable in conversations with stodgy nonbelievers. Big bonus: read by the author in his charming British voice.

Fascinating and full of examples

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Rory Sutherland makes compelling arguments - thoroughly across many specta and studies - about the need for irrational approaches to perceptively rational problems.

A rare breed of business book which actually says something interesting

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