DOWNLOAD(PDF) Alchemy: The Surprising Power of Ideas That Don't Make Sense

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Alchemy The Surprising Power of Ideas That Don't
Make Sense
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Alchemy The Surprising Power of Ideas That Don't
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Description
8216Abreakthrough book. Wonderfully applicable
to everything in life, and funny as
hell.8217Nassim Nicholas TalebTo be brilliant,
you have to be irrationalWhy is Red Bull so
popular 8211even 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 aren8217t and we
don8217tIn 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
8211from lavish wedding invitations to tiny
bottles of the latest fragrance. So if you
want to influence people8217schoices you have
to bypass reason. The best ideas don8217tmake
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.
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Alchemy The Surprising Power of Ideas That Don't
Make Sense