Download Alchemy by Rory Sutherland Pdf book free online. Why is Red Bull so well-liked despite the fact that everyone detests the taste? Humans are, to put it simply, illogical; they base their decisions as much on cues from the outside world (like that tiny blue can) as they do on intangible attributes (flavor, price, quality). In contrast, the environment is irrationally complicated and random. This means that no accounting spreadsheet can be used to project future success. Alchemy, the mysterious science and dark art of creating seductive ideas, is the key to striking gold. GET FREE AUDIOBOOK
Alchemy, the groundbreaking book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior by fusing cutting-edge scientific research, absurdly entertaining storytelling, profound psychological insight, and practical case studies from his illustrious career. It is based on thirty years of fieldwork inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism.
Sutherland, who NPR has hailed as “one of the premier minds in the world of branding,” is a singular thought leader who is as at ease exchanging ideas with Nobel Prize winners Richard Thaler and Daniel Kahneman (both interviewed in this audio) as he is planning the upcoming product launch.
About the Author
Rory Sutherland has been employed at Ogilvy since 1988 and currently serves as vice chairman. With the help of this alluringly ambiguous job description, he was able to establish a behavioral science practice within the organization, whose goal is to discover the untapped business and societal opportunities that arise when the best minds in psychology and behavioral science are applied creatively.