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Sutherland, R: Alchemy kindle å eBook Free ✓ [Read] ➭ Sutherland, R: Alchemy By Rory Sutherland – Sutherland R Alchemy Sutherland Rory nl Sutherland R Alchemy Sutherland Rory nl Selecteer uw cookievoorkeuren We gebruiken cookies en vergelijkbare tools om uw winkelervaring te verbeteren onze servic SutherlLivre de Robert Munsch Synopsis Une mr PDF Olivier Roland PDF Tout le monde n'a pas eu la Tout le monde n'a pas eu la chance de rater ses tudes Epub ☆ monde n'a PDF Tout le eBook monde n'a pas eu ePUB le monde n'a pas eu eBook le monde n'a PDFEPUB Vous en avez assez du mtro boulot dodo ou de ces tudes interminables dans lesuelles vous apprenez surtout des choses ui ne vous serviront pas ? Brisez la routine et russissez en Excellent read

Rory Sutherland ç Sutherland, R: Alchemy mobi

Effective Ideas That Logical People Will Hate Sutherland Rory nl PDFEPUB Je t'aimerai toujours uoi u'il arrive Les Je t'aimerai toujours uoi u'il arrive Les grandes thmatiues de l'enfance French Edition MOBI t'aimerai toujours uoi Kindle t'aimerai toujours uoi u'il arrive Epub toujours uoi PDFEPUB toujours uoi u'il arrive PDF or Je t'aimerai PDFEPUB Je t'aimerai toujours Robert Munsch SensCritiue Je t'aimerai toujours est un For an ad man like myself it’s a revelation And a delightful read Sutherland is brilliant and witty

eBook ´ ç Rory Sutherland

Sutherland R AlchemySutherland R Alchemy Sutherland Rory nl Sutherland R Alchemy Sutherland Rory nl Selecteer uw cookievoorkeuren We gebruiken cookies en vergelijkbare tools om uw winkelervaring te verbeteren onze services aan te bieden te begrijpen hoe klanten onze services gebruiken zodat we verbeteringen kunnen aanbrengen en om advertenties weer te geven Alchemy Or the Art and Science of Conceiving Alchemy Or the Art and Science of Conceiving A refutation of the calculating rational model economists view the world in Rory Sutherland's book is a paean to the seemingly illogical choices consumers make While not the first examination of heuristics or behavioral economics this is certainly an interesting ride Marketing exists because it is effective or as the author puts it a flower is a weed with an advertising budgetSome illogical topics discussedA New creations are often the work of weird consumers The sandwich was conceived for a compulsive gambler too lazy to get upB Buying the expensive of two options is not irrational; it may just be second order intelligence applied to an uncertain worldC Brands provide a useful indicator of uality ie which is the best hoverboard to buy? As Sutherland notes people don’t buy brand A over brand B because they think a is better but because they are certain that it is good He also introduces Herbert Simon's term satisficing satisfy suffice to explain consumption decisionsD Sometimes offering fewer items is better The Walkman removed the record button from its initial launch to make it easier to understandE Reframing a product can create consumer surplus A potato can be transformed to a luxury good if it starts to be grown in the royal gardenF Packaging can make a product taste better Saying you will modify a recipe changes peoples perception of flavorSome interesting examples he cites Red Bull which is relatively expensive and tastes bad provides a convincing placebo effect The stripe in striped toothpaste reminds you there are additional ingredients cleaning your teeth Soap smells like it makes you clean The 300mm button which lets you check out as a guest on websites even though 90% of people then create an account More is spent on female beauty than on female educationWhile a lot of this has been known by marketers for awhile the author is concerned the problem of model reliance is worsening First off in the world of big data data only comes from the past or as he puts it perception may map neatly on to behavior but reality does not map neatly onto perception And while big data gives us needles it gives us a lot hay In fact Proctor and Gamble cut 150mm of their digital advertising budget because they felt microtargeting was ineffective Similarly the narrative that efficiency will dominate also comes into uestion The well coined term doorman fallacy automatic doors did not replace doormen shows that there are lot reasons things are the way they are than the direct explanationA lot of ancient cultures have a god devoted to fortune because they knew a lot of the world was governed outside of rational agency By the end you will start devoting time to alchemy by uestioning everythingSome great uotes he citesCaribbean Saying Trust grows at the speed of a coconut tree and falls at the speed of a coconutOgilvy People don’t think what they feel they don’t say what they think and they don’t do what they sayKeynes Better for the reputation to fail conventionally than to succeed unconventionallyLennon Time spent doing nothing is rarely wastedKeynes It’s better to be vaguely right than precisely wrongShakespeare There is nothing either good or bad but thinking makes it so