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Alchemy The Surprising Power of Ideas That Don't Make SenseAlchemy The Surprising Power of Ideas That Don't Alchemy The Surprising Power of Ideas That Don't Make Sense Paperback – May by Rory Sutherland Author out of stars ratings See all formats and editions Hide other formats and editions Price New from Used from Kindle Please retry Audible Audiobook Unabridged Please retry Free with your Audible trial Hardcover Please retry Editions of Alchemy The Surprising Power of Ideas Editions for Alchemy The Surprising Power of Ideas That Don't Make Sense Paperback published in Paperback published in Alchemy The Surprising Power of Ideas that Don’t Alchemy The Surprising Power of Ideas that Don’t Make Sense Non fiction Rory Sutherland Buy online → RRP Alchemy The surprising power of ideas that don’t Alchemy The surprising power of ideas that don’t make sense Inspiration Interview Book Daniel Comar September behaviour strategy creativity Despite the interviewer efforts to keep a conversation Ror 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

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read Alchemy The Surprising Power of Ideas That Don't Make Sense kindle ¼ The Surprising Power of Ideas That Don't Make Sense ò ❰Reading❯ ➻ Alchemy: The Surprising Power of Ideas That Don't Make Sense Author Rory Sutherland – GoY Sutherland ’s brilliance runs free in this min long dissertation on the power of understanding human behaviour Alchemy The Surprising Power of Ideas That Don't Alchemy The Surprising Power of Ideas That Don't Make Sense English Edition eBook Sutherland Rory de Kindle Shop Alchemy by Rory Sutherland Penguin Books Australia Alchemy The Surprising Power of Ideas That Don't Make Sense Rory Sutherland; Formats editions Tr Paperback May EBook May Hardback May Buy from Booktopia Dymocks BD Readings Angus Robertson Abbeys Boomerang Collins Fishpond Kinokuniya Robinsons The Nile View all online retailers Find local retailers The hugely anticipated first book from the TED What I learned from Alchemy The Surprising So when his new book Alchemy The Surprising Power of Ideas That Don’t Make Sense came out I jumped at the chance to read it While not obviously a book related to commodity markets macroeconomics or investing broadly the book has some inte For an ad man like myself it’s a revelation And a delightful read Sutherland is brilliant and witty

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Resting insights that I will certainly be taking on board Be an alchemist As some of you may know my background is economics but as a Alchemy The Surprising Power of Ideas That Don't Alchemy The Surprising Power of Ideas That Don't Make Sense | Sutherland Rory | ISBN | Kostenloser Versand fr alle Bcher mit Versand und Verkauf duch it Alchemy The Surprising Power of Ideas uesto articolo Alchemy The Surprising Power of Ideas That Don't Make Sense da Rory Sutherland Copertina rigida € Disponibilit immediata Spedizioni da e vendute da Super Thinking Upgrade Your Reasoning and Make Better Decisions with Mental Models da Gabriel Weinberg Copertina flessibile € Disponibilit immediata Spedizioni da e vendute da Lavorability RORY SUTHERLAND ALCHEMY The Surprising As well as writing a column for The Spectator he has published two books the latest of which Alchemy explores why placebos are so effective why logic doesn’t always pay and the surprising Excellent read