Alchemy: The Dark Art and Curious Science of Making Magic in Brands, Business, and Life by Rory Sutherland unlocks the strange secrets of why people buy, choose, and believe.
Drawing on decades of work at Ogilvy, Sutherland unveils that success in marketing and innovation is likely to come not from logic, but from an appreciation of irrationality and human emotion.
Through witty stories and real-world case studies on brands like AmEx and Microsoft, he illustrates how psychology and creativity can beat data and logic.
Combining behavioral science with humor and wisdom, Alchemy breaks the rules of traditional business thinking, arguing that magic happens when we move beyond data and spreadsheets.
Sutherland demonstrates how decisions are shaped by hidden perceptions, symbols, and context, offering a new perspective for marketers, entrepreneurs, and makers seeking to create genuine influence and lasting impact.
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