Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life — Rory Sutherland | Paperback

The alchemists were not wrong. They were just working in the wrong medium.

Rory Sutherland — Vice Chairman of Ogilvy, behavioral economist, and one of the most original thinkers in modern business — argues that the most powerful transformations in human life are not logical. They are alchemical. The things that move people, sell products, build loyalty, and change behavior operate by a different set of rules entirely: rules that look like magic to the rational mind, but are in fact a rigorous, learnable science.

Alchemy is a book about why the irrational works, why logic so often fails, and how to create disproportionate value by understanding what people actually respond to — as opposed to what they say they do. Witty, erudite, and genuinely subversive. A different kind of Great Work.

Author: Rory Sutherland
Format: Paperback, 384 pages, illustrated
Dimensions: 9 × 5.9 × 1 in
Published: January 26, 2021

The formula for gold has never been what you think it is.