Alchemy
The Surprising Power of Ideas That Don't Make Sense
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Alchemy
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Narrated by:
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Rory Sutherland
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By:
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Rory Sutherland
About this listen
Random House presents the audiobook edition of Alchemy: The Surprising Power of Ideas That Don't Make Sense, written by Rory Sutherland.
To be brilliant, you have to be irrational.
Why is Red Bull so popular - even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?
We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.
But we aren’t, and we don’t.
In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd - from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.
Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly seven million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists.
©2019 Rory Sutherland (P)2019 Random House AudiobooksListeners also enjoyed...
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What listeners say about Alchemy
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Overall5 out of 5 stars
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- Joshua
- 30-05-21
Mind expanding!
Amazing!! One of the best books of the 21st century. Rory understoods the lived human experience and makes it clear to the reader.
I now question my own manipulation by other people, apply it to myself to get to do think I want to do, and to use it to make my work more appealing to others.
Finally, it is also a 101 in thinking outside the box, not just for human psychology or advertising, but in all domains. Thanks Rory!
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- A Young Pro
- 09-07-19
Well well well
I have to say that I first found out about Rory Sutherland from his excellent TED talk.
The basic idea can be distilled to "why try breaking physics to make a train journey shorter when you can just make it more comfortable for the same price"
Basically the problem with a lot of businesses is that they are following an axiomatic believe that their logic will explain anything. Mr Sutherland points out that many of their axioms are wrong and that post rationalisations Don't allow them to discover new methods.
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- Gerry clocherty
- 08-11-20
Alchemy Review
Excellent book, will listen to it again as many great points are presented in a very straightforward way.
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Overall4 out of 5 stars
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- Mr. Christen J. Forster
- 25-01-20
Great and relevant story telling
The science provides the backdrop, but the stage is real life. Rory Sutherland gives a positive heart to something others would exploit cynically with stories about the benefits of being predictably irrational.
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- Kindle Customer
- 21-02-22
Thought provoking
I loved every minute of it.
The concept of irrational thinking and the science behind behaviour is interesting.This book is a good read.
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- Mr. G. M. Bshop
- 29-03-23
A relaxed and enjoyable listen that is also inspiring, informative and is meticulously constructed case for Alchemy
Wonderfully paced so as to be a good listen this gem of a read has beautifully crafted chapters laden with stories and examples.
I have read, studied and worked in this field for 25 years and I learnt things all the way through.
This book should be compulsory reading for educators policymakers and business folk alike.
I can’t recommend it more highly
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- Mr S
- 07-11-23
Out of the box thinking
A great book that makes you think outside the box. Very interesting, engaging and easy to read/listen.
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- Luca Muca
- 06-06-24
Brilliantly Insightful & Inspiring
This is by far the best book that I have listened to in a long time.
I have been listening regularly to audiobooks on audible for a few years now and I find that each book is around 70 to 80% fodder at least followed by 20 to 30% useful content. I can honestly say that alchemy is the opposite.
It really has led me down a rabbit hole of deep thought on a lot of topics, with insightful observations that are backed up nearly always by solid data and industry examples.
I find Rory a pleasure to listen to also and he genuinely seems like a lovely guy, which isn't necessary, but does make you want to agree more with his rguments. I also enjoy his podcast snippets and tiktok which is what made me look for his books online in the first place.
I can highly recommend this book for anyone interested in business growth, marketing, advertising, and behavioral psychology. what a great find! five stars 🌟🌟🌟🌟🌟
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- CloudG24
- 16-03-24
Really interesting and great narrator
Like listening to your Dad passing on his words of wisdom, but it actually being interesting.
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- Mr J A W T Kent
- 29-08-22
Great perspectives!
Rory is really engaging, I like his perspectives and his approach - check this book out if you're in marketing!
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