Discover the secret power of irrational thinking to create magic in branding, business, and life with Alchemy, the breakthrough book from advertising legend Rory Sutherland. Based on thirty years of field work, this book reveals why abandoning logic and casting aside rationality is the best way to solve complex problems.

As seen on The Diary of a CEO Podcast, Rory Sutherland, an Ogilvy advertising icon and TED Talk superstar, blends cutting-edge behavioural science with true stories to show how unconventional thinking can lead to brilliant solutions in business and society.

• Explores why humans are fundamentally irrational and how to leverage this for success in branding and decision-making.
• Reveals unconventional secrets to human decision-making drawn from decades of experience.
• Demonstrates how better “branding” can promote social aims like improving public health or encouraging career pursuits.
• Blends behavioural science with real-world examples to illustrate how to think less logically to solve problems.
• Written by advertising icon Rory Sutherland.

Sutherland dissects human spending behavior and explores surprising lessons, including what honeybees can teach about sustainable business, how budget airlines can inform marketing for health-care systems, and the value of being vaguely right over precisely wrong.

• Author: Rory Sutherland
• Binding: Paperback
• Edition: 1st Edition
• Language: English
• Publication Date: May 13, 2021
• Print Length: 384 pages
• ISBN-10: 0753556529
• ISBN-13: 978-0753556528
• Dimensions: 127 x 23 x 197mm
• Weight: 263g

To be brilliant, you have to be irrational. This book provides the framework to turn you into an idea alchemist, offering actionable insights for anyone looking to solve problems creatively in business or life.