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Chapter Overview
Chapter 1: AudiobookHub Recommendation
Chapter 2: Human behavior isn’t always explainable by pure logic.
Chapter 3: Businesses should sweat the minor details.
Chapter 4: Changes in small details can shape how humans both think and act.
Chapter 5: There's no such thing as an average buyer.
Chapter 6: Powerful messages always carry a hint of absurdity.
Chapter 7: Problem-solving needs psychological insight and a multi-pronged approach.
Chapter 8: Sometimes, the most illogical ideas are actually the best.
Description
Alchemy (2018) makes a case for irrational thinking in a world enraptured by logic. Drawing on his first-hand knowledge of the advertising industry and insights from behavioral psychology, Rory Sutherland argues that the world is far too complex to be viewed through a single lens. To solve everyday problems, we must move past superficial analysis and open ourselves up to even the most seemingly nonsensical ideas – which often turn out to be very powerful. Only then can we be true alchemists.
Who Should Listen
- Advertisers and brand managers seeking to understand their customers better
- Budding innovators and business strategists looking for new ways to hatch ideas
- Creators stuck in logic overload