ALCHEMY

A breakthrough book Wonderfully applicable to everything in life and funny as hell Nassim Nicholas Taleb 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 Discover the alchemy behind original thinking as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem 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 He shows how economists businesses and governments have got it all wrong we are not rational creatures who make logical decisions based on evidence Instead the big problems we face every day whether as an individual or in society could very well be solved by thinking less logically To be brilliant you have to be irrational