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Alchemy – Rory Sutherland

Alchemy (2018) makes a case for irrational thinking in a world enraptured by logic. Drawing on... View more

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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.

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