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Alchemy: The Surprising Power of Ideas That Don't Make Sense

Alchemy: The Surprising Power of Ideas That Don't Make Sense

Rs 899 Rs 960 -6%
Product Model: CM_NIB_20
Reward Points: 9
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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 inv...

Item specifics

  • Author Rory Sutherland
  • ISBN 0753556502
  • Language English
  • Pages 384 pages
  • Publisher WH Allen
  • Book Name Alchemy
  • Dimension 16.2 x 2.7 x 22.2 cm
  • Publication date 9 May, 2019

Product Description

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 7 million times. In his first book he blends cutting-edge behavioral science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

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