Alchemy

Description

Random House introduces the audiobook version of « Alchemy: The Astonishing Influence of Unconventional Ideas, » authored by Rory Sutherland.

To achieve brilliance, one must embrace irrationality.

Have you ever wondered why Red Bull remains incredibly popular despite its divisive taste? Or why those platform countdown boards ease the frustration of train delays? And why we gravitate towards striped toothpaste?

We often consider ourselves to be rational beings. Economics and business often hinge on the belief that our decisions are rooted in logic and evidence.

However, the truth is quite the opposite.

In many significant aspects of our lives, rationality plays only a minor role. Instead, we are propelled by unconscious desires, which is why placebos can be remarkably effective. We are naturally drawn to the captivating, the extravagant, and the eccentric – from extravagant wedding invitations to minuscule bottles of the latest fragrance. To influence people’s choices effectively, you need to circumvent reason. The most impactful ideas defy rationality; they evoke emotions more than they provoke thoughts.

Rory Sutherland, the legendary figure in Ogilvy advertising, whose TED Talks have garnered nearly seven million views, embarks on a mission in his first book. He skillfully combines cutting-edge behavioral science, astonishing anecdotes, and a touch of branding sorcery, aiming to transform all of us into masters of innovative thinking.