Alchemy

The Surprising Power of Ideas That Don't Make Sense

by Rory Sutherland

HardcoverFirst published 2019Marketing★★★★★ 3.5 (2 reviews)

Why read it

A witty case for ideas that sound illogical but work. Great for anyone who has watched a tiny change in wording beat a big new feature.

Key ideas

1. How something is perceived can matter as much as how good it objectively is.
2. Solutions that look perfectly rational often ignore how people actually feel and behave.
3. Small, cheap psychological fixes can beat expensive engineering.