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

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This book changed my way of thinking, and I would like to share 11 rules with you, which can help you make better decisions and life choices.

In his Part 1, On the Uses and Abuses of Reason, bold title of a subsection states "How You Ask the Question Affects the Answer". Unfortunately, the book is just far too many chapters that take as a jumping-off point some permutation of "think differently" and then provide several examples of times when that worked. Rory Sutherland suggests that what he and his team do at Ogilvy is the ‘science of knowing what economists are wrong about’.Despite there being hundreds of thousands printed, there was a perception of rarity because so many more of the other cards were out there in the market. with "Because they are hungry" and would not think about any other reasons, just as an economist would design a chair only to support weight and not to be comfortable, because economists apparently don't want either to sell chairs or to sit in them.

You might think that people instinctively want to make the best decision, but there is a stronger force that animates business decision-making: the desire to not get fired or blamed.The widespread adoption of soap hundreds of years ago fostered all the benefits of public hygiene and cleanliness but at the individual level it was adopted by people because it made them smell nice. An average book that could’ve been so much more had Sutherland been more patient and his editor willing to work with it.

Filled with startling and profound conclusions, Sutherland’s journey through the world of advertising and its surprising lessons for human behavior is insightful, brilliant, eye-opening, and irresistibly fun. The train already benefited from less stages of “dicking around” but introduce wi-fi, add desks, even get all the world’s top supermodels to walk up and down the aisles handing out free Château Pétrus, and the train company would save money and passengers may even ask for the trains to be slowed down.Churchgoers are more likely to be married, less likely to be divorced or single and more likely to manifest high levels of satisfaction in their marriage. Give people a reason and they may not supply the behaviour, but give them a behaviour and they'll have no problem supplying the reason themselves.