Alchemy

Description

In Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, Rory Sutherland reveals the surprising power of ideas that defy logic. Why does a small change in perception sometimes outweigh a massive investment? How can something seemingly irrational spark extraordinary results in business, branding, and everyday life? Packed with clever stories and counterintuitive insights, Alchemy exposes the hidden rules that drive human behavior—and shows how noticing them can create unexpected magic. For anyone curious about why people really act the way they do, this book is an invitation to see the world differently.