Alchemy Rory Sutherland Pdf

Don't be afraid to propose solutions that sound absurd on paper. The breakthrough ideas are almost always hiding in the territory that logic has preemptively dismissed.

Rory Sutherland’s Alchemy is an essential corrective to our data-driven, hyper-rational culture. It reminds us that while logic is a fantastic tool for open-source engineering or accounting, it is an incredibly poor tool for understanding the beautifully messy, irrational, and emotional creatures that we call humans. alchemy rory sutherland pdf

A $5 coffee is a ripoff at a gas station but a "cheap luxury" at a high-end hotel. The product didn't change, but the context did. Don't be afraid to propose solutions that sound