Alchemy
The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
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Narrated by:
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Rory Sutherland
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By:
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Rory Sutherland
About this listen
HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.
"A breakthrough book. Wonderfully applicable to about everything in life." —Nassim Nicholas Taleb, author of The Black Swan
“Veins of wisdom emerge regularly and brilliantly from these pages. Don't miss this book.” —Robert B. Cialdini, author of Influence
Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.
Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others.
Heralded as “one of the leading minds in the world of branding” by NPR, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in this audio) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places:
What can honey bees teach us about creating a sustainable business?
How could budget airlines show us how to market a healthcare system?
Why is it better to be vaguely right than precisely wrong?
What might soccer penalty kicks teach us about the dangers of risk-aversion?
Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech.
Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.
©2019 Rory Sutherland (P)2019 HarperCollins PublishersListeners also enjoyed...
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In this groundbreaking work, Tim Harford shows us a new and inspiring approach to solving the most pressing problems in our lives. Harford argues that today’s challenges simply cannot be tackled with ready-made solutions and expert opinions; the world has become far too unpredictable and profoundly complex. Instead, we must adapt. Deftly weaving together psychology, evolutionary biology, anthropology, physics, and economics, along with compelling stories of hard-won lessons learned in the field, Harford makes a passionate case for the importance of adaptive trial-and-error....
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Hidden Agenda
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By: Tim Harford
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Focus
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We all want to experience pleasure and avoid pain. But there are really two kinds of pleasure and pain that motivate everything we do. If you are promotion-focused, you want to advance and avoid missed opportunities. If you are prevention-focused, you want to minimize losses and keep things working. And as Tory Higgins has found in his groundbreaking research, if you understand how people focus, you have the power to motivate yourself and everyone around you.
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Pain / Pleasure
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Many scientific and philosophical ideas are so powerful that they can be applied to our lives at home, work, and school to help us think smarter and more effectively about our behavior and the world around us. Surprisingly, many of these ideas remain unknown to most of us. In Mindware, the world-renowned psychologist Richard Nisbett presents these ideas in clear and accessible detail, offering a tool kit for better thinking and wiser decisions.
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Sound scientific advice on how to live your life
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The inspirational best seller that ignited a movement and asked us to find our why. Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time - with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the why of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.
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Useless Dribble
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Richard Koch has made a career out of spotting "Star businesses" - and has made millions from them. Star businesses are ventures operating in a high-growth sector - and are the leaders of their niche in the market. Stars are rare. But with the help of this book and a little patience, you can find one - or create one yourself.This is a vital book for any budding entrepreneur or investor (of grand or modest means).
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Makes perfect sense
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A fascinating guided tour of the complex, fast-moving, and influential world of algorithms - what they are, why they’re such powerful predictors of human behavior, and where they’re headed next. Algorithms exert an extraordinary level of influence on our everyday lives - from dating websites and financial trading floors, through to online retailing and internet searches - Google's search algorithm is now a more closely guarded commercial secret than the recipe for Coca-Cola.
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Not about algorithms. Not an original book.
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The Mind of the Market will change the way we think about the economics of everyday life. Drawing on research from neuroeconomics, Michael Shermer explores what brain scans reveal about bargaining, snap purchases, and how trust is established in business. Utilizing experiments in behavioral economics, Shermer shows why people hang on to losing stocks and failing companies, why business negotiations often disintegrate into emotional tit-for-tat disputes, and why money does not make us happy.
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Good ideas overshadowed by obnoxious polemics
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How important is luck in economic success? No question more reliably divides conservatives from liberals. As conservatives correctly observe, people who amass great fortunes are almost always talented and hardworking. But liberals are also correct to note that countless others have those same qualities yet never earn much. In recent years, social scientists have discovered that chance plays a much larger role in important life outcomes than most people imagine.
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Not what is advertised
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Power and Prediction
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In their bestselling first book, Prediction Machines, eminent economists Ajay Agrawal, Joshua Gans, and Avi Goldfarb explained the simple yet game-changing economics of AI. Now, in Power and Prediction, they go deeper, examining the most basic unit of analysis: the decision. The authors explain that the two key decision-making ingredients are prediction and judgment, and we perform both together in our minds, often without realizing it.
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Inspire system thinking with informative examples
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Wanting
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Gravity affects every aspect of our physical being, but there’s a psychological force just as powerful - yet almost nobody has heard of it. It’s responsible for bringing groups of people together and pulling them apart, making certain goals attractive to some and not to others, and fueling cycles of anxiety and conflict. In Wanting, Luke Burgis draws on the work of French polymath René Girard to bring this hidden force to light and reveals how it shapes our lives and societies.
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One of the most important books you'll ever read
- By chris boutte on 06-14-21
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What listeners say about Alchemy
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Kindle Customer
- 11-07-19
Modern Business Magic
Love Sutherland's voice and enthusiasm, which comes through strongly in this book. He also combines the latest in behavioral science with what he knows as a practitioner through 30+ years in advertising.
Sutherland challenges the over-rational mindset in a compelling way while backing his claims with strong science.
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- Amazon Customer
- 09-09-19
Logic + Great Concept
Rory takes us on a logical review of logic and convinces us that sometimes there is more than logic to solve problems creatively and efficiently.
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- Soon Parted
- 05-29-20
If A Tree Falls in the Forest
Read by the author with proper inflection and enthusiasm, Alchemy will keep your attention as he covers subjects in chapters with short examples from real life and scientific insights. Sutherland covered the spectrum of alchemy regarding illusion and misdirection of focus.
The art of alchemy is based on science but each person is developed or, the neuroplasticity from which we developed causes each of us to develop uniquely and yet universal averages allow the art of allusions to elude our illusions like cattle to the yard. It doesn't change lead to gold, it tricks the observer into believing so.
Come learn how you came to those decisions you regretted or why that gorgeous arm candy is with...'him'. It's in the eye of the beholder. Does the tree make a sound? Not without the observer. Everything relies on a perception and if you're not observing definitions like 'tree', 'forest' and 'sound' simply don't exist.
Enjoyable book to listen, i recommend download at least the sample ebook to get the TOC. Without the table these contents would sound disjointed and we're here to organize the misunderstood.
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- Zack
- 12-31-19
Laughter is no Enemy to Learning
In Alchemy, Rory Sutherland becomes our quick-witted and lovable guide into the mysterious realm of behavioral economics. He will have you laughing as much as you are learning and you will find the journey coming to an end far too soon. The explanatory power of this book is baffling, and the humor is cutting and quick. Being narrated by the author makes it all the better as Rory's intonation increases the effectiveness of the delivery. Download this book and settle in for a wonderful listen.
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- Kareem Belgharbi
- 03-01-21
Probably the best nonfiction book I've ever read
This book explains in 3 minutes what others take entire hours and chapters to explain. It's an excellent work on non-conformist, creative thinking and human behavior.
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- Adam Stockman
- 11-11-21
TLDR; An open mind fetches creative alternatives
Excellent book. Full of excellent examples of thinking outside the box to find creative and affordable solutions that have greater impact but are less conventional.
Have a listen. His voice is very pleasant to boot.
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- Jason
- 05-30-22
one of the greatest psychology books of all time
one of the greatest psychology books of all time. timeless wisdom. deserves multiple reads. stop forcing minimum word counts for reviews audible
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- Yoni Shtein
- 08-25-23
Beautifully told and insightfully relevant
One of my favorite business psychology books told by the author in a compelling and cheeky approach. Highly relevant to business and consumer psychology practitioners.
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- Thomas
- 02-03-24
So much common sense
I wish there was a summary of all the clever lessons. I’ll look on the internet
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- William Warren
- 03-31-24
Incredibly informative. Entertaining. Hilarious.
I loved this book. Bought a physical copy as well so I could re-read and take my time. One of the most fascinating reads in a long time.
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