Alchemy

The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

De: Rory Sutherland

Narrado por: Rory Sutherland

Duración: 9 h y 38 m

Resumen del Editor

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 Publishers

Absolutely Brilliant

I just ordered a hard copy for the person I have hired to help me with my website SEO & Facebook Ads. If I were to be asked right this moment who I would choose to have lunch with if I could pick anyone in the entire world, it would be Rory Sutherland. Why? Because he’s super smart and interesting and funny and just being in his company would certainly inspire me to conquer the world!

Amazing!

I enjoyed this book so much; I have annoyed everyone around me into buying a copy an start considering that magic does exist. Thank you Rory for giving the world another argument for magic talk!

Rory is a bright thinker and clever storyteller

He makes a a case to follow the psycho-logical thinking rather than logical thinking when approaching business. his examples are clearly punctuated. If you bring a scientific skepticism to the book you will be disappointed. That's because his proclamations are not validated by multiple research teams. Which is why you should read this book. Human beings operate with magical thinking and speak with rational thought. Rory makes his case that to drive success any business must make room for this kind of alchemy.

A Delightful Read

Loved the voice, wisdom and the examples. Enjoyed it thoroughly .. It made me think much better.. it gave me tools and frameworks with the help of which I don’t become the patsy in the games others play.. it kinda changes you .. it’s subtle and profound at the same time ..

Decent

Overall a decent book. There are a few gems here, but it feels disorganized and like we are leading up to a big finale that lets you down. I didn't like his accent either. I listen to all audiobooks at 2x speed and with his accent, it's hard to understand at times. 5/10. Not bad, not great.

Fascinating and funny!

Great for starting discussions and getting you to think outside the box. My boyfriend and I loved it.

Brilliant!

Great audible, the best so far I listened to. Rory makes it fun and conversational and provides great examples to support arguments about how imaginative yet ‘illogical’ ideas are the ones humanity should be pursuing/testing more of.

Master thinker speaks his treatise entertainingly

One of the most l enjoyable way to learn about behavioral economics and how it applies to so many things in life.

Awesome presentation of Alchemy

This book does a great job painting a picture of how to create magic in your business. Fantastic read.

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.