Sutherland posits that while logic is safe and defensible, it is also a "straightjacket" that leads everyone to the same conclusions.
Alchemy: The Surprising Power of Ideas That Don't Make Sense Alchemy Rory Sutherland Pdf
When you download or read the , you are accessing a guide on how to transmute base metals into gold—but in a business context. Sutherland posits that while logic is safe and
For those hunting for the to skip to the good parts, here are the five most powerful psychological spells he lays out: Consumer Behavior Lab Key Sections and Rules ,
: Readers are invited to trust creative intuition and "mischief-making" over rigid focus groups and optimization models. Consumer Behavior Lab Key Sections and Rules
, argues that our obsession with logic actually limits our ability to solve problems.
Sutherland claims the most powerful person in a corporation isn't the CEO; it's the CEO's secretary. Why? Because she holds the social logistics —knowing who to invite to lunch, when to delay a meeting, and how to frame a message. Logic ignores social capital at its peril.