Rory Sutherland

Alchemy

  • Alchemy

  • ‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb


    Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?

    Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem.

    In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.

Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator’s ‘Wiki Man’ column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011, and his first book Alchemy was published in 2019.

Our Use of Cookies

We use cookies on this site to enable certain parts of the site to function and to collect information about your use of the site so that we can improve our visitors’ experience. For more on our cookies and changing your settings click here

Our Use of Cookies

We use cookies on this site to enable certain parts of the site to function and to collect information about your use of the site so that we can improve our visitors’ experience.

For more on our cookies and changing your settings click here

Strictly Necessary

Strictly Necessary cookies enable core functionality such as security, network management, and accessibility. You may disable these by changing your browser settings, but this may affect how the website functions. See More.

Analytics

Analytics cookies help us to improve our website by collecting and reporting information on how you use it. These cookies may be set by us or by third-party providers whose services we have added to our pages. See More.

Preferences & Features

Preference and Feature cookies allow our website to remember choices you make, such as your language preferences and any customisations you make to pages on our website during your visit. See More.

Targeting / Advertising

Targeting cookies are used to make advertising messages more relevant to you and your interests. They perform functions like preventing the same content from reappearing, ensuring ads are displayed and, in some cases, selecting content based on your interests. See More.