Alchemy The Dark Art and Curious Science of Creating Magic in Brands Business and Life Free download ↠ eBook, ePUB or Kindle PDF



10 thoughts on “Alchemy The Dark Art and Curious Science of Creating Magic in Brands Business and Life

  1. says:

    The premise of this book by an ad man is that sometimes you have to use non obvious or seemingly irrational ways to sell things to people because we don't all behave with strict rationality 'Ideas' in the title refers almost exclusive

  2. says:

    A whirlwind of hot airRory Sutherland really wants you to know how smart he is Not only that but he also wants you to know how stupid everyon

  3. says:

    A well written and witty book that explores the utility of the less rational side of Human nature The author drives home the point on the limits of living a life out of a logic textbook or any one method of decision making Life is messy most of the decisions often reuire not using rationality but heuristics satisficing the subconscious The author says in the text that people do not tell you what they think and in addition often wh

  4. says:

    Delightful read Breezy and irreverent The author talks about scenarios where a purely logical approach can lead to worse outcomes for businessHad some thought provoking points But wasn't particularly well structure

  5. says:

    I was given an advance readers copy of this bookWhile ostensibly a book for advertisers and marketers I wanted to read this because I wondered why Red Bull is so popular why some of the ads that seem so awful to me are nevertheless

  6. says:

    To be honest my rating is 45 stars but the Goodreads' system doesn't allow rating 12 starThis book first flipped

  7. says:

    This book should come with a warning for its display of sexism and white wealthy middle aged eurocentric male views If you can get past that you might find some of the ideas interestingThe acknowledges his children for their help on political correctness Well either his children did not do a good enough job or he did not listen to them

  8. says:

    Mind blowing

  9. says:

    By the means of unconventional logic and for some irrational reasons I give this book five stars Lol

  10. says:

    If you need to improve public transport service the rational option is to invest in new roads tracks vehicles stations and this will set you back tenshundreds of millions The alternative is to invest a couple of hundred gran

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Summary ✓ eBook, ePUB or Kindle PDF ✓ Rory Sutherland

Nd began taking stock of each effective yet nebulous trick ”the thing which has no name” he discovered As he rose in the advertising industry he began to understand why these things had no name no one was interested in uantifying them cataloguing them or really investigating them So he did it himselfLike classic behavioral economists Daniel Kahneman and Richard Thaler Sutherland peels away hidden often irrational human behaviors that explain how the The Dark Art PDFEPUB #192 world around us functions In How to Be an Alchemist he examines why certain ads work and the broader truths they tell us about who we are Why do people pre Delightful read Breezy and irreverent The author talks about scenarios where a purely logical approach can lead to worse outcomes for businessHad some thought provoking points But wasn t particularly well structuredMy key takeaways were1 Economic theory is an insufficient way to identify value proposition both in B2B and B2C scenarios Loss avoidance and personal status gains are a much stronger motivators than prospects for economic gains2 The way a uestion is phrased can influence the decision For instance if a waiter asks Sparkling or Bottled before serving you water at a restaurant you re unlikely to say Tap 3 A Management Consultant would define something narrowly automate or streamline it and then regard the savings as profit regardless of it s downside conseuences Be wary of narrowly defined problems4 Value is in the hearts and minds of the valuer You don t need to tinker with atomic structure to turn lead into gold You can appeal to human psychology to change perceptions5 Always remember to scent the soap Don t just sell utility sell the experience Why people use things and what thing is meant for are not necessarily the same things

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

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

Fer stripy toothpaste and how might that help us design retirement plans that young people would actually buy Why do we think orange juice is healthy and how does the same principle guide our feelings about nuclear reactors Why do budget airlines advertise services they don’t offer and what might insurance companies learn from them The Dark Art and Curious PDF or about keeping healthcare costs low Filled with startling and profound conclusions Sutherland’s The Dark Art and Curious PDF or journey through the world of advertising and its surprising lessons for human behavior is insightful brilliant eye opening and irresistibly fu Mind blowing

Summary ✓ eBook, ePUB or Kindle PDF ✓ Rory Sutherland

The legendary advertising guru Ogilvy UK’s vice chairman and Dark Art PDF #10003 star of three massively popular TED Talks blends the science of human behavior with his vast experience in the art of persuasion in this incomparable book that decodes successful branding and marketing in the vein of Freakonomics Thinking Fast and Slow and The Power of HabitWhen Rory Sutherland was a trainee working on a direct mail campaign at the famed advertising firm OgilvyOne he noticed that very small changes in design often had immense effects on Alchemy The ePUB #192 the number of consumer responses Yet no one he worked with knew why Sutherla A whirlwind of hot airRory Sutherland really wants you to know how smart he is Not only that but he also wants you to know how stupid everyone else is Consultants accountants economists stock market analysts all idiots According to Mr Sutherland only creative people like him who don t succumb to blindly following reason logic and science will be successfulThe book reminds me of that friend who keeps bragging about their fantastic stock market picks always neglecting to mention when an investment was a dud It is full of just so stories and ad hoc rationalisations of that one time where a price increase boosted sales or when reducing costs led profits to fall There is no underlying theory or falsifiable claim in the whole book and in fact the author often claims that the opposite of a good idea is also a good idea making the whole exercise pretty pointless He completely ignores the whole field of behavioural economics and writes about how sometimes people behave rationally but makes no attempt to try to specify when how or why that happens or where this insight can be reliably appliedIn between he explains why he is pro Trump because the fact that his actions are impossible to predict makes him a good negotiator why uotas for women are not useful we just need to make STEM attractive to women and why racism isn t really about the colour of people s skin but about the strance accents of POCsIt s only redeeming uality is that the book is at stretches uite enjoyable to read and Sutherland knows how to sell himself and tell a story Overall though it is hard to recommend a book that s so clearly lacking any real insight or substance