Alchemy: The Surprising Power of Ideas that Don’t Make Sense
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?
We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence. But we aren’t, and we don’t. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So, if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.
Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times and is a Kilkenomics regular and favourite.