Alchemy

Book summary

Rory Sutherland is a British advertising executive, author, and behavioral economics advocate. He is best known for his work in the field of advertising and marketing and is the Vice Chairman of Ogilvy UK, one of the world's leading advertising agencies.

We heavily rely on logical thinking, and surely it’s effective in solving problems concerning natural sciences. Nevertheless, reason does not always govern human behavior. Logically impossible issues need a unique approach to resolve, so we must free ourselves of rational constraints and consider absurd ideas to find practical solutions. Don’t hesitate to ask stupid questions! People avoid saying absurd things that pass through their minds to maintain an air of intelligence at all times. There are times, however, when playing around is necessary to come to an intelligent conclusion. Don’t forget, if such a logical solution existed, you would have already identified it.

"If you stand and stare out of the window on your own, you're an antisocial, friendless idiot. If you stand and stare out of the window on your own with a cigarette, you're a fucking philosopher.”

“It is much easier to be fired for being illogical than it is for being unimaginative.”

“Not everything that makes sense works, and not everything that works makes sense.”

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