AlchemyAlchemy
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Alchemy

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Rory Sutherland

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.

hashtagpsychology
hashtagsocial-life
hashtagentrepreneurship
hashtageconomy
hashtagdesign
clock10 min
bite5 Bites
target5 Insight

What's it about?

Alchemy stresses the importance of irrationality in an era dominated by logic. By combining his professional experience in the advertising industry and research findings from behavioral psychology, Rory Sutherland suggests that human behavior cannot be understood from a single point of view. In order to find solutions to everyday problems, we must go beyond superficial analysis and consider new ideas, no matter how illogical they seem. A true alchemist can only emerge from this process.

Book summary

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.

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It's not always possible to understand how people behave through logic.

1
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Don't let little things get in the way of doing business.

2
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A change in the tiniest detail can significantly affect a person's thinking and behavior.

3
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It's impossible to define an average customer.

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An absurd element is always present in effective messages.

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