HOW DOES MAGIC HAPPEN?The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas."Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." —Entrepreneur ("Best Books of the Year")Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy. Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book byOgilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others. Heralded as “one of the leading minds in the world of branding” by NPR and "the don of modern advertising" by The Times, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places:What can honey bees teach us about creating a sustainable business?How could budget airlines show us how to market a healthcare system?Why is it better to be vaguely right than precisely wrong?What might soccer penalty kicks teach us about the dangers of risk-aversion?Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.
Details e-book Alchemy
🗸 Author(s): Rory Sutherland
🗸 Title: Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
🗸 Rating : 4.6 from 5 stars (502 reviews)
🗸 Languange: English
🗸 Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
🗸 Supported Devices: Android, iOS, PC and Amazon Kindle
Readers' opinions about Alchemy by Rory Sutherland
Discover the untold stories of women who have shaped history with this illuminating collection of biographies. From pioneering scientists to revolutionary activists, each chapter shines a light on the remarkable achievements of women throughout the ages. With its inspiring tales of courage and resilience, this book is a celebration of female empowerment and achievement.
This beautifully illustrated cookbook is a culinary journey around the world, showcasing a diverse array of delicious recipes from every corner of the globe. From exotic street food to traditional home-cooked meals, each dish is a celebration of the rich tapestry of global cuisine. With its mouthwatering photographs and easy-to-follow recipes, this book is a must-have for any aspiring chef.
This captivating novel weaves together history and romance in a sweeping saga of love and loss set against the backdrop of war-torn Europe. As the world is torn apart by conflict, the lives of the protagonists are forever changed by the tumultuous events of the time. With its vivid imagery and poignant storytelling, this book is a moving tribute to the resilience of the human spirit.
Related ebooks of Alchemy
Lonely Planet Pocket London 7 (Pocket Guide)
Lonely Planet's Pocket London is your guide to the city’s best experiences and local life - neighbourhood by neighbourhood. Explore modern museums and galleries, rise over the city on the London Eye, and shop until you drop on Regent Street; all with your trusted travel companion. Uncover the best of London and make the most of your trip!Inside Lonely Planet's Pocket London: Up-to-date information - all businesses were rechecked before publication to ensure they are…
The Infiltrator: The True Story of One Man Against the Bi...
The electrifying true story of Robert Mazur's life as an undercover agent who infiltrated one of the world's largest drug cartels by posing as a high-level money launderer -- the inspiration for the major motion picture The Infiltrator. Robert Mazur spent years undercover infiltrating the Medellín Cartel's criminal hierarchy. The dirty bankers and businessmen he befriended -- some of whom still shape power across the globe -- knew him as Bob Musella, a wealthy, mob-connected…
Spark (19) (Steel Brothers Saga)
He’ll do anything for his family… Donovan “Donny” Steel is on a partnership track with a major Denver law firm. He loves his city career and his luxurious downtown loft, and life is going just how he planned it…until his mother, the city attorney for his hometown of Snow Creek, Colorado, asks him to move back and work for her when her assistant retires. Mom asks? Donny goes. Because he’ll do anything for the family…
The Unofficial Starbucks Cookbook in Less Than 5 minutes:...
If you want to learn how to make up to 50 of your favorite Starbucks drinks in less than 5 minutes and SAVE your time and money read on...Do you overspend on beverages because you don't have the time to make them yourself?Do you miss your favorite holiday drinks when they are out of season?Does the thought of preparing your own drinks seem overwhelming or intimidating?Do you hate waiting in lines?If you answered yes to…
The Tiny But Mighty Farm: Cultivating High Yields, Community, and Self-Sufficiency from a Home Farm – Start growing food today – Meet the best … yourself, your family, and your neighbors When Twilight Breaks: A World War 2 Spy Fiction Book and Inspirational Christian Romance Kali Linux Penetration Testing Bible Recipes for Your Perfectly Imperfect Life: Everyday Ways to Live and Eat for Health, Healing, and Happiness Marlena: A Novel Bookworm: A Novel The Secret Midwife Daughters of the Occupation: A Novel of WWII What Your ADHD Child Wishes You Knew: Working Together to Empower Kids for Success in School and Life Shadows of Foxworth (11) (Dollanganger)
