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Alchemy

The Surprising Power of Ideas That Don't Make Sense
Narrated by: Rory Sutherland
Length: 9 hrs and 38 mins
5 out of 5 stars (330 ratings)

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Summary

Random House presents the audiobook edition of Alchemy: The Surprising Power of Ideas That Don't Make Sense, written by Rory Sutherland.

To be brilliant, you have to be irrational.

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.

In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. 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 seven million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists.

©2019 Rory Sutherland (P)2019 Random House Audiobooks

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Solid gold

Best book I’ve read for a long time. Rory in his unique charming and witty way shares brilliant stories, insights, and ideas on how we can all solve problems and come up with better ideas if we just look at the world in a different way. Super smart, very entertaining and easy to read. Marvellous.

4 people found this helpful

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Flowers are just weeds with a larger advertising budget

This book is unexpectedly hilarious. If you like the psychology behind marketing strategies, you’ll love this. It’s easily digestible and doesn’t contain any waffle.

There’s an abundance of genuinely perspective changing ideas, and it’s peppered with humour that catches you off guard and makes you ugly laugh.


A few of my favourite parts:
* When caterpillars don’t use camouflage and instead are brightly coloured, it’s a power move, as it makes the predator question “if it’s not trying to hide, it’s probably for a reason. Probably shouldn’t eat it”

* Manual car drivers control the gearbox, but automatic car drivers seduce it. You can prevent an automatic car from shifting down gears on a hill by slowly releasing the accelerator, in the same way the only way to control your sleep is to lower the light in the room, minimise noise and lay down.

I keep doing unnecessary errands as an excuse to keep listening. So far I’ve, done all the washing, deep cleaned the fridge and reorganised the silverware drawer.

3 people found this helpful

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Superb

If you’ve ever wondered why your ideas don’t work in business (or life even), this is likely to explain why. It gives hope for entrepreneurs to create their own magic without a boardroom killing their ideas – and it’s a challenge to fusty, rational corporates to change how they approach business problems.

I liked this book so much that I recommended it to a random stranger on the train this morning who coincidentally was reading a book on nudge theory. That’s quite an uncomfortable thing for a Brit to do in a public place, so hopefully, that shows you why it’s a worth a buy.

3 people found this helpful

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Best book i've read this year

Cannot recommend highly enough! I read a lot of books on this topic. Rory is insightful, the book is interesting and relevant and everything is applied and real rather than being abstract and theoretical. Loved every page! Oh and fantastic sense of humour too! When he talks about his wife putting dozens of pillows on the bed nd dropping the F bomb haha

Rory thanks for this book. I hope you read this review and feel proud of your output and i do hope you will publish more. I will pre order anything you release next!

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Most excellent book!

I loved this book. It is one of those rare reads that makes you immediately feel more intelligent! Particularly interesting to get an insight into how the psychology of advertising works and to hear the thoughts of someone who genuinely thinks differently! Brilliant

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Interesting but padded out

Well written and well read by the author, but there's a lot of padding to get a relatively simple message up to book length. the basic premises are all pretty standard behavioural economics, and perpetuates the fashion in that sub branch of economics of pretending indignance that 'classical economists' believe their models are literally true. They don't; they're not idiots, their models are only designed to model things at a high level of resolution. There's nothing special about suddenly taking psychological factors into consideration, except that the people who do so have a brief to do so, whereas others have that of positing a rule that's right more often than not.

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Fantastic

Insanely entertaining and very informative. I need more Rory Sutherland - cracking narrator.

Listen right now.

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Fantastic way if thinking.

It is a fantastic book that makes you look at the world in a new light.

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Great and relevant story telling

The science provides the backdrop, but the stage is real life. Rory Sutherland gives a positive heart to something others would exploit cynically with stories about the benefits of being predictably irrational.

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Plenty of food for thought

Enjoyable and stimulating topics throughout, delivered with an altogether dynamic variance of topics that will challenge rational and ubiquitous thinking.... its alchemy after all!

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  • Tom
  • 10-03-20

Simply incredible

I read a lot of business psychology books and this may be my favourite. All I can say is that when I get older I hope to be Rory.

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  • meggy
  • 09-01-20

no pdf accompanying the audio book

this is a really interesting book. Rory narrates it beautifully. however the audio book doesnt come with the accompanying pdf , so one cannot refer to the graph which is described with the 4 quadrants of things that dont make sense and work and things that work that do make sense. It really is a disservice to the listener.

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  • Amazon Customer
  • 28-12-19

The author’s reading brings life to a great book.

I’d recommend this book.

Many illuminating gems. I’ll even steal some!

I would if I had my “druthers” I would seek a small condensing of some of the chapters.

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  • Wes Oudshoorn
  • 18-12-19

great listen, great ideas

After I've seen Rory talk at a small conference many years ago, I have been a fan of his way of thinking. As a digital product manager, some new ideas opened up to me; I feel inspired to try things that are more alchemy than science.

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  • Steve Podmore
  • 12-05-19

Simply stunning - by the horse whisperers horse whisperer!

I first met Rory back in 2010, I think at the in house bar at Ogilvy Canary Wharf, when I’d been gifted the use of offices there to work on a project to create a sustainable development bank... Since then I have had the privilege to meet this giant of a thinker from time to time to discuss the merits and methods of changing the world using financial innovation and behavioural psychology. In Alchemy, Rory distills the thinking that many will have been wowed by in his highly successful Ted or other talks, and illuminates how the forces that drive our world and our lives are so rarely the result of chance - but rather the subtle nudges of those who have something in mind for us. Like the skilled shepherd whistling his dog, or the horse whisperer communicating in ways so subtle they are barely perceptible, Rory’s insights help one see what is behind the minds, tools and techniques of those pulling our strings - giving us mere mortals at least a chance of resisting or pulling a string or two of our own!!! Highly recommended.