Alchemy Rory Sutherland Pdf |top| Review

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Buying a recognized brand name not because it is the absolute best, but because it guarantees a low probability of disaster. Enhancing perceived utility rather than physical utility. alchemy rory sutherland pdf

Sutherland argues that businesses are obsessed with logic, efficiency, and "hard" data. However, human beings do not function purely on logic; they function on It tastes bad, comes in a tiny can, and is highly expensive

Alchemy , by contrast, is the science of knowing what logicians don't. It is the ability to find small, seemingly foolish tweaks that yield massive, disproportionate results. Consider these famous examples highlighted by Sutherland: It tastes bad