Alchemy
The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
An Ogilvy advertising veteran argues that human behaviour runs on psychological logic, and that changing how something feels often beats changing what it is.
Rory Sutherland, vice chairman of Ogilvy in the UK, spent decades watching small changes in framing outperform expensive improvements in product. Alchemy collects those lessons into a case against treating people as purely rational buyers. He calls the hidden rules psycho-logic and shows them at work in pricing, packaging, trains, hotel lobbies and public policy, arguing that the most valuable ideas often look illogical at first and are cheap to test.
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