Sunderland posits that context is more important as an individual that is a champion in backgammon will have more qualities than someone who has all the right qualifications.Stunning book. It seems counter intuitive to us that if we give employees more vacation time that they will in fact be more productive at work, that charity donations are increased by the quality and orientation of the envelope provided, people would rather enter a prize draw for a penguin light than for money, that people would vote for Brexit and Trump etc. Veins of wisdom emerge regularly and brilliantly from these pages. ('Ideas' in the title refers almost exclusively to making and selling products, and occasionally to selling behaviour changes.) it seems you've already subscribed to this newsletter. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011, and his first book Alchemy was published in 2019.For more books and insights from our authors to inspire personal and professional growth By signing up, I confirm that I'm over 16. This book provides an interesting new narrative to the application of behavioral economics and psychology. Many of the neoclassical models that we seem to be obsessed with applying to social/business problems don't include an understanding of the classical political philosophical origins from which they derive. Sunderland suggests reframing is another way to influence people’s decision making; naming it student loans sounds much better than graduate tax or giving a breakdown of where your council tax goes, e.g. Alchemy: The Surprising Power of Ideas That Don't Make Sense - Kindle edition by Sutherland, Rory. Thomas Erikson, author of Surrounded By Idiots, distinguishes four main personality types: Red, Yellow, Green and Blue. The author drives home the point on the limits of living a life out of a logic textbook or any one method of decision making. His examples are from our daily usage, connects so easily and at the same time insightful and valuable to any marketer. Life largely revolves around the former, rarely around the latter.
Question assumptions, ask silly questions, and remember that people (mostly) aren't Homo Econominus.An insightful and very surprising book about marketing and how not everything can be solved with logic. One might be because no one was clever enough to ask it. The human mind dislikes uncertainty and this is why we hate waiting for engineers and trains; digital display boards that inform us we have to wait for 8 minutes feels better than simply waiting for 8 minutes.

So if you want to influence people’s choices you have to bypass reason.

It depends on what we Nature engages in quite a lot of what seems like pointless and ineffective display. People question the logic of going to church, due to dogmatic and delusional beliefs, yet it works to reduce social problems such as poverty, mental health issues, loneliness, suicide, substance abuse and improves marital satisfaction; thus supporting an alchemy where we accept illogic for the greater outcome. It's main point was to provide a counter narrative to our fetishism of 'logical' economic models. You send out an expensive or elaborate invitation, and you make your vows in front of everyone you know.As Niels Bohr (Danish physicist, philosopher and Nobel Laureate) apparently once told Einstein, ‘You are not thinking; you are merely being logical.’ Once you’ve devised what seems like a logical schema for problem solving, you’ve created something which is based on very simple physics and maths – something which will always give you a single right answer. 4.5 out of 5 stars 4.7 out of 5.0 5 Stars 664 4 Stars 112 3 Stars 35 2 Stars 8 1 Stars 7 Performance. We’ve got to learn to be more comfortable with progress that arises from happy accidents. This is how you work most effectively with these distinct types in the office.Recruitment is a people business, and no one knows this better than James Reed, chairman of Britain’s largest recruitment agency REED. A more likely explanation is that no one was In many crucial areas of our lives, reason plays a vanishingly small part.
And he’s right – why would you let methodological purity restrict the number of solutions you could produce? Absolutely excellent. His TED talks have over 6.5 million views. Rory Sutherland calls this lateral problem solving "alchemy", and the book is full of related anecdotes and examples. Consider this - if you’re getting married and you’re inviting people to your wedding, you don’t send around a casual email or a Facebook invite. Furthermore, it is funny as hell.” (Nassim Nicholas Taleb, author of The Black Swan) “Alchemy, as Rory Sutherland’s title promised, turns words into gold. He also adds a healthy dose of humor, which certainly doesn't hurt.


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