Alchemy The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Rory Sutherland

As vice chairman of the advertising firm Ogilvy & Mather, Sutherland merged commercial advertising with behavioral science to "hack" the human mind. In this guide, we’ll examine what Sutherland believes are the faulty assumptions of standard economics, the peculiar quirks of human perception, and why meaning is more important than fact. We’ll delve into the underlying research on behavioral psychology and discuss the implications of using irrationality to influence the public at large.