Rory Sutherland’s exploration of the hidden, irrational forces at play in business and branding challenges conventional wisdom and analytical orthodoxy. By blending behavioral economics, marketing insight, and the unpredictability of human psychology, Sutherland makes a compelling case for embracing the mysterious and often illogical elements that drive real-world outcomes in commerce and life. This work serves as a guide for leaders, marketers, and innovators eager to harness the power of psychological alchemy to create genuine magic in organizations and brands.

• People make decisions irrationally, frequently guided by perception, emotion, and context rather...
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