{"product_id":"alchemy-the-dark-art-and-curious-science-of-creating-magic-in-brands-business-and-life-9780062388421","title":"Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life","description":"\u003cp\u003e\u003cstrong\u003e\u003cem\u003eHOW DOES MAGIC HAPPEN?\u003c\/em\u003e\u003c\/strong\u003e\u003cem\u003e \u003c\/em\u003e\u003cstrong\u003eThe Ogilvy advertising legend--\"one of the leading minds in the world of branding\" (NPR)--explores the art and science of \u003c\/strong\u003e\u003cstrong\u003econjuring irresistible products and ideas\u003c\/strong\u003e\u003cstrong\u003e.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\"Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. \u003cem\u003eAlchemy\u003c\/em\u003e combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read.\" --Entrepreneur (\"Best Books of the Year\")\u003cstrong\u003e\u003cbr\u003e\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eWhy is Red Bull so popular, though everyone--\u003cem\u003eeveryone!\u003c\/em\u003e--hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can't be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: \u003cem\u003ealchemy\u003c\/em\u003e.\u003c\/p\u003e\u003cp\u003eBased on thirty years of field work inside the largest experiment in human behavior ever conceived--the forever-unfolding pageant of consumer capitalism--\u003cem\u003eAlchemy, \u003c\/em\u003e the revolutionary book by\u003cstrong\u003e \u003c\/strong\u003eOgilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others.\u003c\/p\u003e\u003cp\u003eHeralded as \"one of the leading minds in the world of branding\" by NPR and \"the don of modern advertising\" by \u003cem\u003eThe Times\u003c\/em\u003e, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places: \u003c\/p\u003e\u003cp\u003eWhat can honey bees teach us about creating a sustainable business?\u003c\/p\u003e\u003cp\u003eHow could budget airlines show us how to market a healthcare system?\u003c\/p\u003e\u003cp\u003eWhy is it better to be vaguely right than precisely wrong?\u003c\/p\u003e\u003cp\u003eWhat might soccer penalty kicks teach us about the dangers of risk-aversion?\u003c\/p\u003e\u003cp\u003eBetter \"branding,\" Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. \u003c\/p\u003e\u003cp\u003eEqually startling and profound, Sutherland's journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-7645117\"\u003eRory Sutherland\u003c\/a\u003e\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Mariner Books\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 01\/26\/2021\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 384\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.80lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 5.90w x 1.00d\u003cbr\u003e\u003cb\u003eISBN13:\u003c\/b\u003e 9780062388421\u003cbr\u003e\u003cb\u003eISBN10:\u003c\/b\u003e 0062388428\u003cbr\u003e\u003cb\u003eBISAC Categories:\u003c\/b\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS002000\"\u003eAdvertising \u0026amp; Promotion\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS016000\"\u003eConsumer Behavior | General\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS043060\"\u003eMarketing | Research\u003c\/a\u003e\u003cbr\u003e","brand":"Mariner Books","offers":[{"title":"Default Title","offer_id":44481578696941,"sku":"9780062388421","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0550\/8097\/6621\/files\/img_dcca0099-2edb-4f92-80ad-11bdef6daa95.jpg?v=1747498583","url":"https:\/\/sureshotbooks.com\/es\/products\/alchemy-the-dark-art-and-curious-science-of-creating-magic-in-brands-business-and-life-9780062388421","provider":"SureShot Books Publishing LLC","version":"1.0","type":"link"}