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

Rory Sutherland's Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life explores the limitations of traditional economic models in predicting human behavior. Sutherland argues that seemingly illogical solutions often prove more effective than purely rational ones, emphasizing the importance of psychology and design thinking in business and public policy. The book uses numerous examples to illustrate how understanding unconscious motivations and manipulating perceptions can lead to disproportionately successful outcomes. He advocates for "psycho-logic," a blend of psychology and logic, proposing that focusing on perception, rather than solely on objective reality, can unlock more creative and effective solutions. The book ultimately champions a more intuitive and experimental approach to problem-solving, suggesting that sometimes slightly silly ideas are needed to overcome logic-proof problems.