Alchemy: The Dark Art and Curious Science of Creating Magic in Brands

Rory Sutherland

Logical, spreadsheet-driven thinking misses how humans actually make decisions. This book makes a witty, evidence-backed case for the psychological "alchemy" that logic alone can't explain.

A witty, contrarian case that human behavior is often irrational in ways that logical, spreadsheet-driven marketing entirely misses — and that the most powerful brand and business decisions come from psychological "alchemy," not pure logic.