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![Alchemy: The Surprising Power of Ideas That Don't Make Sense by [Rory Sutherland]](https://m.media-amazon.com/images/I/417+cpR44cS._SY346_.jpg)
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Customer reviews
Great book to learn application of behaviour science in business and marketing
Reviewed in India on 4 June 2021
This is a wonderful book. One of the best in learning how to apply principles of human behaviour in your work. Especially for those who work in marketing, communication, product management, sales and business.The premise of the book is this - human beings are complex. They actually don’t even know why they do things. So trying to logically model and understand their thoughts and actions and create plans based purely on data and logic is not enough. Don’t discard it. But also add psyco- logical methods to your tool kit. Don’t bother overtly with the theory of why something will work in a certain way. Try counterintuitive and sometimes even illogical experiments. Allow yourself the chance of serendipitous discoveries. Often these work in magical ways. Better than the logical well thought out decisions.Most of the behavioural science and psychology books have been written by academics. Great ones no doubt. But their experiments are usually controlled. Not done in the real world with all its noise.Rory Sutherland on the other hand is an advertising guy. Who worked in direct advertising. He’s done it and seen it all. He created the behavioural science practise at Ogilvy. He measures success and failure in business terms. His real life experience shows in the book. Which is full of real world examples and practical wisdom.The book is written in a very easy to read manner. The language is simple. The analogies are excellent. Explaining self signalling through the example of using the accelerator in an automatic car is one such. It has these tiny chapters which are like small nuggets. In addition to psychology and behaviour science, Rory borrows generously from evolutionary biology and related sciences without making it look like a research paper.More than sharing best practises or strategies, Rory helps in changing your mindset. Makes you aware of the possibilities of creating alchemy by thinking differently.I have gifted this book multiple times and everyone has loved it. Highly recommended.
Reviewed in India on 4 June 2021
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Top reviews from India
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Reviewed in India 🇮🇳 on 4 June 2021
The premise of the book is this - human beings are complex. They actually don’t even know why they do things. So trying to logically model and understand their thoughts and actions and create plans based purely on data and logic is not enough. Don’t discard it. But also add psyco- logical methods to your tool kit. Don’t bother overtly with the theory of why something will work in a certain way. Try counterintuitive and sometimes even illogical experiments. Allow yourself the chance of serendipitous discoveries. Often these work in magical ways. Better than the logical well thought out decisions.
Most of the behavioural science and psychology books have been written by academics. Great ones no doubt. But their experiments are usually controlled. Not done in the real world with all its noise.
Rory Sutherland on the other hand is an advertising guy. Who worked in direct advertising. He’s done it and seen it all. He created the behavioural science practise at Ogilvy. He measures success and failure in business terms. His real life experience shows in the book. Which is full of real world examples and practical wisdom.
The book is written in a very easy to read manner. The language is simple. The analogies are excellent. Explaining self signalling through the example of using the accelerator in an automatic car is one such. It has these tiny chapters which are like small nuggets. In addition to psychology and behaviour science, Rory borrows generously from evolutionary biology and related sciences without making it look like a research paper.
More than sharing best practises or strategies, Rory helps in changing your mindset. Makes you aware of the possibilities of creating alchemy by thinking differently.
I have gifted this book multiple times and everyone has loved it. Highly recommended.
Verified Purchase
Great book to learn application of behaviour science in business and marketing
By Avnish Anand on 4 June 2021
This is a wonderful book. One of the best in learning how to apply principles of human behaviour in your work. Especially for those who work in marketing, communication, product management, sales and business.By Avnish Anand on 4 June 2021
The premise of the book is this - human beings are complex. They actually don’t even know why they do things. So trying to logically model and understand their thoughts and actions and create plans based purely on data and logic is not enough. Don’t discard it. But also add psyco- logical methods to your tool kit. Don’t bother overtly with the theory of why something will work in a certain way. Try counterintuitive and sometimes even illogical experiments. Allow yourself the chance of serendipitous discoveries. Often these work in magical ways. Better than the logical well thought out decisions.
Most of the behavioural science and psychology books have been written by academics. Great ones no doubt. But their experiments are usually controlled. Not done in the real world with all its noise.
Rory Sutherland on the other hand is an advertising guy. Who worked in direct advertising. He’s done it and seen it all. He created the behavioural science practise at Ogilvy. He measures success and failure in business terms. His real life experience shows in the book. Which is full of real world examples and practical wisdom.
The book is written in a very easy to read manner. The language is simple. The analogies are excellent. Explaining self signalling through the example of using the accelerator in an automatic car is one such. It has these tiny chapters which are like small nuggets. In addition to psychology and behaviour science, Rory borrows generously from evolutionary biology and related sciences without making it look like a research paper.
More than sharing best practises or strategies, Rory helps in changing your mindset. Makes you aware of the possibilities of creating alchemy by thinking differently.
I have gifted this book multiple times and everyone has loved it. Highly recommended.
Images in this review
Reviewed in India 🇮🇳 on 7 July 2020
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Reviewed in India 🇮🇳 on 2 June 2021
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