{"product_id":"alchemy-the-surprising-power-of-ideas-that-dont-make-sense","title":"Alchemy: The Surprising Power of Ideas That Don't Make Sense","description":"\u003cp\u003ePenguin presents the audiobook edition of  Alchemy: The Surprising Power of Ideas That Don't Make Sense,   written and read by Rory Sutherland.\u003c\/p\u003e\n\n\u003cp\u003eTo be brilliant, you have to be irrational\u003c\/p\u003e\n\n\u003cp\u003eWhy is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?\u003c\/p\u003e\n\n\u003cp\u003eWe think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.\u003c\/p\u003e\n\n\u003cp\u003eBut we aren’t, and we don’t.\u003c\/p\u003e\n\n\u003cp\u003eIn many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you  feel  more than they make you  think .\u003c\/p\u003e\n\n\u003cp\u003eRory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists.\u003c\/p\u003e","brand":"ANT","offers":[{"title":"Ebook","offer_id":54318640497008,"sku":"YSL20189","price":4.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1009\/8543\/8576\/files\/ebook_10063_884f202ea0.jpg?v=1789527566","url":"https:\/\/antbook.store\/de\/products\/alchemy-the-surprising-power-of-ideas-that-dont-make-sense","provider":"ANTBOOK","version":"1.0","type":"link"}