Alchemy: The Surprising Power of Ideas That Don't Make Sense

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Irrational people are much more powerful than rational people, because their threats are so much more convincing.

Unfortunately there is a lot of chaff, and most of it is shed by the massive Worzel Gummidge army of strawmen the author assembles to support his arguments. Filled with pioneering ideas and inspirational philosophy, it covers advertising, people management, corporate ethics, and office politics.There is much potential to increase the level of diversity in employment, education or politics without imposing quotas. There is no explanation of how come Japanese people like it (Japanese people aren't 'we'), or acknowledgement that maybe he just personally doesn't like miso soup: no, miso soup is a scam and you, a Western person, have bought into the scam because you've been suckered. He notes correctly that one person choosing a group will instinctively use a broader variance than one person hiring one person. They claim a monopoly on finding a solution to the problem and in so doing they fall into the trap of defining improvement too narrowly.

This book is one interview (in two parts) and some of (maybe all of) Rory's articles from the Spectator circa 2007/8. Rory Sutherland suggests that what he and his team do at Ogilvy is the ‘science of knowing what economists are wrong about’. g. biscuits) take on a slightly unpleasant timbre by violating the most basic principles of hospitality.

Economic theory is an insufficient way to identify value proposition - both in B2B and B2C scenarios.