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Rory Sutherland (Vice Chairman of Ogilvy Group). Premise: The book challenges the conventional wisdom that logic, data, and rationality are the only paths to business success. Sutherland argues that the most effective solutions often defy logic and that "alchemy"—the art of lateral thinking and psychology—is more valuable than pure logic.
is the man who dares to say that logic is often the enemy of progress. As the Vice Chairman of Ogilvy, Sutherland has spent decades proving that the most effective solutions aren’t logical—they’re . alchemy rory sutherland pdf exclusive
Standard economics assumes humans are rational actors who always seek the lowest price and highest utility. Sutherland argues this is fundamentally wrong. Rory Sutherland (Vice Chairman of Ogilvy Group)
: By embracing the irrational, you can find "magical" solutions that are often cheaper and more effective than engineering-heavy alternatives. The 11 Rules of Alchemy is the man who dares to say that
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