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Publisher's Summary

Joining us at Audible Studios is British advertising executive Rory Sutherland, whose TED talks have been viewed nearly seven million times. He has recently released his book Alchemy: The Surprising Power of Ideas That Don't Make Sense.

In many areas of our lives, reason plays an infinitesimal part. We are driven by unconscious desires. We are drawn to the beautiful, the extravagant and the absurd, such as tiny bottles of fragrance. If you want to influence people's choices, you have to bypass reason. The best ideas make you feel more than they make you think, and the best ideas are irrational.

We spoke to Rory about the difference between perception and reality, why you shouldn’t design things objectively and why King’s Cross has a really long champagne bar.

©2019 Audible Ltd (P)2019 Audible Ltd

What listeners say about Rory Sutherland

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  • Rurik McKaiser
  • 18-01-2021

Extremely Refreshing

This interview prompted me to view the 3 TED Talks of Rory Sutherland and buy the book.

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  • Jay F. Grissom
  • 24-05-2020

Insights into something many willingly ignore.

This is pretty fascinating material. It shines some light on things we rarely see any focus on.

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  • Bisdad
  • 15-07-2019

⭐️⭐️⭐️⭐️⭐️⭐️

Loved this
So insightful
Thanks Audible for doing this recording
It’s a great warm to buying Rory’s book

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