Rory Sutherland

Alchemy

`A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas TalebTo be brilliant, you have to be irrationalWhy 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?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren't, and we don't.In 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.Rory 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. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

`A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas TalebTo be brilliant, you have to be irrationalWhy 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?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren't, and we don't.In 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.Rory 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. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

Nyelv angol
Kiadó WH Allen
Oldalak száma 320
Kötés típusa mäkká
Méretek (Sz-M-H) 153 x 215 mm
EAN 9780753556511
Szállítási idő Nem elérhető


További termékek a kategóriából:


Bolygóőrzők kézikönyve - 52 ötlet a teremtett világ megóvására
-10%
Paul Kerensa
Szállítási idő
online ár - Készleten - 1 munkanap
10,50 €
9,45 €
A puskakereskedő legendája
-10%
Amitav Ghosh
Szállítási idő
online ár - Készleten - 1 munkanap
13,10 €
11,79 €
365 Skandináv rejtvény 1.
-10%
Rejtvénykönyv
Szállítási idő
online ár - Készleten - 1 munkanap
11,45 €
10,31 €
Álomcirkusz (új kiadás)
-10%
Szegedi Katalin
Szállítási idő
online ár - Készleten - 1 munkanap
13,10 €
11,79 €
PONS Mobil nyelvtanfolyam EXTRA - Olasz - Hallgass, érts és beszélj könnyedén!
-10%
Nyelvkönyv
Szállítási idő
online ár - Készleten - 1 munkanap
14,40 €
12,96 €
Elvarratlan szálak
-10%
Almási Kitti
Szállítási idő
online ár - Készleten - 1 munkanap
14,75 €
13,28 €
Apu /Ajándékkönyv
-10%
Helen Exley
Szállítási idő
online ár - Készleten - 1 munkanap
4,90 €
4,41 €
Északi mitológia (új kiadás)
-10%
Neil Gaiman
Szállítási idő
online ár - Készleten - 1 munkanap
12,70 €
11,43 €