How effectively does science predict human behavior? Does reason or irrationality account for the decisions people make? What’s the true secret of persuasion? Rory Sutherland’s Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life argues that contemporary economic and political theories are flawed. They hinge on reason as a predictor of human behavior, so any attempts to persuade people using reason are doomed to fail. Continue reading for an overview of this thought-provoking book that could cause you to change the way you and your business operate.
Rory Sutherland’s Alchemy: The Dark Art and Curious Science
