Instead of spending £6 billion to build new tracks to cut 40 minutes off a train journey, spend £100 million to put top-tier Wi-Fi and complimentary champagne on the trains. The journey takes the same amount of time, but people actually enjoy it. Case Studies in Alchemy The Logical Approach The Alchemical Approach The Result Red Bull Make it cheap, taste great, big bottle. Make it expensive, taste odd, tiny can. Created a multi-billion dollar energy category. Uber Hire more drivers to eliminate wait times. Put a live map of the car on the app interface.
What is the (e.g., high price perception, low customer trust, poor conversion) you are currently facing? alchemy rory sutherland pdf exclusive
Sometimes, reducing the wait time for a service doesn't help. Making the wait interesting (e.g., placing mirrors next to elevators) makes the wait feel shorter, because perception of time is psychological, not chronological. Why You Should Seek Out "Alchemy" (PDF or Physical Book) Instead of spending £6 billion to build new
If every company uses the same data, they reach the same conclusion, destroying competitive advantage. Make it expensive, taste odd, tiny can
