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: Challenging the flawed assumption that humans act as purely rational beings driven by utility and self-interest. alchemy rory sutherland pdf repack
(Logical optimization has reached its limit; creative magic is the next frontier). How to Apply Alchemy to Modern Marketing Rory Sutherland is a frequent guest on major
: Improving a product’s physical attributes is often more expensive and less effective than changing how it is perceived. For example, adding countdown boards to train platforms reduces passenger frustration more effectively than spending billions to make the trains slightly faster, because it solves the psychological pain of uncertainty rather than the physical problem of speed. The Problem with Averages For example, adding countdown boards to train platforms