book hack


Rory Sutherland

5 mins

3 key insights

Visual, audio & text

Alchemy is your guide to making magic happen in business and life by teaching you how to practice irrational thinking to stand out and come up with powerful solutions to your problems and those of others.




by Rory Sutherland


Do you like magic? Not the cheap card tricks that your uncle uses to impress you, but when everything seems to work out so well that it could only have come from a spell.

While this kind of occurrence isn't usual, it is possible to plan to make it happen, especially in brands and business. But to do so you've got to abandon your typical thinking for a belief in a little wizardry. It's not too difficult once you try to think outside the box and realize that not all people act rationally.

This is what you'll learn about in Rory Sutherland's Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. This book will help you apply abstract thinking to really stand out and see the money and success start rolling in.

Favorite quote

It is much easier to be fired for being illogical than it is for being unimaginative. The fatal issue is that logic always gets you to the exact same place as your competitors.

- Rory Sutherland

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