Logic helps you solve the problem you think you have; Alchemy helps you solve the problem people actually feel. 4 Key Lessons from the Book
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Standard economics assumes humans are rational actors seeking the best value for the lowest price. Sutherland debunks this by highlighting that . For example: Logic helps you solve the problem you think
In his seminal work, , Rory Sutherland , the Vice Chairman of Ogilvy UK, presents a radical argument: to solve the world's most complex problems, we must stop being so logical. Sutherland provides "11 Rules of Alchemy" to help
Sutherland provides "11 Rules of Alchemy" to help individuals and businesses find unconventional success: Alchemy Summary of Key Ideas and Review | Rory Sutherland