Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life - Rory Sutherland

Why do ideas that seem illogical often succeed? Alchemy by Rory Sutherland unpacks the power of irrational thinking, behavioral psychology, and counterintuitive strategies that shape business and marketing. From Red Bull’s bizarre success to the hidden forces behind decision-making, this book reveals why logic isn't always the answer. Discover the magic behind human behavior!