Alchemy The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
This book argues that irrational human behavior, not logic, drives purchasing decisions, making traditional business forecasting unreliable. By exploring the "dark art" of creating irresistible brands through psychology and entertaining anecdotes from his advertising career, Rory Sutherland reveals how to achieve success in business and life. It's perfect for anyone seeking a fresh, unconventional perspective on marketing and human motivation.
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