Alchemy: The Surprising Power of Ideas That Don't Make Sense
- Downloads：4442
- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-07-09 08:51:56
- Update Date：2025-09-06
- Status：finish
- Author：Rory Sutherland
- ISBN：0753556529
- Environment：PC/Android/iPhone/iPad/Kindle
- Download
Summary
‘A breakthrough book。 Wonderfully applicable to everything in life， and funny as hell。’ Nassim Nicholas Taleb
To be brilliant， you have to be irrational
Why is Red Bull so popular – even though everyone hates the taste？ Why do countdown boards on platforms take away the pain of train delays？ And why do we prefer stripy toothpaste？
We think we are rational creatures。 Economics and business rely on the assumption that we make logical decisions based on evidence。
But we aren’t， and we don’t。
In many crucial areas of our lives， reason plays a vanishingly small part。 Instead we are driven by unconscious desires， which is why placebos are so powerful。 We are drawn to the beautiful， the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance。 So if you want to influence people’s choices you have to bypass reason。 The best ideas don’t make rational sense: they make you feel more than they make you think。
Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times。 In his first book he blends cutting-edge behavioural science， jaw-dropping stories and a touch of branding magic， on his mission to turn us all into idea alchemists。 The big problems we face every day， whether as an individual or in society， could very well be solved by letting go of logic and embracing the irrational。
To be brilliant， you have to be irrational
Why is Red Bull so popular – even though everyone hates the taste？ Why do countdown boards on platforms take away the pain of train delays？ And why do we prefer stripy toothpaste？
We think we are rational creatures。 Economics and business rely on the assumption that we make logical decisions based on evidence。
But we aren’t， and we don’t。
In many crucial areas of our lives， reason plays a vanishingly small part。 Instead we are driven by unconscious desires， which is why placebos are so powerful。 We are drawn to the beautiful， the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance。 So if you want to influence people’s choices you have to bypass reason。 The best ideas don’t make rational sense: they make you feel more than they make you think。
Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times。 In his first book he blends cutting-edge behavioural science， jaw-dropping stories and a touch of branding magic， on his mission to turn us all into idea alchemists。 The big problems we face every day， whether as an individual or in society， could very well be solved by letting go of logic and embracing the irrational。
Reviews
Roland
，
You can feel that Rory has a certain contempt for our system of every-must-be-rationalised at the moment all cost。 He makes a point that what is liked to human science is rarely Rational and is mostly post-rationalised by scientific elites under pretext that "science is everything" and "everything must be science"。 He is not a denier of science， in the opposite， he says that we need to add pshyco in our logical frame set。 It seems to be a very Rational idea to me indeed :）He consistently takes e You can feel that Rory has a certain contempt for our system of every-must-be-rationalised at the moment all cost。 He makes a point that what is liked to human science is rarely Rational and is mostly post-rationalised by scientific elites under pretext that "science is everything" and "everything must be science"。 He is not a denier of science， in the opposite， he says that we need to add pshyco in our logical frame set。 It seems to be a very Rational idea to me indeed :）He consistently takes exemple from the real word and people such as Keynes， Arieli and Humphrey。Key idea: The world is Perception not Reality， therefore we need to focus more on 'psychologic' and less on 'logic'。 。。。more
Doug Garnett
，
Rory Sutherland has written a superb book exploring the unusual and unexpected in marketing。 I assign this book to all of my consumer behavior classes in order to balance the organized， top-down thinking offered in our textbook。 The textbook ideas are useful and important — they build a foundation。 But they also are not the whole story and anyone involved with small business or marketing should read Alchemy。 Rory challenges the fundamental idea that business is logical。 It isn't — but corporate Rory Sutherland has written a superb book exploring the unusual and unexpected in marketing。 I assign this book to all of my consumer behavior classes in order to balance the organized， top-down thinking offered in our textbook。 The textbook ideas are useful and important — they build a foundation。 But they also are not the whole story and anyone involved with small business or marketing should read Alchemy。 Rory challenges the fundamental idea that business is logical。 It isn't — but corporate boards sure would like it to be so too many businesses try to make it appear logical。 They fail as a result。What will you learn？ You won't walk away with "7 easy steps" or "10 lessons for"。。。 Instead， you'll begin to learn to think and conceive of how marketing works。 THAT result leads to far more impact than anything else Rory could have done。 。。。more
Pi
，
Ludzka pomysłowość， przynajmniej teoretycznie， nie zna granic。 Rory Sutherland w swojej książce "ALCHEMIA zaskakująca moc pomysłów， które z pozoru nie mają sensu" stawia dość odważną hipotezę， że jeśli ma granice， to sami je stawiamy。。。 UWAGA werble。。。 za pomocą logiki。 Nie wiem， czy się z autorem zgadzam， ale nie mogę mu odmówić， że pokazał w swojej pracy bardzo ciekawe schematy myślenia i zdecydowanie udowodnił， że człowiek （a przynajmniej znakomita większość naszej populacji） wcale nie jest i Ludzka pomysłowość， przynajmniej teoretycznie， nie zna granic。 Rory Sutherland w swojej książce "ALCHEMIA zaskakująca moc pomysłów， które z pozoru nie mają sensu" stawia dość odważną hipotezę， że jeśli ma granice， to sami je stawiamy。。。 UWAGA werble。。。 za pomocą logiki。 Nie wiem， czy się z autorem zgadzam， ale nie mogę mu odmówić， że pokazał w swojej pracy bardzo ciekawe schematy myślenia i zdecydowanie udowodnił， że człowiek （a przynajmniej znakomita większość naszej populacji） wcale nie jest istotą logiczną - co ochoczo wykorzystują marketingowcy。 Początek tej książki skłania do zmiany tytułu z "ALCHEMIA" na "JAK ZROBIĆ LUDZI W JAJO"， lub "JAK KŁAMAĆ， BY ZARABIAĆ"。 I właśnie ten początek mnie poważnie rozdrażnił， bo autor usilnie stara się nam wmówić， że to reklamowe kłamstwo， to "złote pomysły" i owszem， one są złote， ale są zwykłym kłamstwem。 Ludzie dają się oszukiwać i są łasi na "fajność"， chcą też mieć skrzydła i latać - np。 po Red Bullu， nie zmienia to jednak faktu， że tych skrzydeł nie dostają， choć płacą za to słono kasą i moim zdaniem również zdrowiem。 Zdziwiło mnie też podejście autora do marksizmu。 Ktoś， to nie widzi w nim problemu， albo jest historycznie niedoedukowany （łagodnie mówiąc）， albo Boże broń， by miał kiedykolwiek jakąkolwiek moc sprawczą。 Ale， ale。。。 tak książka jest niezłą skarbnicą informacji， tyle zaskakujących， co przerażających。 Zadziwiają pomysły， które z pozoru faktycznie nie mają sensu， ale jednak zdają egzamin jak np。 nadrukowanie na roletach sklepów w dzielnicy o wysokiej liczbie przestępstw niewinnych twarzyczek dzieci - przestępczość zmalała i to za niewielkie pieniądze。 Rory uczy nas myślenia niestandardowego， wyjścia poza schemat i choć to jest bardzo trudne， to daje niezwykłe efekty。 Znajdziecie w tej książce całą masę przykładów， eksperymentów， dziwnych zachowań， które prowadzą do sukcesu。 Dowiecie się dlaczego lepiej się czujemy， gdy wiemy o ile spóźni się nasz samolot， odkryjecie prawdziwy powód mycia zębów i będziecie świadkami przemiany żelaza w złoto， a nawet odkryjecie moc ziemniaka。 Jest tego wiele， wiele， wiele i czyta się to z rosnącym zdumieniem。 Pozycja zdecydowanie wartościowa， choć dobrze mieć w głowie już co nieco poukładane。 Mam problem z zachwytem autora nad nielogicznym myśleniem， bo ja jednak uważam， że lepiej by nam się żyło， gdyby ludzie potrafili dostrzegać prawdę i składać ją w spójną， codzienną całość。 Jedno jest pewne - warto wiedzieć， że często wyjście poza schemat prowadzi nas do sukcesu。 Dzięki tej książce można ćwiczyć swoją fantazję i zdolności adaptacyjne。 Możemy spojrzeć na świat bez GPS'a w komórce i skorzystać w własnej， sprzecznej z normą - orientacji。 "ALCHEMIA" otwiera oczy na nowe doznania i na nowe idee。 W prosty sposób， z pewnym poczuciem humoru Rory wskazuje czytelnikowi sensowną bezsensowność。。。 bo nie to złoto， co złoto， ale co się sprzedaje。 Głodni ciekawostek？ Pułapek umysłu？ Marketingowych zagrywek？ Może więcej pingwinów w reklamie zwiększy sprzedaż？ Może zwiększy ją bardziej， niż obniżenie ceny produktu？ Hę？ Że jak？ A że tak właśnie！ pomyślmy inaczej o tym， o czym myślimy tak samo 7/10Wydawnictwo Zysk i S-ka 。。。more
Noushin Nuri
，
I picked up a self-help after so many days and it has been as annoying as the previous ones。 Exaggeration， advertisement of the author's company， five examples to prove one point， coining unnecessary words （gimmicks）， pushy salesman tone - you'll get all the typical self-help stuff here， within the first 5 pages。 It was impossible to continue beyond that。 I picked up a self-help after so many days and it has been as annoying as the previous ones。 Exaggeration， advertisement of the author's company， five examples to prove one point， coining unnecessary words （gimmicks）， pushy salesman tone - you'll get all the typical self-help stuff here， within the first 5 pages。 It was impossible to continue beyond that。 。。。more
Aakash Aggarwal
，
Good book and worth a read。 Logically speaking， there might not be any merit to what Rory has written。 But that’s the actual point of the book。 Logic no， magic yes。 Unconscious behaviour with logical post-rationalisation is the general theme of the book。 Rory touches almost every possible area where creative thinking is used and succeeds but does not receive proper credit due to our perverse love for logic and rationality。
Michael Moose
，
"The opposite of a good idea can also be a good idea。" Behavioral psychology， game theory， and finding flaws in conventional wisdom。 This book has so many things that I love in a well-presented manner backed by lots of solid research。 The author does a great job of showing a common fallacy， dissecting its reason， and then presenting an illogical but brilliant solution to solve the problem。 I'll definitely be reading more of Sutherland's books in the future。 "The opposite of a good idea can also be a good idea。" Behavioral psychology， game theory， and finding flaws in conventional wisdom。 This book has so many things that I love in a well-presented manner backed by lots of solid research。 The author does a great job of showing a common fallacy， dissecting its reason， and then presenting an illogical but brilliant solution to solve the problem。 I'll definitely be reading more of Sutherland's books in the future。 。。。more
Adam
，
The ideas are good， though not as clearly laid out as other applied behavioural science books。 He always provides amazing examples to support his ideas， but this is more a defence of advertising creativity than a guide to help you create your own "alchemy" The ideas are good， though not as clearly laid out as other applied behavioural science books。 He always provides amazing examples to support his ideas， but this is more a defence of advertising creativity than a guide to help you create your own "alchemy" 。。。more
Teck Wu
，
One of the best books I have read last year！
Bellish
，
As someone who probably puts too much emphasis on rationality， I found this a thought provoking read。 Funny too。
Daniel Ravner
，
A brilliant book。 。
Avnish Anand
，
This is a wonderful book。 One of the best in learning how to apply principles of human behaviour in your work。 Especially for those who work in marketing， communication， product management， sales and business。 The premise of the book is this - human beings are complex。 They actually don’t even know why they do things。 So trying to logically model and understand their thoughts and actions and create plans based purely on data and logic is not enough。 Don’t discard it。 But also add psyco- logical This is a wonderful book。 One of the best in learning how to apply principles of human behaviour in your work。 Especially for those who work in marketing， communication， product management， sales and business。 The premise of the book is this - human beings are complex。 They actually don’t even know why they do things。 So trying to logically model and understand their thoughts and actions and create plans based purely on data and logic is not enough。 Don’t discard it。 But also add psyco- logical methods to your tool kit。 Don’t bother overtly with the theory of why something will work in a certain way。 Try counterintuitive and sometimes even illogical experiments。 Allow yourself the chance of serendipitous discoveries。 Often these work in magical ways。 Better than the logical well thought out decisions。 Most of the behavioural science and psychology books have been written by academics。 Great ones no doubt。 But their experiments are usually controlled。 Not done in the real world with all its noise。 Rory Sutherland on the other hand is an advertising guy。 Who worked in direct advertising。 He’s done it and seen it all。 He created the behavioural science practise at Ogilvy。 He measures success and failure in business terms。 His real life experience shows in the book。 Which is full of real world examples and practical wisdom。 The book is written in a very easy to read manner。 The language is simple。 The analogies are excellent。 Explaining self signalling through the example of using the accelerator in an automatic car is one such。 It has these tiny chapters which are like small nuggets。 In addition to psychology and behaviour science， Rory borrows generously from evolutionary biology and related sciences without making it look like a research paper。 More than sharing best practises or strategies， Rory helps in changing your mindset。 Makes you aware of the possibilities of creating alchemy by thinking differently。 I have gifted this book multiple times and everyone has loved it。 Highly recommended。 。。。more
Natarajan Mahalingam
，
The author starts with "Engineering does not allow for magic。 Psychology does"， and ends with "If we could resist the urge to be logical just some of the time， and devote that time instead to the pursuit of alchemy， what might we discover"Beautifully written book with a easy， reading style as well as real-life examples that when tweaked， present the possibilities for psycho-logic （not， psychologic）， behavioral science， and our evolved rationality as a human trait。 The idea of the book is not to The author starts with "Engineering does not allow for magic。 Psychology does"， and ends with "If we could resist the urge to be logical just some of the time， and devote that time instead to the pursuit of alchemy， what might we discover"Beautifully written book with a easy， reading style as well as real-life examples that when tweaked， present the possibilities for psycho-logic （not， psychologic）， behavioral science， and our evolved rationality as a human trait。 The idea of the book is not to overthrow any existing logical and rational explanations for the status-quo， but to use 20% of the time we spend on rationalizations to be redirected to alternative explanations， however irrational it may sound - basically， experiment more， in the pursuit of alchemyAs the author ends， "What might we discover: Quite a lot of lead， I suspect。 But， a surprising amount of gold"！ This is a golden book for anyone who wishes to understand how small changes in experimentation leads to （sometimes） unexpected， positive results 。。。more
Thang Nguyen
，
This review has been hidden because it contains spoilers。 To view it， click here。 All too often， what matters is not whether the idea is true or effective， but whether it fits with the preconceptions of a dominant cabal。It’s easy to achieve massive improvements in perception at a fraction of the cost of equivalent improvements in reality。Remember that every time you average， add， or multiply something， you are losing information。 Remember also that a single rogue outlier can lead to an extraordinary distortion of reality - just as Bill Gates can walk into a football stadium a All too often， what matters is not whether the idea is true or effective， but whether it fits with the preconceptions of a dominant cabal。It’s easy to achieve massive improvements in perception at a fraction of the cost of equivalent improvements in reality。Remember that every time you average， add， or multiply something， you are losing information。 Remember also that a single rogue outlier can lead to an extraordinary distortion of reality - just as Bill Gates can walk into a football stadium and raise the average level of wealth of everyone in it by $1m。Online shopping is a very good way for ten people to buy one thing， but it is not a good way for one person to buy ten things。。 Many mathematical models involving humans make mistake of assuming that 10 x 1 = 1 x 10。。。yes they want to hire a candidate who is likely to be good， but they are also frightened of hiring someone who might turn out to be bad - a low variance will be as appealing to them as a high average performance。 Thus it pays to hire a single person conventionally and adhere to the status quo， while people hiring a group of employees are much more likely to take risk on some less conventional candidate。。。that an average human hand is not a typical human hand， and in the same way he found that an average human body - that is one which is average in a range of dimensions is surprisingly rare。 When you design a cockpit for an average man you were designing a cockpit not for everyone， but for a surprisingly rare， or even nonexistent body type。 Therefore， don’t design for average。 Weird consumers drive more innovation than normal ones。 By contrast， it is perfectly possible that conventional market research has over the past 50 years killed more good ideas than it has spawned， by obsessing with a false idea of representatives。One of the problems with a logically consistent system for hiring people is that ambitious middle class people can exploit it by ‘gaming the system’。 Violin lessons - check， work placement at uncle’s bank - check， charity work with the disadvantaged - check， high GPA - check。 By contrast， if you hire that brilliant backgammon player， you do know one thing。 He’s genuinely talented at something， and it’s unlikely that his parents have spent a fortune on private backgammon lessons。 Real excellence can come in odd packaging。 Nassim Nicholas Taleb applies this rule to choosing a doctor: you don’t want the smooth， silver-haired patrician who looks straight out of central casting - you want his slightly overweight， less patrician but equally senior colleague in the ill-fitting suit。 The former has become successfully partly as a result of his appearance， the latter despite it。The argumentative hypothesis suggests reasons arose in the human brain not to inform our action and beliefs， but to explain and defend them to others - an adaptation necessitated by our being a highly social species。It seemed that if you sent out an email promoting a play or musical， you sold fewer tickets if you included an offer for reduced-price tickets within the email。 Conversely， offering tickets at full price seemed to increase demand。The nature of our attention affects the nature of our experience。I can’t drink tonight。 I’m a deliberately sober driver。 Create a name for a behavior implicitly creates a norm for it。3 comfortable modes for human body: standing up， lying down and sitting upright。 Think cellphone， tablet and computer。The strongest marketing approach in a business-to-business context comes not from explaining that your product is good， but from sowing fear， uncertainty and doubt （FUD）。 The desire to make good decisions and the urge not to get fired or blamed may seem to be familiar but are newer the same。Much luxury goods expenditure can only be explained in this way - either people are seeking to impress other， or they are seeking to impress themselves （sexual signaling）。Computer is designed to solve ’Narrow context’ problem which assumes an artificially simplified， regularised world， involves very few variables （all of which are numerically expressible， and allow for no ambiguity）， and it has one single， incontrovertibly correct answer。Human seem instinctively better equipped for ’Wide context’ problem which allows for vagueness and multiple right answer and doesn’t demand absolute adherence to any precise rules。Why do we have more faith in a theoretical mathematical model than in what we can see in front of us？ （Narrow versus Wide Context）。 Over reliance on narrowly defined model that does not fully reflect reality can lead to costly consequences。 Example: All behavioral data in 1993 would have predicted a great fortune for the tax machine。 -> “It is better to be vaguely right than precisely wrong。”Behavior comes first; attitude changes to keep up。Conventional logic is hopeless in marketing as you end up in the same place as your competitors。Without time to disengage， it is harder to practice mental alchemy。 ”Time spent doing nothing is rarely wasted。”“What we do is take what is already instinctively known by used-car salesmen and advertising executive， and we examine them in a scientific way。”If we could resist the urge to be logical just some of the time， and devote that time instead to the pursuit of alchemy， what might we discover。 。。。more
Joanna
，
This should be required reading for company execs。
Ayesha Ratnayake
，
Although unnecessarily long and highly limited in its concept of what is 'logical'， the book has some quirky anecdotes and fun ideas about thinking unconventionally that could sincerely be applied to improving human experiences。 Among others: Could we make people elect to stand in buses by rewarding them with window views？ Could we reframe 'no elevators' as 'free gym workouts'？ Could we reframe things that are good for people as things that will boost their status （effectively 'scenting the soap Although unnecessarily long and highly limited in its concept of what is 'logical'， the book has some quirky anecdotes and fun ideas about thinking unconventionally that could sincerely be applied to improving human experiences。 Among others: Could we make people elect to stand in buses by rewarding them with window views？ Could we reframe 'no elevators' as 'free gym workouts'？ Could we reframe things that are good for people as things that will boost their status （effectively 'scenting the soap'）？ Can we reduce the stress of waiting with the certainty of precisely how long the wait will be？ The book presents food for thought about using lateral thinking to solve real problems。 Only wish it wouldn't mistake what is 'logical' for what is 'conventional' quite so much。 。。。more
Michael DeLong
，
Really enjoyed this book。 Made me think outside of the box。 The author is upfront that he doesn’t want to change your way of life or make you the best at whatever you do。 Rather， with lots of changes to the way we think about and process life， we can be better versions of ourselves and humans in general。 The chapters are short and poignant。 Lots of good humor。 Sometimes I got a bit lost with all the psychology， but most of it resonates。 He ties so many things to nature， plants and other animals Really enjoyed this book。 Made me think outside of the box。 The author is upfront that he doesn’t want to change your way of life or make you the best at whatever you do。 Rather， with lots of changes to the way we think about and process life， we can be better versions of ourselves and humans in general。 The chapters are short and poignant。 Lots of good humor。 Sometimes I got a bit lost with all the psychology， but most of it resonates。 He ties so many things to nature， plants and other animals that it’s a helpful visual away from just talking about people。 I encourage anyone in sales， marketing， or if you deal with people a lot to read。 。。。more
Karina Cooke
，
Although I love the idea that logic does not help creative thinking and one needs to be irrational to develop amazing and unique things， I equally don’t feel that 350 pages are needed to prove this point。。 This book could be a great 10pager article， no more 。。
Rajeev Soni
，
Absolutely excellent。 This book is the need of the hour。
Manan
，
Brilliant book with numerous insights throughout。
C
，
Brilliant。 Incredibly thought provoking。 Highly recommend。
Heikki Keskiväli
，
Enjoyable approach on customer’s perception of value。 In short， how to make things appear more attractive than they are， ”alchemy”。 Plenty of memorable stories and actionable tips especially for marketing。
Olena Severin
，
Одна з найкорисніших фахових книжок， що я читала。 Хоч автор іноді досить впевнено спрощує те， чого не варто， але спостереження за людьми як споживачами - надзвичайно точні й потрібні。
Sven Gerst
，
The only »First Principles« book on advertisement you will need。 I hate business books but Rory Sutherland’s wit and insights make it a bliss to read。
Tomasz Onyszko
，
I picked it based on random occurrence in one of my feeds as most likely the book on advertising and marketing， but it surprised me and I enjoyed it very much。 In short - it is a book on thinking differently。 Thinking differently in business， marketing and life。 Asking not logical questions which might turn out not logical but working solution which might surprise us。 I found it inspiring in thinking about things around meFor most of the parts the author keeps it very general on a subject， suppo I picked it based on random occurrence in one of my feeds as most likely the book on advertising and marketing， but it surprised me and I enjoyed it very much。 In short - it is a book on thinking differently。 Thinking differently in business， marketing and life。 Asking not logical questions which might turn out not logical but working solution which might surprise us。 I found it inspiring in thinking about things around meFor most of the parts the author keeps it very general on a subject， supporting his thesis with examples from his field of advertising。 It is not an advisory book with tips and hints。 If you are looking for a guide with specific recipes or "how tos" you will not find it here。 Bottom line: let ourselves think differently and not in logical way and alchemy might happen。 。。。more
Eric Michel
，
Genius。 But the evolution junk is pathetic。 Sutherland is a genius for sure。 Tons of intersting stuff。 Very disappointed that this man can't see through the lie of evolution。I love books about thinking outside the box。 The author should think outside the box on evolution。 Sad。 Genius。 But the evolution junk is pathetic。 Sutherland is a genius for sure。 Tons of intersting stuff。 Very disappointed that this man can't see through the lie of evolution。I love books about thinking outside the box。 The author should think outside the box on evolution。 Sad。 。。。more
Wendy Norman
，
Fantastic book for anyone that is interested in marketing。 I bought this after listening to him speak at an event。
Anuj Berry
，
This book from start to finish is an endorsement of the industry that Rory works for and why it should continue to exist and has a place in the world。 There is not much in this book that anyone interested in human psychology or behavior wouldn't already know。 Obviously logic and rationality cannot be applied to every situation that we encounter but Rory wants to ensure this is drilled into your subconscious。 He borrows liberally from other original thinkers and shares interesting anecdotes that This book from start to finish is an endorsement of the industry that Rory works for and why it should continue to exist and has a place in the world。 There is not much in this book that anyone interested in human psychology or behavior wouldn't already know。 Obviously logic and rationality cannot be applied to every situation that we encounter but Rory wants to ensure this is drilled into your subconscious。 He borrows liberally from other original thinkers and shares interesting anecdotes that demonstrate those concepts。 The narration is casual and easy going which makes it an easy listen。 。。。more
Nick
，
Fun but seems high on anecdote and low on evidence
Neal
，
This book was clearly written for me。 It’s a wonder it wasn’t simply dedicated to me in the opening pages。 If you’re as intrigued by behavioral economics， advertising psychology， the use of “non-rational” heuristics for decision-making， and other somewhat evolutionary explanations for human calculus， then this book was written for you， too。 In truth， the only real downside is that it isn’t longer。 Pro tip: Rory reads the audiobook and his delivery is superb。
Sai Madineni
，