Alchemy

By Rory Sutherland,

Book cover of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Book description

HOW DOES MAGIC HAPPEN?The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.

"Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy…

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Why read it?

1 author picked Alchemy as one of their favorite books. Why do they recommend it?

Even with the best practice approach, you’ll never be good at everything. Alchemy made me realize that not only is that acceptable, but it can be a good thing.

This alchemy isn’t about turning physical materials into gold, but about making the best out of your circumstances. My favorite example is Avis Rent A Car’s old slogan: “When you’re only No. 2, you try harder.” If you learn how to set expectations, almost anything can become a strength.

From Barron's list on finding your voice.

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