Alchemy: The Surprising Power of Ideas That Don’t Make Sense

基本信息

Edited by：Rory Sutherland

Publisher：Allen Lane

Published：13 May 2020

Language：English

Format Paperback：384 pages

ISBN10：0753556529

ISBN13：9780753556528

Weight：260 g

Dimensions：126 x 198 x 23（mm）

页面参数仅供参考，具体以实物为准

书籍简介

”一个突破的书。奇妙地适用于生活中的一切，而且滑稽得要命。”纳西姆•尼古拉斯•塔勒布

为什么红牛如此受欢迎——即使每个人都讨厌它的味道?为什么月台上的倒计时牌会带走火车晚点的痛苦?为什么我们更喜欢条状牙膏?

正如TED演讲巨星、奥美广告传奇罗里·萨瑟兰(Rory Sutherland)揭示的，为什么抛弃逻辑、抛弃理性是解决任何问题的最佳方式。

在他的第一本书中，他将尖端的行为科学、令人瞠目结舌的故事和一点品牌魔法融入到他的使命中，即把我们所有人都变成思想炼金术士。他指出，经济学家、企业和政府是如何全都搞错了:我们不是基于证据做出合乎逻辑决定的理性生物。相反，我们每天面临的大问题，无论是个人还是社会，都可以通过不那么有逻辑地思考来很好地解决。要想聪明，你必须不理性。

'A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas Taleb

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?

Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem.

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. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.

作者简介

罗里·萨瑟兰是奥美英国副主席和行为科学实践的创始人。他为《观察家》的“维基人”专栏撰稿，为英国广播公司第四广播频道(BBC Radio 4)提供系列节目，任职于进化研究所的顾问委员会，是广告从业人员协会(IPA)的前主席。IDM(直接与数字营销研究所)授予萨瑟兰终身荣誉奖学金。他的TED演讲有超过650万的点击量。2011年，他撰写了一系列博客文章、采访、推文和参考材料，名为《维基人》(The Wiki-Man)，他的第一本书《炼金术》(Alchemy)于2019年出版。

Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator's 'Wiki Man' column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011, and his first book Alchemy was published in 2019.