Authors and thinkers
Author

Rory Sutherland

6 key ideas, each explained in our own words.

Alchemy

  1. IDEA 1

    Logic isn't everything

    Many ideas that work look illogical. People respond to how things feel, not only to function.

  2. IDEA 2

    Costly signals build trust

    Expensive packaging or heavy advertising signal confidence and commitment, which customers read as quality.

  3. IDEA 3

    Reframe before you rebuild

    Changing a name or framing can shift behaviour more than costly engineering.

All 6 ideas from Alchemy →

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