Alchemy

Drawing on his experience in advertising and consumer culture, Rory Sutherland explores why human behaviour is often shaped by signals, perceptions, and context rather than neat logic alone. He argues that objective measures do not always predict what people will value or choose.

The book offers examples and observations about branding, decision making, and the strange ways products and services succeed. It presents a broad view of how businesses and readers can think differently about everyday judgments and future outcomes.