Alchemy

Rory Sutherland brings behavioural science, branding instincts and unusual examples together to challenge the idea that people always act rationally. From train countdown boards to stripy toothpaste and Red Bull, the argument is that small shifts in perception can change how problems feel and how solutions work.

The result is a lively account for readers who enjoy ideas about decision making, marketing and human behaviour. It suits anyone interested in why common sense often misses the point and how original thinking can create better answers to everyday problems.