Alchemy

Rory Sutherland explores behavioural science and branding through examples that challenge the idea that people always act rationally. He shows how small shifts in perception can change how problems feel and how solutions work, drawing on familiar cases from transport, products and advertising.

This is a lively account for readers interested in decision making, marketing and human behaviour. It will appeal to anyone curious about why common sense can miss the point and how original thinking can lead to better answers to everyday problems.