Why Irrational Ideas Often Win in Marketing

This book was recommended to me by a designer I work with and we’re still friends, so it’s not a bad recommendation!

I found many of the ideas fascinating, especially the story of how Red Bull was conceived and marketed. At first glance, some of these concepts seem astounding, but when you dig into the psychology behind them, they make complete sense. The book really flips a lot of traditional marketing assumptions on their head.

Rory Sutherland packs the book with insights. Sometimes it feels like every idea he’s ever had is in here. My one criticism is that it’s long and contains a lot of repetition, which goes beyond simple reinforcement.

If you have something to sell or even just a product to design, this book is well worth reading.

Alchemy: The Surprising Power of Ideas That Don't Make Sense
Rory Sutherland
ISBN-13: 978-0753551370

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