' A breakthrough book. Wonderfully applicable to everything in life and funny as hell .'
Nassim Nicholas Taleb Why is Red Bull so popular - even though everyone hates the taste? Why
do countdown boards on platforms take away the pain of train delays? And why do we prefer
stripy toothpaste? Discover the alchemy behind original thinking as TED Talk superstar and
Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside
rationality is the best way to solve any problem. In his first book he blends cutting-edge
behavioural science jaw-dropping stories and a touch of branding magic on his mission to turn
us all into idea alchemists. He shows how economists businesses and governments have got it
all wrong: we are not rational creatures who make logical decisions based on evidence. Instead
the big problems we face every day whether as an individual or in society could very well be
solved by thinking less logically. To be brilliant you have to be irrational.
