`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.
