Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work

In 'The Business of Brands', Matt Johnson explores how brand equity drives financial value for organizations. He provides a framework for understanding and measuring brand strength, emphasizing the importance of emotional connections with consumers. Johnson examines how brand attributes, awareness, and loyalty contribute to overall financial performance. The book offers practical strategies for building and managing brand equity to maximize long-term profitability. It includes case studies and examples from various industries, illustrating how effective branding can create a competitive advantage. By integrating marketing insights with financial analysis, 'The Business of Brands' provides a comprehensive guide for leveraging brand equity to achieve sustainable growth.

This book examines the evolution of corporations in the 21st century, analyzing their structures, strategies, and impact on society.

In 'Win Without Pitching', Blair Enns challenges traditional sales approaches, advocating for a more collaborative and respectful client-agency relationship. The book introduces a value-based approach, focusing on expertise and mutual understanding rather than aggressive pitching. Enns provides practical strategies for positioning oneself as a trusted advisor, emphasizing the importance of diagnosing client problems and offering valuable insights. It outlines the 'Four Questions' framework to guide productive conversations and establish fair compensation. The book encourages agencies to shift from a reactive, subservient role to a proactive, authoritative one, fostering long-term client partnerships. By prioritizing value creation and clear communication, 'Win Without Pitching' aims to transform the sales process into a mutually beneficial endeavor.

Published in 2006, *Blindsight* follows a crew of astronauts on the ship Theseus as they investigate a trans-Neptunian comet transmitting an unidentified radio signal. The novel delves into themes of consciousness, free will, artificial intelligence, neurology, and game theory. Narrated by Siri Keeton, a synthesist with a unique neurological condition, the story raises questions about the essential character of consciousness and its necessity for human experience. The novel also features vampires resurrected through genetic engineering and aliens that challenge traditional notions of consciousness and communication.

In 'The Unaccountability Machine', Dan Davies explores why large systems, including markets, institutions, and governments, often produce outcomes that no one intends. He draws on the work of Stafford Beer, a pioneer in management cybernetics, to explain how organizations can be seen as artificial intelligences making decisions independent of their members' intentions. Davies critiques the current state of management and economic systems, highlighting the concept of 'accountability sinks' where negative feedback is ignored, and discusses the consequences of these systemic failures, including the 2008 financial crisis. The book is a blend of part-biography and part-political thriller, offering a compelling narrative on the need for better accountability and decision-making processes.

In 'The Choice Factory', Richard Shotton delves into the world of behavioural economics, presenting 25 cognitive biases that shape consumer decisions. The book is written in an entertaining and highly-accessible format, with each chapter addressing a different bias and providing simple ways to apply it to marketing challenges. Shotton draws on evidence from academia, real-life ad campaigns, and his own original research, and includes insights from interviews with prominent thinkers in advertising. The book covers a range of biases, from priming and the pratfall effect to charm pricing and the curse of knowledge, making the science of behavioural economics accessible for marketing applications.

In 'Unreasonable Hospitality,' Will Guidara shares his experiences as the General Manager of Eleven Madison Park and The NoMad, highlighting the importance of hospitality in any business. The book emphasizes that simply offering a great product is not enough; organizations must also focus on creating authentic connections and memorable experiences for both customers and employees. Guidara provides practical advice on setting expectations, managing teams, and adapting to unexpected situations, all while maintaining a commitment to hospitality that goes beyond mere service. His approach is applicable across various industries, not just limited to restaurants and luxury businesses.

In 'Misbehaving: The Making of Behavioral Economics,' Richard H. Thaler recounts his journey in challenging traditional economic theories that assume humans are rational actors. The book chronicles the evolution of behavioral economics, a field that integrates psychology and economics to understand how people actually make decisions. Thaler discusses various behavioral concepts such as endowment effects, mental accounting, and self-control issues, using anecdotes and empirical studies to illustrate these points. The book also delves into Thaler's personal struggles and successes in establishing behavioral economics as a recognized field, including his work with institutions like the British tax collection agency and his battles with traditional economic thinking.

In this book, Rory Sutherland explores the art and science of creating magic in brands, business, and life. He combines scientific research with entertaining stories and case studies from his career, including campaigns for AmEx and Microsoft. Sutherland emphasizes the importance of understanding human behavior, highlighting how decisions are often influenced by subtle external signals rather than objective qualities. The book challenges traditional marketing strategies by advocating for a more holistic and creative approach, using techniques such as storytelling, social proof, and framing to influence consumer decisions. It also explores how these principles can be applied to various social aims beyond just selling products.