145 - Dean Millson (YOG 1994)

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.

This book by Derek Sivers is a collection of short, concise chapters offering practical wisdom on decision-making, prioritization, and living a fulfilling life. The central philosophy is that one should only commit to things that elicit a 'hell yeah' response, and say 'no' to everything else. This approach helps in avoiding burnout and ensuring time and energy are dedicated to the most important and exciting activities. The book covers themes such as what’s worth doing, fixing faulty thinking, and making things happen, providing numerous mental models and life lessons to apply in daily life.