My Working Life: Rory Sutherland

Originally published in 1957, 'The Hidden Persuaders' is a classic examination of how advertisers use motivation research, a psychological technique, to tap into consumers' unconscious desires. The book analyzes products, political campaigns, and television programs of the 1950s to reveal the insidious manipulation practices that dominate the corporate-driven world. It has sold over one million copies and significantly changed the public's perception of advertising.

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 argues that the division of the brain into two hemispheres is essential to human existence, allowing for two incompatible versions of the world. The left hemisphere is detail-oriented, prefers mechanisms to living things, and is inclined to self-interest, while the right hemisphere has greater breadth, flexibility, and generosity. McGilchrist takes the reader on a journey through the history of Western culture, illustrating the tension between these two worlds as revealed in the thought and belief of thinkers and artists from ancient to modern times. He argues that the increasing dominance of the left hemisphere in today’s world has potentially disastrous consequences.

In 'The Matter with Things', Iain McGilchrist delves into the neuroscience, epistemology, and metaphysics of the brain's hemispheres and their impact on human perception and understanding. The book is divided into two volumes: 'The Ways to Truth' and 'What Then is True? '. McGilchrist argues that the left hemisphere's dominance has led to a skewed perception of the world, neglecting the vital role of the right hemisphere in integrating science, reason, intuition, and imagination. He explores topics such as attention, perception, judgement, and the nature of reality, including concepts like time, space, consciousness, and the sacred. The book is a call to re-enchant the world and ourselves by recognizing the deeper, more holistic understanding provided by the right hemisphere.

Written in 1931 and published in 1932, 'Brave New World' is a dystopian novel set in a futuristic World State where humans are bred in vitro and predestined into a rigid social hierarchy. The novel explores themes of technological advancement, social conditioning, and the loss of individuality and freedom. The story revolves around characters such as Bernard Marx, an Alpha who questions the society, Mustapha Mond, the World Controller, and John, a 'Savage' from a reservation who introduces elements of emotion and individuality into the highly controlled World State. The novel critiques the optimism of technological progress and its potential to create a society that values stability and happiness over humanity and freedom.

In this book, Charles Duhigg explores the science of habit formation and change. He explains the 'habit loop' consisting of a cue, a routine, and a reward, and how understanding this loop can help in changing bad habits or forming good ones. The book includes numerous examples from various fields, such as how Procter & Gamble successfully marketed Febreze, how Alcoa transformed its business by focusing on safety, and how individuals like Olympic swimmer Michael Phelps and civil-rights hero Martin Luther King, Jr. benefited from specific habits. Duhigg argues that by harnessing this science, individuals and organizations can transform their lives and businesses.