Sequential Logic in Problem Solving is Sub-Optimal

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Sequential logic is not the best approach to problem solving. Problem solving is more Darwinian and iterative, relying on subconscious mental processes and tacit skills. The creative process is not easily replicated and requires acquiring a unique perspective. The book mentioned provides valuable lessons, such as the beginner's mind benefiting from ignorance.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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