Alchemy
The legendary advertising guru—Ogilvy UK’s vice chairman—and star of three massively popular TED Talks, blends the science of human behavior with his vast experience in the art of persuasion in this incomparable book that decodes successful branding and marketing in the vein of Freakonomics, Thinking Fast and Slow, and The Power of Habit. When Rory Sutherland was a trainee working on a direct mail campaign at the famed advertising firm OgilvyOne, he noticed that very small changes in design often had immense effects on the number of consumer responses. Yet no one he worked with knew why. Sutherland began taking stock of each effective yet nebulous trick—”the thing which has no name”—he discovered. As he rose in the advertising industry, he began to understand why these things had no name: no one was interested in quantifying them, cataloguing them, or really investigating them. So, he did it himself. Like classic behavioral economists Daniel Kahneman and Richard Thaler, Sutherland peels away hidden, often irrational human behaviors that explain how the world around us functions. In How to Be an Alchemist he examines why certain ads work and the broader truths they tell us about who we are. Why do people prefer stripy toothpaste, and how might that help us design retirement plans that young people would actually buy? Why do we think orange juice is healthy, and how does the same principle guide our feelings about nuclear reactors?
Stats for nerds
20recommend
29mentions
23people
2019–2026years
86% recommend14% neutral
Mentions per year
What Hacker News says
- There is a premise in the "selling out" scenario that assumes the artist is accepting money from a company so that company can sell more of the same -- or even a WORSE -- product using the artist to market the product. This CAN be true, and humans have a cogitative bias to remember negativity over positives. So we remember the times when the artists screwed over their fans... and hence we boo them.
When marketing collaborations are used to inform people of something actually good, then they can actually be great for everyone. The best example is Ben & Jerry's Ice Cream collaborations. It's hard to communicate "no, it's hard to understand, but this blend of candies is especially worth trying," so the best way to do that is to have a celebrity vouch for it. And, what do you know, those collaborations have been wildly successful. It's hard to convince people that "putting ice cream cone in the ice cream" is surprisingly good, but if you just put Stephen Colbert on the label with a big thumbs up, most people will give it a try.
Marketing can be manipulative, but it can also be very, very helpful to customers who don't have perfect information. This is exactly the point of Rory Sutherland's book Alchemy: https://www.goodreads.com/book/show/26210508-alchemy
- I cannot recommend Rory Sutherland's book Alchemy enough.
It is up there with great book for me like Taleb's Incerto series when it comes to deeply interesting ideas I would not have noticed if they hadn't been pointed out to me.
https://www.goodreads.com/book/show/26210508-alchemy (the subtitle of this book seems to be different in different countries)
- For folks that don't appreciate the power of marketing and advertising, I would strongly recommend the book Alchemy by Rory Sutherland. The point isn't to say "well ackchyually marketing is good," but is instead to say that the human mind has some built-in irrationality, and understanding the our behavioral predispositions interact with the world means that we can make better decisions in life and in business.
- I recommend _Alchemy: The Surprising Power of Ideas That Don't Make Sense_ by Rory Sutherland [0]. It will help improve the understanding of marketing and hows business operate. This is an over simplified summary.
There are mainly two reasons people buy something.
1) It is seen as good deal.
2) It is seen as luxury.
Your premise hinges on only #1 and ignores #2. #1 is also limited to select products. How many bed sheets or cars do you need?
It also rejects the Friedman doctrine [1]. The continual following of this doctrine is what has lead to the enshitification of many products and services. Non-living wages also came out of following it. Living wages harms profits.
- I've been reading Rory Sutherland's book Alchemy and it's full of fascinating insights about marketing/branding etc
Case in point:
- company was testing out their mail based fundraising drive
- they randomly tested cheap vs expensive envelopes, regular envelopers vs side opening envelopes etc for how people could send back a check
- they found that expensive envelopes beat cheap and side envelopes beat top loading
The part that was fascinating is that many folks would think "what difference does it make what kind of envelope you use?". Sutherland points out that putting a check for a large amount in a cheap envelope somehow feels "wrong" even if people can't verbalize this.
Another example is how in the 1950s many food engineers were obsessed with the idea of "food nutrient pills" and how they would replace cooking and eating out in restaurants. While it's true that things like Soylent and Huel made inroads with the tech crowd, most people still love going out to restaurants. The point being b/c eating out isn't only about eating: it's also about taking your wife out for your anniversary or meeting your siblings who are visiting from abroad.
I mention this b/c the HN crowd tends to be very logical/rational (including myself) and this book was a real eye opener around how people actually make decisions.
- This was a great read. It reminds me slightly of the book Alchemy by Rory Sutherland. I used to play Warhammer (Fantasy, not 40k) so it was really nice to reminisce.
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