'A breakthrough book. Wonderfully applicable to everything in life,
and funny as hell.' Nassim Nicholas Taleb Why is Red Bull so
popular - even though everyone hates the taste? Why do countdown
boards on platforms take away the pain of train delays? And why do
we prefer stripy toothpaste? Discover the alchemy behind original
thinking, as TED Talk superstar and Ogilvy advertising legend Rory
Sutherland reveals why abandoning logic and casting aside
rationality is the best way to solve any problem. In his first book
he blends cutting-edge behavioural science, jaw-dropping stories
and a touch of branding magic on his mission to turn us all into
idea alchemists. He shows how economists, businesses and
governments have got it all wrong: we are not rational creatures
who make logical decisions based on evidence. Instead, the big
problems we face every day, whether as an individual or in society,
could very well be solved by thinking less logically. To be
brilliant, you have to be irrational.
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