Will I love Alchemy?

I first discovered Rory Sutherland’s work via his TED Talks and found that he is entertaining as well as insightful and inspiring, which is why I often show his talks to my students.

Alchemy is just as insightful and inspiring. And it’s fun to read.

Through his videos and writing, I’ve found that no one can explain the irrationality of human behavior just like him. I’ve been inspired by his stories, insights, and case studies, and often used them to form my thinking when solving branding problems for clients. I believe you will, too.

For transparency’s sake, I should note… show more.

“The opposite of a good idea can still be a good idea.” Rory Sutherland is full of practical tips and examples from big brands and projects that can be applied to any business. By not being afraid of asking the dumb and obvious questions, you can open up a whole world of possibilities in your branding and experience. 

Even with the best practice approach, you’ll never be good at everything. Alchemy made me realize that not only is that acceptable, but it can be a good thing.

This alchemy isn’t about turning physical materials into gold, but about making the best out of your circumstances. My favorite example is Avis Rent A Car’s old slogan: “When you’re only No. 2, you try harder.” If you learn how to set expectations, almost anything can become a strength.