Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Rory Sutherland · First published May 7th 2019

“A breakthrough book. Wonderfully applicable to about everything in life.” —Nassim Nicholas Taleb, author of The Black Swan

“Veins of wisdom emerge regularly and brilliantly from these pages. Don’t miss this book.” —Robert B. Cialdini, author of Influence

Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.

“Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life” is a book that explores the concept of creating magic and enchantment in the world of branding and business. Author Rory Sutherland argues that brands and businesses need to focus on creating a positive experience for their customers and not just providing products or services. He believes that it is through alchemy, the art of transforming something ordinary into something extraordinary, that businesses can create magic and attract customers.

1. Focus on creating a positive experience for your customers, not just providing a product or service.
2. Alchemy, the art of transforming something ordinary into something extraordinary, is crucial for success in business.
3. Embrace the power of storytelling to create a sense of magic in your brand.
4. Pay attention to the emotional experience of your customers, not just the rational benefits of your product or service.
5. Always be creative and look for new and innovative ways to stand out in your industry.
6. Invest in design and aesthetics to enhance the emotional appeal of your brand.
7. Use humor and wit in your marketing and branding efforts to create a memorable and enjoyable experience for your customers.
8. Collaborate with other businesses and brands to create a greater sense of community and shared purpose.
9. Focus on the long-term value of your brand, not just short-term gains.
10. Continuously evolve and adapt to changing market trends and customer needs to remain relevant and successful.