Rory Sutherland
I think Alchemy is the first book I’ve read by anyone associated with marketing/advertising. For anyone involved in selling anything, I’d say this is a must-read. You should also read this if you’re intellectually curious, because in essence, this is a behavioural science book. It is even more relevant now because of the obsession with data. It isn’t that you should not look at data, but as Rory says, if you’re only using data, it’s like playing golf with only one club. “Logic should be a tool, not a rule”. This book is about the magic, which I think we’re forgetting in the fixation for data. Rory calls it psycho-logical, which is the way we make decisions in daily life.
Thanks to books like Donald D. Hoffman’s The Case Against Reality and Andy Clark’s The Experience Machine, the hypothesis is that our entire biological system (body and mind) are built to navigate the world, and we only see a version of reality. The brain predicts based on its experience and hypothesis and we fill in the details. When we do not have a complete understanding of decisions we ourselves take, it is hubris to think that we completely understand the motivations of others. Especially without considering nuances beyond data. “By using a simple economic model with a narrow view of human motivation, the neo-liberal project has become a threat to the human imagination’.
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