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The power of creativity and human psychology.

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland is a must-read for anyone interested in the power of creativity and human psychology in marketing and business. In this book, Sutherland takes readers on a fascinating journey. He explores the science of decision-making and the role of perception, emotion, and psychology in shaping the world around us.

Key Takeaways

One of the greatest strengths of this book is Sutherland’s ability to weave together real-world examples with academic research, making complex concepts accessible and easy to understand. The book is filled with fascinating anecdotes and case studies, ranging from the world of advertising and marketing to the world of politics, economics, and human behavior.

One of the key takeaways from the book is that the most successful businesses and brands are those that understand the power of human psychology and emotion in shaping decision-making. Sutherland argues that we are not always rational beings. And in reality, our perceptions and emotions play a critical role in how we interpret the world around us. By understanding these psychological processes, businesses and brands can create more effective marketing and communication strategies. Ones that resonate with consumers on a deeper level.

Furthermore, Sutherland’s writing style is engaging and witty, making for an enjoyable and entertaining read. He is not afraid to challenge conventional wisdom, and his insights and observations are thought-provoking and insightful. Whether you are a marketer, business owner, or simply someone interested in the power of human psychology, Alchemy is a book that is sure to inspire and inform.


Overall, Alchemy by Rory Sutherland is an excellent read that is both informative and entertaining. Sutherland’s ability to blend academic research with real-world examples and his engaging writing style make this book a must-read. At least, for anyone interested in the power of creativity and human psychology in marketing and business. The insights and observations presented in this book are thought-provoking and insightful. And of course, the case studies and anecdotes make for an entertaining and engaging read.

PULL is a full-service branding and consulting agency specializing in outdoor brands. We have experience in both building brands from scratch and shepherding established brands to their next peak. 

If your brand could use an outside perspective or you just want to shoot the breeze, don’t hesitate to drop us a line

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