Alchemy

This is a breakthrough book: Mother Reality makes sense in her own way. She yields her secrets to practitioners, almost never to academics - something psychologists, economists and non-skin in the game people, no matter what they say, are functionally unable to grasp. And the book is funny as hell: I smiled and laughed at every paragraph. Furthermore, this is the first such treatise written by someone who had true contact with reality via something called a P/L. And this is wonderfully applicable to about everything in life, from how to announce airplane delays to how to handle unsold opera tickets. Buy two copies of this book in case one is stolen.

Nassim Nicholas Taleb, scholar and former trader; author of the Incerto.

Reading Alchemy was, as its title promised, the process of turning paper and print into gold. Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages. Don't miss this book.

Robert Cialdini, bestselling author of Influence, Yes!, The Small BIG and Pre-suasion

Deeply original

Robert Trivers, evolutionary biologist and author of Deceit and Self-Deception

Rory Sutherland is one of the all-time great raconteurs, polymaths, and ad men. But this book shows his hidden depths. Within this fun, quirky, hilarious page-turner, he develops a profound critique of technocratic hubris and fetishised economics. Sutherland helps us rediscover the profound wisdom behind everyday human reasoning, and invites us to explore the magic that happens when we trust a bit less in our focus groups and optimization models, and trust a bit more in our creative eccentricity.

Geoffrey Miller, evolutionary psychologist, author of The Mating Mind, Spent, and What Women Want

Brilliant, Brilliant, Brilliant … wonderfully heretical, naughty and funny … Uncommon sense on stilts

Jules Goddard, Fellow of the Centre for Management Development at London Business School and co-author of Uncommon Sense, Common Nonsense

Buy this book for the footnotes alone… As a committed devotee of rationalism, who thinks there is not enough of it in this world, I rationally ought to hate this book. Instead I loved it. It’s full of great insights.

Matt Ridley, author of The Rational Optimist

Sutherland captivates in a narrative full of intellectual treats that explain much of the behaviours in the world around us. This illogically logical read is a must read for anyone who is in the people business!

Dilip Soman, Canada Research Chair in Behavioural Science and Economics, University of Toronto

Sutherland’s book touches on many facets of life, but all come down to the importance of "psycho-logic", or non-rational factors, in how we make decisions and how problems can be solved

CAMPAIGN magazine

Stimulating and funny

The Times

Revelatory and entertaining

The Sunday Times