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

When you demand logic, you pay a hidden price: you destroy magic.
valuable precisely because they are not confined to doing only those things that make sense to a committee.
We discovered that problems almost always have a plethora of seemingly irrational solutions waiting to be discovered, but that nobody is looking for them; everyone is too preoccupied with logic to look anywhere else.
We should never forget that our need for logic and certainty brings costs as well as benefits.
Engineering doesn’t allow for magic. Psychology does.
The importance of naming also extends to universities. A May/June 1999 article, ‘Overrated & Underrated’ by John Steele Gordon, in American Heritage magazine rated Elihu Yale the ‘most overrated philanthropist’ in American history, arguing that the college that became Yale University was successful largely because of the generosity of a man named
... See moreif, in the course of my life in London, I also end up being picked up once by a cab driver as his last ever fare and he rips me off a bit, me and the London cabbies will effectively be quits.
There remains one problem, which is the possibility that people may cheat immediately before they leave the game.*
When we engage in transactions, we are generally aware of the other party’s identity and can see clues to their commitment.