Alchemy: The Dark Art and Curious Science of Creating Magic ...

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

Rory Sutherland

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The Fun Formula

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The Diary of a CEO

Pillar 2. The Story

Law 10. Useless absurdity will define you more than useful practicalities.

You public story will be defined not by all the usefull practical things that you do - in many cases, not even by the products that you sell - but by the useless absurdity that your brand is associated with.

A brand’s publicity is defined

The Business of Choice: Marketing to Consumers' Instincts

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Pitch Anything

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