Sublime
An inspiration engine for ideas
People are much more comfortable attributing the success of a business to superior technology or better supply-chain management than to an unconscious, unspoken human desire.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
The psychological complexity of human behaviour is reduced to a narrow set of assumptions about what people want, which means they design a world for logical rather than psycho-logical people.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
The best insurance against blame is to use conventional logic in every decision.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Highly educated people don’t merely use logic; it is part of their identity.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
This alternative logic emerges from a parallel operating system within the human mind, which often operates unconsciously, and is far more powerful and pervasive than you realise.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
via Rory Sutherland: Humans don’t always maximize utility. We have two inbuilt modes: habit (do what I’ve done before) and social copying (do what others do).
‘The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.’*
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
we generally find it easier to buy things that serve a single purpose.