A great deal of customer behavior remains a mystery even in a world built on economic models and logical methodology. In Rory Sutherland’s Alchemy, you will see how to apply creative thinking to explain seemingly inexplicable behavior and also learn that some behavior is more obvious than you thought.

Identifying phenomena is only part of the journey -- you will also learn how to unleash all parts of your (and most consumer's brains) to solve complex problems of consumer behavior.

https://accessorytosuccess.com/blogs/books/alchemy-book-summary