Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly seven million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists.

This reading is called "The Opposite of a Good Idea Can Be a Good Idea"

Order a copy of Alchemy from your local bookstore or here on Amazon.