Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Paperback – January 26, 2021

Who will like this book* Anyone who makes any kinds of product — software products, physical products, experiences, processes, workplaces, cultures, etc* Any entrepreneur seeking to create valuable businesses* Anyone who wants to understand what is True in the world* Any Charlie Munger fans* Any Slate Star Codex fans* If people would describe you as highly rational, highly logical, etc, you’ll like this book* Anyone seeking ways to find undervalued ideas will like this book* Anyone who wants to maximize people’s subjective well-beingThe benefits you’ll get from this book* You’ll be able to see the world, and in particular people, more accurately* You’ll be able to make more valuable, more loved products (software product, advertising as a product, process as a product, etc) and experiences* It makes the valuable task of independent thinking slightly easierConclusion* This book is a critical reminder that the world isn’t what it seems to be.* It feels like a lesson, or a reminder, about what’s true in the world. A reminder that many of the beliefs you’ve been holding in your brain aren’t accurate, and therefore are leading you to misperceive the world. And it’s much easier to create value and valuable things if you accurately perceive the world!* I’ve read somewhere between 500 and 1000 non-fiction books, and Alchemy is in my top 10 all-time.After you read it* If you like this book, other books that you’ll like include: “Elephant in the Brain” by Simler/Hanson and any books by Geoffrey Miller on signaling and the hidden reasons we do things, “The Righteous Mind” by Haidt on understanding the truth behind people’s stated beliefs and reasoning, “Talking to Humans” on understanding the things we really want rather than the things we say we want, “The Secret of Our Success” on the ways things that seem irrational can be highly valuable.P.S. It’s great as an audiobook. I have the Kindle and the Audible versions and prefer the Audible version. The author reads it himself, and he has a very relaxed and conversational style reading of it. I normally like audiobooks, and this style was even easier and more enjoyable to listen to than most audiobooks, so I hope other audiobook producers copy his style!

This book is unusually deep for such an entertaining read. It is easy to zip through it and minimize its significance but it points to fundamental psychological and indeed metaphysical truths about us crazy humans. I hope I don't turn anyone off by using "metaphysical." The book is not at all pretentious or academic, but beneath the surface wisdom, there is a deeper wisdom flowing under the British wit and ebullience. If you see this as simply a business book, you take life much too literally, which is proof of just how much you need to read this book.Nothing in human life is exactly as it seems and Rory Sutherland faces that fact with something between relish and verve. Even if you avoid crass economic thinking you must see that most human interactions involve marketing of some kind, because ultimately, marketing comes down to communication.The book is wide-ranging and practical. More importantly, it should get you thinking more and more about all this. The book is no cookbook, but it is inspiring in encouraging us to think differently and move past superficial analysis. There are more than a few books like this one from a surface view, but I can't recommend this book enough if you are willing to really consider the implications of what Sutherland is saying.I bought the Kindle and the Audible version because the book will be reread and its entertainment value makes it a joy to listen to in the car. Rory Sutherland should never have to pay for a meal in his life. There a too many people who would not pass up the opportunity to provide him with that free lunch, breakfast or dinner in exchange for a few hours (or days) of conversation. They'd be amply rewarded for the experience. He can call me up anytime and I'd make an evening of it with a few friends.