If you’ve landed on this page, you are likely part of a fascinating tribe: the marketers, psychologists, and curious minds who have heard the echoes of Rory Sutherland’s masterpiece, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life .

Why?

The following week, Julian’s boss presented the team with a crisis. The company had launched a new "Eco-Friendly Delivery Service." It was cheaper, slower, and used electric vans. The public hated it. They wanted their gas-guzzling, noisy vans back because they associated noise with reliability. The project was being scrapped.