Alchemy | Rory Sutherland Pdf [repack]

: Instead of spending £6 billion to shave 40 minutes off the train journey between London and Paris, Sutherland suggests that installing high-quality Wi-Fi or hiring supermodels to serve champagne would have been cheaper and more effective at improving the experience of the trip.

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"We are not rational; we are rationalizing." : Instead of spending £6 billion to shave

: Change the context of a product rather than the product itself. alchemy rory sutherland pdf

: Recognizes that humans are inconsistent, emotional, and driven by context. Instead of building a faster train (which costs billions), you might spend a fraction of that installing Wi-Fi or countdown boards to make the journey feel shorter. The 11 Rules of Alchemy