Alchemy
The human mind does not run on logic any more than a horse runs on petrol
You need to ignore what people say, instead, you need to concentrate on what people feel. Our conscious, logical mind does not influence our behaviour and purchase decisions. Our feelings do. To strike gold in business, you must master the dark art and curious science of conjuring irresistible ideas. Every marketer can sell a product, but to create an emotional bond, you need to be able to give something of value away. It is much harder and more effective to make someone feel they deserve something than that they simply want it. It is about decoding human behaviour, finding deep psychological insights, discovering the most compelling secrets to human decision-making.
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Alchemy
The human mind does not run on logic any more than a horse runs on petrol.
You need to ignore what people say, instead, you need to concentrate on what people feel. We simply don’t have access to people’s genuine motivations because it is not in their interest to know. The idea is to learn how to crack the code how people behave and make decisions in the real world. Listen to the Podcast how Rory Sutherland, the author of the book Alchemy, give examples of brands that did crack the code.
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