Rory Sutherland Livres

We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence. But we arent, and we dont. In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence peoples choices you have to bypass reason. The best ideas dont make rational sense: they make you feel more than they make you think. Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 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. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

In business, influencing behavior is essential for success. Over the past 50 years, our understanding of human behavior has advanced significantly, and this book illustrates how behavioral science can transform our approach to influencing actions and gaining a competitive edge. Richard Chataway, from the BVA Nudge Unit, a consultancy focused on behavioral change, shares his extensive experience in various sectors, from military recruitment to promoting consumer choices and developing successful mobile apps for smoking cessation. By introducing key thinkers and practitioners in the field, Richard explores the hidden influences, biases, and fallacies that shape the behavior of customers, employees, and leaders. He demonstrates how to ethically apply these insights to attract and retain customers, drive meaningful innovation, differentiate in a landscape increasingly dominated by automation and AI, and foster happy, productive workplaces. This practical guide empowers readers to proactively shape behavior rather than merely reacting to it, making it an essential resource for anyone looking to harness the power of behavioral science in their business strategy.