Book Summary:
Alchemy by Rory Sutherland

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🗒 Note: My notes are a mix of key ideas and quotes from the book as well as my own thoughts.

💡 The opposite of a good idea can be a very good idea.

Why the corporate world is not creative – No one was fired for using too much logic. People try to justify their decisions with pure logic so that they won’t be blamed for the results. But, the non-rational solution might actually be better.
Writing for a persona vs. writing for one person – If you always try to use data to determine who is your average client, you’ll often target people who rarely exist. Don’t design for the average; design for the typical.

Behavioral psychology in action: Ogilvy London painted baby faces on shop shutters to reduce vandalism.
Everything can become exclusive. Before Dyson, vacuum cleaners were generic products. Now, they’re a status symbol.

"The heart has reason in which reason knows nothing."

💲 We enjoy buying either very cheap or very expensive stuff.
These both give us a dopamine boost and make for a good story.

Gifts — People often struggle to find gifts for their loved ones.
Define your product as a gift.

That’s why many online shops add “given as a gift” to product descriptions.

1. Cheap

2. Premium The one you want the client to take

3. Decoy An offer so bad that choosing the premium option becomes a no-brainer

On how to acquire gold from iron — During a crisis, Prussia asked rich people to donate their gold jewelry in exchange for iron jewelry. A little engraving on the metal jewelry stated it was given in return for gold.

Suddenly, wearing metal jewelry became a high-status symbol.

On creating desire — The Prussian king, Friedrich, wanted to turn potatoes into a desirable vegetable because people didn’t want to eat and grow them. So he planted some potatoes and put a high fence around them.

Suddenly, people started appreciating potatoes

Invent new words and give names to behaviors —
The Belgian government wanted people to stop drinking and driving, so they invented the term BOB (“Bewust Onbeschonken Bestuurder”), which translates to “Consciously Non-Drunk Driver.” It was easier for people to refuse a drink because they could just say, “no thanks, I’m BOB.”
Market asymmetry —
When the buyer knows less about the product than the seller. Like, with the hoverboard market. No clear product name, no clear branding, no clear features.
Reframing —
Acamol Night was invented as regular medicine. But there was one problem: it made you sleepy. So they reframed it to be a medicine that not only cures you but also helps you to sleep better.
[Whoa!]
The focusing illusion —
When we pay too much attention to a particular event or detail without seeing the big picture. This phenomenon is also why focusing on one USP can help you sell better.
- Porsche – Fast, Volvo – Safe, etc.
The 300M button —
An e-commerce company made a button that lets customers check out as guests instead of registering. The result: increased sales by 300M a year.

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