Alchemy

Penguin presents the audiobook edition of Alchemy: The Surprising Power of Ideas That Don't Make Sense, written and read by Rory Sutherland. To be brilliant, you have to be irrationalWhy is Red Bull so popular - even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren't, and we don't.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 people's choices you have to bypass reason. The best ideas don't 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 new historical crime thriller, a Sunday Times bestseller, perfect for fans of C. J. Sansom and Hilary Mantel Prague, 1588. A COURT IN TURMOIL The court of the Holy Roman Emperor, Rudolf II, is a haven for scientists, astrologers and alchemists. The dream – to discover the philosopher’s stone and attain immortality. But now there are rumours of heresy. A MURDERED ALCHEMIST Giordano Bruno is sent to Prague as a spy for Elizabeth I. He arrives to find the palace in uproar – an alchemist has been murdered. AN UNFORGIVING ENEMY Ordered by the emperor to uncover the killer, Bruno must negotiate the jostling factions at court, as well as the religious tensions brewing in the city. And his hunt to track down a murderer soon proves as elusive as the elixir of life itself… Praise for Alchemy ‘The clever twists and turns of Alchemy are assuredly plotted and Prague, a city in religious and political turmoil, makes for a powerful setting’ The Times ‘Over the past dozen years, S. J. Parris’s novels… have been among the most enjoyable of all historical thrillers’ Sunday Times ‘Breathless pace and acutely observed detail make for a story that confounds and surprises’ Observer S. J. Parris's book Alchemy was a Sunday Times bestseller w/c 03-07-2023

The new historical crime thriller, a Sunday Times bestseller, perfect for fans of C. J. Sansom and Hilary Mantel Prague, 1588. A COURT IN TURMOIL The court of the Holy Roman Emperor, Rudolf II, is a haven for scientists, astrologers and alchemists. The dream – to discover the philosopher’s stone and attain immortality. But now there are rumours of heresy. A MURDERED ALCHEMIST Giordano Bruno is sent to Prague as a spy for Elizabeth I. He arrives to find the palace in uproar – an alchemist has been murdered. AN UNFORGIVING ENEMY Ordered by the emperor to uncover the killer, Bruno must negotiate the jostling factions at court, as well as the religious tensions brewing in the city. And his hunt to track down a murderer soon proves as elusive as the elixir of life itself… Praise for Alchemy ‘The clever twists and turns of Alchemy are assuredly plotted and Prague, a city in religious and political turmoil, makes for a powerful setting’ The Times ‘Over the past dozen years, S. J. Parris’s novels… have been among the most enjoyable of all historical thrillers’ Sunday Times ‘Breathless pace and acutely observed detail make for a story that confounds and surprises’ Observer S. J. Parris's book Alchemy was a Sunday Times bestseller w/c 03-07-2023

According to the author, alchemy was the belief that "all the metals (and, indeed, all forms of matter) are one in origin, and are produced by an evolutionary process. The Soul of them all is one and the same; it is only the Soul that is permanent..." Redgrove offers a detailed account of alchemy's controversial history, treating both the theoretical and physical approaches to the field. Alchemy: Ancient and Modern has long been viewed as a significant introductory text to the subject. Herbert Stanley Redgrove (1887-1943) wrote several texts on similar topics, including A Mathematical Theory of Spirit, Bygone Beliefs and Purpose and Transcendentalism. He was a chemist and a founder of the Alchemical Society in London. This edition is dedicated to Adam Kendall, in his distinctive way an authority on the mysteries of the past.

According to the author, alchemy was the belief that "all the metals (and, indeed, all forms of matter) are one in origin, and are produced by an evolutionary process. The Soul of them all is one and the same; it is only the Soul that is permanent..." Redgrove offers a detailed account of alchemy's controversial history, treating both the theoretical and physical approaches to the field. Alchemy: Ancient and Modern has long been viewed as a significant introductory text to the subject. Herbert Stanley Redgrove (1887-1943) wrote several texts on similar topics, including A Mathematical Theory of Spirit, Bygone Beliefs and Purpose and Transcendentalism. He was a chemist and a founder of the Alchemical Society in London. This edition is dedicated to Adam Kendall, in his distinctive way an authority on the mysteries of the past.

Renowned channeler Paul Selig shares the wisdom of The Guides The gift of the times you sit in, humanity at a crossroads, is the gift of the unknown, the unseen, the unprepared for. "How can I prepare for a future, when all I have trusted and believed in seems to be falling away?"...You say yes to the uncertain moment. You agree that the path before you will be lit as you walk it, and not a moment before. In Alchemy: A Channeled Text, The Guides offer us a way to engage the transformational process of moving beyond a limited interpretation of the self and into a place of true manifestation. As humanity stands at a crossroads, the voices of The Guides offer insight and a path forward. Paul Selig, the author of Beyond the Known: Realization, is one of the foremost spiritual channels in the world. Alchemy is composed of the pure, unedited words of The Guides as they have been channeled through Paul. Their message is poignant and beautifully written, humming with wisdom and insight for all who are ready and willing to receive their words.

Renowned channeler Paul Selig shares the wisdom of The Guides The gift of the times you sit in, humanity at a crossroads, is the gift of the unknown, the unseen, the unprepared for. "How can I prepare for a future, when all I have trusted and believed in seems to be falling away?"...You say yes to the uncertain moment. You agree that the path before you will be lit as you walk it, and not a moment before. In Alchemy: A Channeled Text, The Guides offer us a way to engage the transformational process of moving beyond a limited interpretation of the self and into a place of true manifestation. As humanity stands at a crossroads, the voices of The Guides offer insight and a path forward. Paul Selig, the author of Beyond the Known: Realization, is one of the foremost spiritual channels in the world. Alchemy is composed of the pure, unedited words of The Guides as they have been channeled through Paul. Their message is poignant and beautifully written, humming with wisdom and insight for all who are ready and willing to receive their words.

Discover the secret power of irrational thinking to create magic in branding, business, and life, with the breakthrough book from the advertising legend. AS SEEN ON THE DIARY OF A CEO PODCAST ‘ Revelatory and entertaining’ Sunday Times ‘ Sutherland uses his decades of experience to dissect human spending behavior in an insanely entertaining way…a must read’ Entrepreneur, Best Books of the Year ‘ One of the leading minds in the world of branding’ NPR -------------- Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste? The answer? Humans are, in a word, irrational. In his groundbreaking book, TED Talk superstar and Ogilvy advertising icon Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem. Based on thirty years of field work, his unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision making can be found in surprising places: What can honeybees teach us about creating a sustainable business? How could budget airlines show us how to market a health-care system? Why is it better to be vaguely right than precisely wrong? What might football penalty kicks teach us about the dangers of risk aversion? Better “branding,” Sutherland reveals, can also be employed not just to sell products but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. In his mission to turn us all into idea alchemists, Sutherland blends cutting-edge behavioural science with jaw-dropping true stories to show that the problems we face, both as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational. This book shows you how.

Discover the secret power of irrational thinking to create magic in branding, business, and life, with the breakthrough book from the advertising legend. AS SEEN ON THE DIARY OF A CEO PODCAST ‘ Revelatory and entertaining’ Sunday Times ‘ Sutherland uses his decades of experience to dissect human spending behavior in an insanely entertaining way…a must read’ Entrepreneur, Best Books of the Year ‘ One of the leading minds in the world of branding’ NPR -------------- Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste? The answer? Humans are, in a word, irrational. In his groundbreaking book, TED Talk superstar and Ogilvy advertising icon Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem. Based on thirty years of field work, his unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision making can be found in surprising places: What can honeybees teach us about creating a sustainable business? How could budget airlines show us how to market a health-care system? Why is it better to be vaguely right than precisely wrong? What might football penalty kicks teach us about the dangers of risk aversion? Better “branding,” Sutherland reveals, can also be employed not just to sell products but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. In his mission to turn us all into idea alchemists, Sutherland blends cutting-edge behavioural science with jaw-dropping true stories to show that the problems we face, both as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational. This book shows you how.

HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend--"one of the leading minds in the world of branding" (NPR)--explores the art and science of conjuring irresistible products and ideas . "Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." --Entrepreneur ("Best Books of the Year") Why is Red Bull so popular, though everyone-- everyone! --hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can't be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy . Based on thirty years of field work inside the largest experiment in human behavior ever conceived--the forever-unfolding pageant of consumer capitalism-- Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others. Heralded as "one of the leading minds in the world of branding" by NPR and "the don of modern advertising" by The Times , Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places: What can honey bees teach us about creating a sustainable business? How could budget airlines show us how to market a healthcare system? Why is it better to be vaguely right than precisely wrong? What might soccer penalty kicks teach us about the dangers of risk-aversion? Better "branding," Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. Equally startling and profound, Sutherland's journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.

HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend--"one of the leading minds in the world of branding" (NPR)--explores the art and science of conjuring irresistible products and ideas . "Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." --Entrepreneur ("Best Books of the Year") Why is Red Bull so popular, though everyone-- everyone! --hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can't be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy . Based on thirty years of field work inside the largest experiment in human behavior ever conceived--the forever-unfolding pageant of consumer capitalism-- Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others. Heralded as "one of the leading minds in the world of branding" by NPR and "the don of modern advertising" by The Times , Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places: What can honey bees teach us about creating a sustainable business? How could budget airlines show us how to market a healthcare system? Why is it better to be vaguely right than precisely wrong? What might soccer penalty kicks teach us about the dangers of risk-aversion? Better "branding," Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. Equally startling and profound, Sutherland's journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.

Flush with hundreds of illustrations, this book revisits the histories of chemistry, medicine, ideas, and culture through the lens of alchemy The craft of alchemy has intrigued and mystified people since antiquity. Many early cultures are known to have experimented with chemical transformations: from dyes, glazes, and cosmetics in Bronze Age Egypt to life-extending elixirs pursued by scholars in ancient China and India. Many have also attempted to transform lead, mercury, and other metals into gold--and some claim to have succeeded. In this visually stunning volume, Philip Ball sets alchemy within the context of the history of science and culture, showing that it was not simply an esoteric fantasy but an important phase in the development of experimental science and natural philosophy. Rich illustrations complement a narrative history of the methods and techniques developed in alchemical workshops, the search for the philosopher's stone and "elixirs of life" that extended across diverse cultures, and the controversies surrounding the practices of making alchemical gold and alchemical medicine. Ball explores the rise of alchemy from its inception in Hellenistic culture, through the golden age of Islamic natural philosophy in the eighth to the eleventh centuries, to the emergence of the tradition of natural magic in the Renaissance, and to the roles of alchemical thought and practice in the beginnings of early modern science in the seventeenth century. He traces the persistence of alchemical ideas through the occult revival of the late nineteenth century and the fascination of the topic for modern artists and writers. This engaging and accessible book will provide readers of all backgrounds with a nuanced understanding of alchemy and its history.

Flush with hundreds of illustrations, this book revisits the histories of chemistry, medicine, ideas, and culture through the lens of alchemy The craft of alchemy has intrigued and mystified people since antiquity. Many early cultures are known to have experimented with chemical transformations: from dyes, glazes, and cosmetics in Bronze Age Egypt to life-extending elixirs pursued by scholars in ancient China and India. Many have also attempted to transform lead, mercury, and other metals into gold--and some claim to have succeeded. In this visually stunning volume, Philip Ball sets alchemy within the context of the history of science and culture, showing that it was not simply an esoteric fantasy but an important phase in the development of experimental science and natural philosophy. Rich illustrations complement a narrative history of the methods and techniques developed in alchemical workshops, the search for the philosopher's stone and "elixirs of life" that extended across diverse cultures, and the controversies surrounding the practices of making alchemical gold and alchemical medicine. Ball explores the rise of alchemy from its inception in Hellenistic culture, through the golden age of Islamic natural philosophy in the eighth to the eleventh centuries, to the emergence of the tradition of natural magic in the Renaissance, and to the roles of alchemical thought and practice in the beginnings of early modern science in the seventeenth century. He traces the persistence of alchemical ideas through the occult revival of the late nineteenth century and the fascination of the topic for modern artists and writers. This engaging and accessible book will provide readers of all backgrounds with a nuanced understanding of alchemy and its history.