Alchemy (Ebury Publishing)

'A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas Taleb Why is Red Bull so popular - even though everyone hates the taste$354 Why do countdown boards on platforms take away the pain of train delays$355 And why do we prefer stripy toothpaste$356 Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem.

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. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence.

Instead, the big problems we face every day, whether as an individual or in society, could very well be solved aby thinking less logically. To be brilliant, you have to be irrational.