Promotional Information

The hugely anticipated first book from the TED Talks star and advertising legend

About the Author

Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator's 'Wiki Man' column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011, and his first book Alchemy was published in 2019.

Reviews

Wonderfully applicable to everything in life, and funny as hell
*Nassim Nicholas Taleb, bestselling author of Antifragile and Black Swan*

Brilliant, Brilliant, Brilliant … wonderfully heretical, naughty and funny … Uncommon sense on stilts
*Jules Goddard, Fellow of the Centre for Management Development at London Business School and co-author of Uncommon Sense, Common Nonsense*

Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages. Don't miss this book.
*Robert Cialdini, bestselling author of Influence, Yes!, The Small BIG and Pre-suasion*

Brings together complex theory with stories and plentiful humour to both captivate and entertain. It’s an important work for our era of apparent irrationality.
*The Spectator*

Both a book on human behavior and a rallying cry to stand up against the spreadsheet mafia dominating most government and corporate policies today
*Forbes, "Best Books on Consumer Behavior to Help You in Business and in Life"*

Stimulating and funny
*The Times*

[A] fun, quirky, hilarious page-turner…Sutherland is one of the all-time great raconteurs, polymaths, and ad men
*Geoffrey Miller, evolutionary psychologist, author of The Mating Mind, Spent, and What Women Want*

Buy this book for the footnotes alone… As a committed devotee of rationalism, who thinks there is not enough of it in this world, I rationally ought to hate this book. Instead I loved it.
*Matt Ridley, author of The Rational Optimist*

‘A must read for anyone who is in the people business’
*Dilip Soman, Canada Research Chair in Behavioural Science and Economics, University of Toronto*