Alchemy by Rory Sutherland Review | Best Marketing & Behavioural Science Book for Creative Thinkers

not a book that you would usually associate with a the photography section of Waterstones or WH Smith (Sorry that a very UK based reference) but taking a leaf out of Ryan Hilidays book, I’ll only talk about book that I have read and that I’d give to other people, so here we have probably one of the most counter intuitive and though provoking marketing books I’ve ever come across as a two time business and leadership graduate.

If you’re looking for one of the best psychology & marketing books to shift the way you think, Alchemy by Rory Sutherland is a standout. In a world obsessed with data, logic and spreadsheets, this book argues that the most powerful solutions often lie in the irrational, the surprising, and the beautifully counter-intuitive.

Marketing veteran, behavioural scientist and digital-advertising legend — invites you into the world of “idea alchemy”: turning ordinary problems into extraordinary opportunities by abandoning rigid logical thinking and embracing subtler influences and human quirks.

He explores questions like: Why do people buy drinks they say they dislike? Why does a train delay board reduce customer frustration even if the delay is the same? It’s about the hidden decision-making behind our choices.

• Instead of being a dry business textbook, it’s filled with engaging storytelling and surprising case-studies — making this one of the better business & consumer behaviour books you’ll read.

• It questions the assumption that humans are purely rational: Sutherland shows that logic often fails, and genius sometimes hides in what looks irrational.

• Whether you’re in marketing, product development, leadership or just curious about why we do what we do, this book offers fresh perspectives and practical human-centred insights.