Alchemy Rory Sutherland Pdf |work| Jun 2026

The book is dense with counterintuitive case studies (advertising, product design, public policy) and is written in witty, short chapters. Many readers want a PDF for quick reference to Sutherland’s “alchemical principles” without re-reading the entire book.

Standard economic theory assumes human beings are perfectly rational creatures. We compare prices, calculate utility, and make logical decisions. alchemy rory sutherland pdf