Alchemy Rory Sutherland Pdf | Firefox |

Sutherland's central thesis is that humans are not rational actors; we are "psycho-logical" ones.

When Eurostar trains were slow, engineers wanted to spend billions on new tracks. Sutherland suggested a cheaper solution: Don't make the train faster; make the boarding lounge feel like a party. Add wine bars, better lighting, and waiters. Suddenly, the wait felt like part of the holiday. If you can't solve the problem, change the problem you are solving. Alchemy Rory Sutherland Pdf