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Do you like magic? I don’t mean the cheap card tricks that your uncle uses to impress you. I’m talking about when everything seems to work out so well that it could only have come from a spell.  

While this kind of occurrence isn’t usual, it is possible to plan to make it happen, especially in brands and business. But to do so you’ve got to abandon your typical thinking for a belief in a little wizardry. It’s not too difficult once you try to think outside the box and realize that not all people act rationally.

This is what you’ll learn about in Rory Sutherland’s Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. This book will help you apply abstract thinking to really stand out and see the money and success start rolling in.

Here are the 3 best magic tricks I’ve learned from this book:

Companies like to treat humans as if they all behave in a predictable, rational way, but we don’t.

Changing the small things that seem insignificant can have a big impact on the way people act.

The “average customer” doesn’t exist, you should instead cater to the outliers for better success.

Are you ready to learn some new spells? Let’s begin!

you can infer that to folke dude was spying for allied nations