11 Rory Sutherland’s Rules of Alchemy

Applicable to business, investing, and life in general

[1] The opposite of a good idea can also be a good idea.
[2] Don’t design for average.
[3] It doesn’t pay to be logical if everyone else is being logical.
[4] The nature of our attention affects the nature of our experience.
[5] A flower is simply a weed with an advertising budget.
[6] The problem with logic is that it kills off magic.
[7] A good guess which stands up to observation is still science. So is a lucky accident.
[8] Test counterintuitive things only because no one else will.
[9] Solving problems using rationality is like playing golf with only one club.
[10] Dare to be trivial
[11] If there were a logical answer, we would have found it.