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Look for a solution that makes no sense rationally but feels right emotionally. Sutherland calls this "upside-down logic." alchemy rory sutherland pdf exclusive
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For example, logic says that to make a train journey better, you should spend billions to make it 20 minutes faster. Alchemy suggests you hire the world's top models to serve free Champagne on the train for a fraction of the cost—people will actually wish the journey lasted longer [3]. Key Pillars of the Book Sutherland calls this "upside-down logic
Alchemy: The Surprising Power of Ideas That Don't Make Sense (also subtitled