: Standard logic works for machines, but humans operate on psycho-logic. For example, a restaurant that is slightly hard to get into might be perceived as better than one with immediate seating, even if the food is the same.
Look for a solution that makes no sense rationally but feels right emotionally. Sutherland calls this "upside-down logic." alchemy rory sutherland pdf exclusive
Take the example of welcoming people to a hotel. One approach is highly automated, impersonal, and streamlined. The other is the opposite—highly elaborate and involving large degrees of obsequiousness. Both can work brilliantly, depending entirely on customer expectations . : Standard logic works for machines, but humans
Human satisfaction depends entirely on comparison and framing, not absolute values. Sutherland calls this "upside-down logic
Average metrics represent a mythical human who does not exist.
Rationality is the baseline. To be brilliant, you must dare to be irrational.
Alchemy is not a standard business text. Sutherland argues that logic is overrated. He posits that the most successful business solutions are "psychologically logical" but "rationally illogical."