10 laws of alchemy by Rory Sutherland

November 8, 2025

extracted a from YouTube Video

The opposite of a good idea could be another good idea.
Don’t design for average.
It doesn’t pay to be logical if everybody else is being logical.
The nature of our attention affects the nature of our experience.
A flower is simply a weed with an advertising budget.
The problem with logic is it kills off magic.
A good guess which stands up to empirical observation is still science.
Test counter-intuitive things because nobody else will.
Solving problems using only rationality is like playing golf with only one club.
Dare to be trivial.
if there were already a logical answer, we would have already found it.
Dare to look stupid.