Recommended reading: Avoiding logic and why advertising needs autism

Alchemy – The surprising power of ideas that don’t make sense
By Rory Sutherland
As the vice-chairman of Ogilvy, Rory Sutherland knows a think or two about what makes people tick. In his first book, he argues that thinking rationally and logically is actually not the way to go. Instead he puts forward the concept of ‘psycho-logic’, an alternative to logic and rationality that he believes is far more powerful.
Using real-life examples from his work with some of the world&