Quotes from this book resonate well. I have thought about this previously and it’s good to see somebody articulate it well. Often the best ideas albeit not making any rational sense are found to be catering to our psychological realms and aspects of the “experience” delivered by a product or service. The art of influencing people’s choices by bypassing reason is postulated. Very interesting!
…In many crucial areas of our lives, reason plays a vanishingly small part. Instead, we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant, and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you thinkFrom Rory Sutherland’s “Alchemy”