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Jinal Shah (If I Were Marketing)
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Alchemy: The Surprising Power of Ideas That Don't Make Sense, by Rory Sutherland

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This is essentially a heuristic – a rule of thumb. The more reputational capital a seller stands to lose, the more confident I am in their quality control.
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Alchemy: The Surprising Power of Ideas That Don't Make Sense
Alchemy: The Surprising Power of Ideas That Don't Make Sense
by Rory Sutherland
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