Alchemy: The Surprising Power of Ideas That Don't Make Sense

by Rory Sutherland

One of the great contributors to the profits of high-end restaurants is the fact that bottled water comes in two types, enabling waiters to ask ‘still or sparkling?’, making it rather difficult to say ‘just tap’. I had the idea of turning up at an apartment with five smoke detectors; the fire officer was to casually carry in all five, before saying, ‘I think we can make do with three here … How many would you like, three or four?’ We are highly social creatures and just as we find it very difficult to answer the question ‘still or sparkling?’ with ‘tap’, it is also difficult to answer the question about ‘three or four’ smoke detectors with with ‘one’. As Nassim Nicholas Taleb remarks, ‘the way a question is phrased is itself information’.