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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, by Rory Sutherland

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Introduction: Cracking the (Human) Code

Matthew

Logic is bad for ideation but for exploring the idea a rational, logical methodology is critical.

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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

by Rory Sutherland

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