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Max Riegel
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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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what determines the behaviour of physical objects is the thing itself, but what determines the behaviour of living creatures is their perception of the thing itself.
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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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