Alchemy by Rory Sutherland
Link: Good Reads
The main premise of the book is that while science and logic has resulted in immensely valuable products, there is a treasure trove still waiting to be discovered by applying apparently illogical solutions to human problems.
- Just because the scientific methodology has been so reliable it does not have to be the only tool to apply especially to a messy field like human behaviour.
- "Engineering does not allow for magic. Psychology does."
- Rory defines the way humans make decisions as "psycho-logic" - to distinguish it from the concepts of "logic" and "rationality"
- The idea is to become adept at spotting instances where the "universal laws" don't apply - when abandoning logic is sensible
A 4x4 matrix that can be plotted of human advances / ideas that fall on a spectrum between FAILS to WORKS and SEEMS WEIRD to MAKES SENSE.
e.g. Bicycles definitely work but are at the same time very weird - humans have learned how to ride bicycles but it is not built in a "logical" manner.