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Alchemy: The Surprising Power of Ideas that Don’t Make Sense: Difference between revisions
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Alchemy: The Surprising Power of Ideas that Don’t Make Sense (view source)
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{{a|book review|}}{{c|Psychology}} | {{a|book review|}}{{c|Psychology}} | ||
{{author|Rory Sutherland}}’s ten rules, and how these translate into the [[JC]]’s messed up, post-structuralist view. | {{author|Rory Sutherland}}’s ten rules, and how these translate into the [[JC]]’s messed up, post-structuralist view. | ||
“'''Signalling'''” — attending to a communication that is proportional to the cost of generating or transmitting it. The sunk cost of expensive behaviour signals your commitment. This is somewhat redolent of {{Author|Robert Cialdini}}’s [[reciprocity]]. | |||
“'''Subconscious-hacking'''” — framing circumstances to provoke a different outcome. Rebrand “graduate tax” as “deferred university tuition fees”. | |||
“'''Satisficing'''”— understanding that in times of uncertainty, people care more about ''variance'' between best and worst outcomes, and not just reaching the outcome. This is power of brands. | |||
“'''Psycho-physics'''” — the difference between perception and reality. How what we see, hear, taste and feel differs from ‘objective’ reality. | |||
===The opposite of one good idea can be ''another'' good idea=== | ===The opposite of one good idea can be ''another'' good idea=== | ||
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===Don’t be logical when everyone else is being logical=== | ===Don’t be logical when everyone else is being logical=== | ||
This is a corollary of designing for the average. To be logical is to be predictable. To prioritise logic is to converge on the same spot | This is a corollary of designing for the average. To be logical is to be predictable. To prioritise data-derived logic over imagination is to converge on the same spot as your competitors, leaving the rest of design-space to the unconventional thinkers. | ||
While you and your fellow bald men race to the bottom in a fight over the same comb, someone else is eating all the pudding you didn’t have the imagination to see. It is to see the world as [[mediocristan]], obeying a [[normal distribution]], and able to be navigated by probabilities, which are better calculated by machine than human. | |||
===Our expectation affects our experience=== | ===Our expectation affects our experience=== | ||