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HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas. ""A breakthrough book. Wonderfully applicable to about everything in life."" —Nassim Nicholas...

Advertising guru Rory Sutherland is a world-leading proponent of behavioural economics. In Hacking the Unconscious, he looks at how this emerging science is used by marketers to influence us and challenges us to reassess which ideas we hold dear.

Joining us at Audible Studios is British advertising executive Rory Sutherland, whose TED talks have been viewed nearly seven million times. He has recently released his book Alchemy: The Surprising Power of Ideas That Don't Make Sense. In many areas of our lives, reason plays an infinitesimal part. We are driven by unconscious desires. We are drawn to the beautiful, the extravagant and the absurd, such as tiny bottles of fragrance. If you want to influence people's choices, you have to bypass reason.