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author of Freshers and All About Us
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Rory Sutherland: ALCHEMY W3 [2019] paperback ZGRAP author of Freshers and All'A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas Taleb To be brilliant, you have to be irrational Why is Red Bull so popular even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste? We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on
