Alchemy

Brilliant, Brilliant, Brilliant … wonderfully heretical, naughty and funny … Uncommon sense on stilts

Jules Goddard, Fellow of the Centre for Management Development at London Business School and co-author of Uncommon Sense, Common Nonsense

Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages. Don't miss this book.

Robert Cialdini, bestselling author of Influence, Yes!, The Small BIG and Pre-suasion

Brings together complex theory with stories and plentiful humour to both captivate and entertain. It’s an important work for our era of apparent irrationality.

The Spectator

Both a book on human behavior and a rallying cry to stand up against the spreadsheet mafia dominating most government and corporate policies today

Forbes, "Best Books on Consumer Behavior to Help You in Business and in Life"

Stimulating and funny

The Times

[A] fun, quirky, hilarious page-turner…Sutherland is one of the all-time great raconteurs, polymaths, and ad men

Geoffrey Miller, evolutionary psychologist, author of The Mating Mind, Spent, and What Women Want

Buy this book for the footnotes alone… As a committed devotee of rationalism, who thinks there is not enough of it in this world, I rationally ought to hate this book. Instead I loved it.

Matt Ridley, author of The Rational Optimist

‘A must read for anyone who is in the people business’

Dilip Soman, Canada Research Chair in Behavioural Science and Economics, University of Toronto