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Alchemy


Synopsis


'A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.' Nassim Nicholas Taleb


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?

Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem.

In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.

Summary

Chapter 1: The Art of Transformation

* Alchemy is introduced as an ancient practice that seeks to transform base materials into valuable ones.
* The chapter explains the principles of alchemy, including the idea of the transmutation of elements and the quest for the philosopher's stone.
* Example: The alchemist Geber (8th century AD) experimented with various substances, including mercury and sulfur, in an attempt to create gold.

Chapter 2: The Elements and Their Properties

* This chapter explores the four classical elements: earth, air, fire, and water.
* Alchemists believed that all substances were composed of these elements and that their properties could be manipulated to achieve desired outcomes.
* Example: The combination of fire and air (i.e., heat) could be used to separate gold from impurities.

Chapter 3: The Alchemical Process

* The chapter describes the stages of the alchemical process, including purification, dissolution, and coagulation.
* These stages were used to transform base metals into gold or other precious substances.
* Example: The alchemist Albertus Magnus (13th century AD) believed that metals could be purified through the process of cupellation, in which the metal was heated until the impurities burned off.

Chapter 4: The Laboratory and Its Tools

* This chapter introduces the laboratory and the various tools used by alchemists.
* These tools included furnaces, crucibles, retorts, and alembics.
* Example: The alchemical furnace was an essential piece of equipment, providing the heat needed for transmutations.

Chapter 5: The Search for the Philosopher's Stone

* The chapter explores the legendary philosopher's stone, believed to have the power to transmute base metals into gold.
* Alchemists spent centuries searching for the stone, but its existence remains unproven.
* Example: The alchemist Nicolas Flamel (14th century AD) claimed to have discovered the philosopher's stone and used it to create vast wealth.

Chapter 6: The Legacy of Alchemy

* This chapter discusses the influence of alchemy on modern chemistry and science.
* Although alchemy was ultimately replaced by scientific methods, it provided a foundation for the development of chemistry and other disciplines.
* Example: The principles of alchemy were used by early chemists to develop new methods for producing metals, medicines, and dyes.