Alchemy

To be brilliant, you have to be irrational.

1. The opposite of a good idea can also be a good idea.
2. Don't design for average.
3. It doesn't pay to be logical if everyone else is being logical.
4. The nature of our attention affects the nature of our experience.
5. A flower is simple a weed with an advertising budget.
6. The problem with logic is that it kills off magic.
7. A good guess which stands up to observation is still science. So is a lucky accident.
8. Test counterintuitive things only because no one else will.
9. Solving problems using rationality is like playing golf with only one club.
10. Dare to be trivial.
11. If there were a logical answer, we would have found it.

• Foreword: mChallenging Coca-Cola
• Introduction: Cracking The (Human) Code

1. On the Ases and Abuses of Reason
2. An Alchemist's Tale (or Why Magic Really Still Exists)
3. Signalling
4. Subconscious Hacking: Signalling to Ourselves
5. Satisficing
6. Psychophysics
7. How to be an Alchemist

• Conclusion: On Being a Little Less Logical

Philosophy on a 14-16 year old level, with some banal "facts" and easily refuted deductions.

Extremely over-rated, and absolutely not worth the money.