Beyond Disruption (Authentic Verified) by Kim Mauborgne

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

To be brilliant, one must embrace the irrational. Why is Red Bull so wildly popular despite its universally disliked taste? Why do countdown boards on train platforms reduce the frustration of delays? And why are we so inexplicably drawn to stripy toothpaste?

We like to believe we are rational beings, making decisions based on logic and evidence?a notion upon which economics and business models heavily rely. Yet, in truth, reason often plays an astonishingly minor role in our choices. Instead, we are guided by unconscious desires and emotional instincts, which explains the potent allure of placebos, the extravagant, and even the absurd?be it elaborate wedding invitations or diminutive bottles of exclusive fragrances.

If you wish to influence human behavior, you must bypass reason. The most successful ideas do not adhere to strict logic; instead, they evoke powerful emotions.

In his debut book, Rory Sutherland?renowned advertising legend and TED sensation with nearly 7 million views?combines cutting-edge behavioral science, fascinating anecdotes, and the art of branding to reveal the secret to "idea alchemy." He boldly challenges conventional thinking, urging us to solve the big problems of our time?whether personal or societal?by abandoning rigid logic and embracing the power of the irrational.