Alchemy
The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
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Alchemy
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Narrated by:
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Rory Sutherland
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By:
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Rory Sutherland
About this listen
HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.
"A breakthrough book. Wonderfully applicable to about everything in life." —Nassim Nicholas Taleb, author of The Black Swan
“Veins of wisdom emerge regularly and brilliantly from these pages. Don't miss this book.” —Robert B. Cialdini, author of Influence
Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.
Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others.
Heralded as “one of the leading minds in the world of branding” by NPR, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in this audio) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places:
What can honey bees teach us about creating a sustainable business?
How could budget airlines show us how to market a healthcare system?
Why is it better to be vaguely right than precisely wrong?
What might soccer penalty kicks teach us about the dangers of risk-aversion?
Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech.
Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.
©2019 Rory Sutherland (P)2019 HarperCollins PublishersListeners also enjoyed...
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With more than 50,000 copies sold in Denmark, this book has been on the bestseller list since its publication in 2017. Barack Obama used a secret competitive advantage to win two elections. Companies such as Google, Amazon and Novo Nordisk use the same insight to stir up innovation, increase compliance, improve the work environment and sell more products. And successful management groups in the C20 index have started using it as their preferred strategy. But what kind of insight are we talking about here? The answer is - behavioural design.
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5 out of 5 stars
-
Great, practical summary of behaviour design
- By Elena on 06-01-21
By: Morten Münster
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Bozo Sapiens
- Why to Err Is Human
- By: Michael Kaplan, Ellen Kaplan
- Narrated by: Victor Bevine
- Length: 9 hrs and 46 mins
- Unabridged
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Overall4 out of 5 stars 93
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Performance4 out of 5 stars 48
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Story4 out of 5 stars 46
Our species, it appears, is hardwired to get things wrong in myriad different ways. Why did recipients of a loan offer accept a higher rate of interest when a pretty woman's face was printed on the flyer? Why did one poll on immigration find the most despised aliens were ones from a group that did not exist? What made four of the Air Force's best pilots fly their planes, in formation, straight into the ground?
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5 out of 5 stars
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A tour de force
- By Ivan on 07-05-11
By: Michael Kaplan, and others
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The Great Mental Models
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- Narrated by: Shane Parrish
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Performance4 out of 5 stars 1,359
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Story4.5 out of 5 stars 1,340
The Great Mental Models: General Thinking Concepts is the first book in The Great Mental Models series designed to upgrade your thinking with the best, most useful and powerful tools so you always have the right one on hand. This volume details nine of the most versatile all-purpose mental models you can use right away to improve your decision making, your productivity, and how clearly you see the world.
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2 out of 5 stars
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A dissapointing debut
- By Peter on 04-14-19
By: Shane Parrish
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The Undercover Economist
- By: Tim Harford
- Narrated by: Robert Ian Mackenzie
- Length: 10 hrs and 6 mins
- Unabridged
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Overall4 out of 5 stars 542
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Performance4 out of 5 stars 326
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Story4 out of 5 stars 324
Author of the extremely popular "Dear Economist" column in Financial Times, Tim Harford reveals the economics behind everyday phenomena in this highly entertaining and informative book. Can a book about economics be fun to read? It can when Harford takes the reins, using his trademark wit to explain why it costs an arm and a leg to buy a cappuccino and why it's nearly impossible to purchase a decent used car.
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4 out of 5 stars
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Everyone needs to know this.
- By Paul Norwood on 04-24-06
By: Tim Harford
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Superminds
- The Surprising Power of People and Computers Thinking Together
- By: Thomas W. Malone
- Narrated by: Mel Foster
- Length: 11 hrs and 11 mins
- Unabridged
-
Overall4 out of 5 stars 100
-
Performance4 out of 5 stars 90
-
Story4 out of 5 stars 90
Many people today are so dazzled by the long-term potential for artificial intelligence that they overlook the much clearer and more immediate potential for a new form of "collective intelligence": the intelligence of groups of people and computers working together. In Superminds, Thomas Malone explains what we need to do to take advantage of this potential. Groundbreaking and utterly fascinating, Superminds will change the way you work - both with others and with computers - for the better.
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2 out of 5 stars
-
"Why did a Kenyan immigrant win the 2008 election"
- By RealTruth on 07-11-18
By: Thomas W. Malone
-
Average is Over
- Powering America Beyond the Age of the Great Stagnation
- By: Tyler Cowen
- Narrated by: Andrew Garman
- Length: 8 hrs and 42 mins
- Unabridged
-
Overall4 out of 5 stars 380
-
Performance4 out of 5 stars 309
-
Story4 out of 5 stars 306
The widening gap between rich and poor means dealing with one big, uncomfortable truth: If you're not at the top, you're at the bottom. The global labor market is changing radically thanks to growth at the high end and the low. About three quarters of the jobs created in the United States since the great recession pay only a bit more than minimum wage. Still, the United States has more millionaires and billionaires than any country ever, and we continue to mint them.
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1 out of 5 stars
-
Disappointing analysis of future
- By JKBart on 12-10-13
By: Tyler Cowen
-
Adapt
- Why Success Always Starts with Failure
- By: Tim Harford
- Narrated by: Jonathan Keeble
- Length: 9 hrs and 53 mins
- Unabridged
-
Overall4 out of 5 stars 277
-
Performance4.5 out of 5 stars 223
-
Story4 out of 5 stars 222
In this groundbreaking work, Tim Harford shows us a new and inspiring approach to solving the most pressing problems in our lives. Harford argues that today’s challenges simply cannot be tackled with ready-made solutions and expert opinions; the world has become far too unpredictable and profoundly complex. Instead, we must adapt. Deftly weaving together psychology, evolutionary biology, anthropology, physics, and economics, along with compelling stories of hard-won lessons learned in the field, Harford makes a passionate case for the importance of adaptive trial-and-error....
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3 out of 5 stars
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Hidden Agenda
- By Lawrence on 05-20-13
By: Tim Harford
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Focus
- Use Different Ways of Seeing the World for Success and Influence
- By: Heidi Grant Halvorson Ph.D., E. Tory Higgins PhD
- Narrated by: Karen Saltus
- Length: 7 hrs and 20 mins
- Unabridged
-
Overall4 out of 5 stars 74
-
Performance4 out of 5 stars 61
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Story4 out of 5 stars 60
We all want to experience pleasure and avoid pain. But there are really two kinds of pleasure and pain that motivate everything we do. If you are promotion-focused, you want to advance and avoid missed opportunities. If you are prevention-focused, you want to minimize losses and keep things working. And as Tory Higgins has found in his groundbreaking research, if you understand how people focus, you have the power to motivate yourself and everyone around you.
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1 out of 5 stars
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Pain / Pleasure
- By Serena K. on 02-13-17
By: Heidi Grant Halvorson Ph.D., and others
-
Mindware
- Tools for Smart Thinking
- By: Richard E. Nisbett
- Narrated by: Joe Barrett
- Length: 10 hrs and 17 mins
- Unabridged
-
Overall4 out of 5 stars 509
-
Performance4 out of 5 stars 434
-
Story4 out of 5 stars 427
Many scientific and philosophical ideas are so powerful that they can be applied to our lives at home, work, and school to help us think smarter and more effectively about our behavior and the world around us. Surprisingly, many of these ideas remain unknown to most of us. In Mindware, the world-renowned psychologist Richard Nisbett presents these ideas in clear and accessible detail, offering a tool kit for better thinking and wiser decisions.
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5 out of 5 stars
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Sound scientific advice on how to live your life
- By Neuron on 08-26-15
-
Start with Why
- How Great Leaders Inspire Everyone to Take Action
- By: Simon Sinek
- Narrated by: Simon Sinek
- Length: 7 hrs and 18 mins
- Unabridged
-
Overall4.5 out of 5 stars 27,318
-
Performance4.5 out of 5 stars 23,211
-
Story4.5 out of 5 stars 23,064
The inspirational best seller that ignited a movement and asked us to find our why. Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time - with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the why of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.
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2 out of 5 stars
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Useless Dribble
- By Chimdi Azubuike on 03-10-18
By: Simon Sinek
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The Star Principle
- How It Can Make You Rich
- By: Richard Koch
- Narrated by: Richard Aspel
- Length: 7 hrs and 9 mins
- Unabridged
-
Overall4.5 out of 5 stars 134
-
Performance4.5 out of 5 stars 103
-
Story4.5 out of 5 stars 106
Richard Koch has made a career out of spotting "Star businesses" - and has made millions from them. Star businesses are ventures operating in a high-growth sector - and are the leaders of their niche in the market. Stars are rare. But with the help of this book and a little patience, you can find one - or create one yourself.This is a vital book for any budding entrepreneur or investor (of grand or modest means).
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5 out of 5 stars
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Makes perfect sense
- By Lorcan McNeela on 10-28-14
By: Richard Koch
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The Formula
- How Algorithms Solve all our Problems…and Create More
- By: Luke Dormehl
- Narrated by: Daniel Weyman
- Length: 7 hrs and 26 mins
- Unabridged
-
Overall4 out of 5 stars 447
-
Performance4 out of 5 stars 389
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Story4 out of 5 stars 388
A fascinating guided tour of the complex, fast-moving, and influential world of algorithms - what they are, why they’re such powerful predictors of human behavior, and where they’re headed next. Algorithms exert an extraordinary level of influence on our everyday lives - from dating websites and financial trading floors, through to online retailing and internet searches - Google's search algorithm is now a more closely guarded commercial secret than the recipe for Coca-Cola.
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2 out of 5 stars
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Not about algorithms. Not an original book.
- By Landon Rordam on 12-02-14
By: Luke Dormehl
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The Mind of the Market
- Compassionate Apes, Competitive Humans and Other Tales from Evolutionary Economics
- By: Michael Shermer
- Narrated by: Michael Shermer
- Length: 5 hrs and 26 mins
- Abridged
-
Overall4 out of 5 stars 97
-
Performance4 out of 5 stars 56
-
Story4 out of 5 stars 56
The Mind of the Market will change the way we think about the economics of everyday life. Drawing on research from neuroeconomics, Michael Shermer explores what brain scans reveal about bargaining, snap purchases, and how trust is established in business. Utilizing experiments in behavioral economics, Shermer shows why people hang on to losing stocks and failing companies, why business negotiations often disintegrate into emotional tit-for-tat disputes, and why money does not make us happy.
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2 out of 5 stars
-
Good ideas overshadowed by obnoxious polemics
- By Philo on 09-15-13
By: Michael Shermer
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Success and Luck
- Good Fortune and the Myth of Meritocracy
- By: Robert H. Frank
- Narrated by: Robert H. Frank
- Length: 5 hrs and 19 mins
- Unabridged
-
Overall4 out of 5 stars 218
-
Performance4 out of 5 stars 181
-
Story4 out of 5 stars 182
How important is luck in economic success? No question more reliably divides conservatives from liberals. As conservatives correctly observe, people who amass great fortunes are almost always talented and hardworking. But liberals are also correct to note that countless others have those same qualities yet never earn much. In recent years, social scientists have discovered that chance plays a much larger role in important life outcomes than most people imagine.
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3 out of 5 stars
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Not what is advertised
- By Andre on 04-18-17
By: Robert H. Frank
-
Power and Prediction
- The Disruptive Economics of Artificial Intelligence
- By: Ajay Agrawal, Joshua Gans, Avi Goldfarb
- Narrated by: Tom Beyer
- Length: 10 hrs and 7 mins
- Unabridged
-
Overall4.5 out of 5 stars 100
-
Performance4.5 out of 5 stars 88
-
Story4 out of 5 stars 88
In their bestselling first book, Prediction Machines, eminent economists Ajay Agrawal, Joshua Gans, and Avi Goldfarb explained the simple yet game-changing economics of AI. Now, in Power and Prediction, they go deeper, examining the most basic unit of analysis: the decision. The authors explain that the two key decision-making ingredients are prediction and judgment, and we perform both together in our minds, often without realizing it.
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5 out of 5 stars
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Inspire system thinking with informative examples
- By Lucy A. Pithecus on 11-16-22
By: Ajay Agrawal, and others
-
Wanting
- The Power of Mimetic Desire in Everyday Life
- By: Luke Burgis
- Narrated by: Luke Burgis, Sean Patrick Hopkins
- Length: 8 hrs and 54 mins
- Unabridged
-
Overall4.5 out of 5 stars 818
-
Performance4.5 out of 5 stars 691
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Story4.5 out of 5 stars 688
Gravity affects every aspect of our physical being, but there’s a psychological force just as powerful - yet almost nobody has heard of it. It’s responsible for bringing groups of people together and pulling them apart, making certain goals attractive to some and not to others, and fueling cycles of anxiety and conflict. In Wanting, Luke Burgis draws on the work of French polymath René Girard to bring this hidden force to light and reveals how it shapes our lives and societies.
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5 out of 5 stars
-
One of the most important books you'll ever read
- By chris boutte on 06-14-21
By: Luke Burgis
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Where is the accompanying PDF? It is not in the audible app!
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A lone man sat at a table by a window in the Dickens Room of the Tip Top Inn, Chicago. He had finished his dinner and was apparently waiting for his black coffee to be served. Two men entered and were shown to a table nearby. Presently one of them glanced at the man by the window. "See that man over there?" he whispered to his companion. "Yes," said the latter, looking disinterestedly in the direction indicated. "Well, that is Obvious Adams."
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A boring non focus ramble
- By Kenneth Noel on 06-07-21
By: Austin Kleon
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The Alchemist's Handbook
- A Practical Manual
- By: Frater Albertus, Robert Allen Bartlett - foreword
- Narrated by: Preston Geer
- Length: 4 hrs and 40 mins
- Unabridged
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Overall5 out of 5 stars 17
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Performance4.5 out of 5 stars 16
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Story5 out of 5 stars 16
The Alchemist's Handbook has long been an essential contribution to the study of alchemy since its first publication in 1960. It still stands as a groundbreaking work presenting in clear, concise language a practical manual of working knowledge that was formerly handed down under oath of secrecy. The scope of alchemical work is to provide both a means to synthesize all the other sciences and the necessary training of the intellectual and spiritual faculties. This edition includes a new foreword by Robert Allen Bartlett, author of Real Alchemy.
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5 out of 5 stars
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Enlightening
- By Anonymous User on 09-24-24
By: Frater Albertus, and others
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Angel
- How to Invest in Technology Startups - Timeless Advice from an Angel Investor Who Turned $100,000 into $100,000,000
- By: Jason Calacanis
- Narrated by: Jason Calacanis
- Length: 8 hrs and 19 mins
- Unabridged
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Overall4.5 out of 5 stars 1,372
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Performance5 out of 5 stars 1,201
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Story5 out of 5 stars 1,201
Over the past 25 years, Jason Calacanis has made a fortune investing in creators, spotting and helping build and fund a number of successful technology start-ups - investments that have earned him tens of millions of dollars. Now, in this enlightening guide that is sure to become the bible for 21st century investors, Calacanis takes potential angels step by step through his proven method of creating massive wealth: start-ups.
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5 out of 5 stars
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This audio book is worth millions!!
- By BRAD on 07-21-17
By: Jason Calacanis
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Lincoln's Last Trial: The Murder Case That Propelled Him to the Presidency
- By: Dan Abrams, David Fisher
- Narrated by: Adam Verner, Dan Abrams
- Length: 9 hrs and 40 mins
- Unabridged
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Overall4.5 out of 5 stars 1,284
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Performance4.5 out of 5 stars 1,132
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Story4.5 out of 5 stars 1,126
At the end of the summer of 1859, 22-year-old Peachy Quinn Harrison went on trial for murder in Springfield, Illinois. Abraham Lincoln, who had been involved in more than 3,000 cases - including more than 25 murder trials - during his two-decades-long career, was hired to defend him.
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4 out of 5 stars
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Great Courtroom Drama
- By Jean on 04-26-19
By: Dan Abrams, and others
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Eat Dirt
- Why Leaky Gut May Be the Root Cause of Your Health Problems and 5 Surprising Steps to Cure It
- By: Josh Axe
- Narrated by: Eric Jason Martin
- Length: 8 hrs and 48 mins
- Unabridged
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Overall4.5 out of 5 stars 1,218
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Performance4.5 out of 5 stars 1,035
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Story4.5 out of 5 stars 1,025
In Eat Dirt, Dr. Axe explains that it's essential to get a little "dirty" in our daily lives in order to support our gut bacteria and prevent leaky gut syndrome. Dr. Axe offers simple ways to get these needed microbes, from incorporating local honey and bee pollen into your diet to forgoing hand sanitizers and even ingesting a little probiotic-rich soil.
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3 out of 5 stars
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You are now entering the Eat Dirt Zone
- By Darci S on 11-30-16
By: Josh Axe
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The SaaS Playbook
- Build a Multimillion-Dollar Startup Without Venture Capital
- By: Rob Walling
- Narrated by: Rob Walling
- Length: 4 hrs and 14 mins
- Unabridged
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Overall5 out of 5 stars 106
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Performance5 out of 5 stars 95
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Story5 out of 5 stars 95
Learn how to compete against large competitors and structure your pricing for maximum growth. Discover the four SaaS Cheat Codes that can dramatically accelerate your business's success. Learn how to avoid common mistakes that SaaS founders make and identify the right marketing approaches for your business.
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5 out of 5 stars
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Solid
- By Phil Williams on 12-14-23
By: Rob Walling
What listeners say about Alchemy
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- R Franson
- 09-04-20
Absolutely Brilliant
I just ordered a hard copy for the person I have hired to help me with my website SEO & Facebook Ads. If I were to be asked right this moment who I would choose to have lunch with if I could pick anyone in the entire world, it would be Rory Sutherland. Why? Because he’s super smart and interesting and funny and just being in his company would certainly inspire me to conquer the world!
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Jorge
- 09-23-19
Amazing!
I enjoyed this book so much; I have annoyed everyone around me into buying a copy an start considering that magic does exist. Thank you Rory for giving the world another argument for magic talk!
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- AntDina
- 01-01-20
Rory is a bright thinker and clever storyteller
He makes a a case to follow the psycho-logical thinking rather than logical thinking when approaching business. his examples are clearly punctuated. If you bring a scientific skepticism to the book you will be disappointed. That's because his proclamations are not validated by multiple research teams. Which is why you should read this book. Human beings operate with magical thinking and speak with rational thought. Rory makes his case that to drive success any business must make room for this kind of alchemy.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- manish
- 09-03-21
A Delightful Read
Loved the voice, wisdom and the examples. Enjoyed it thoroughly .. It made me think much better.. it gave me tools and frameworks with the help of which I don’t become the patsy in the games others play.. it kinda changes you .. it’s subtle and profound at the same time ..
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Overall4 out of 5 stars
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Performance2 out of 5 stars
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Story3 out of 5 stars
- Dio
- 07-16-22
Decent
Overall a decent book. There are a few gems here, but it feels disorganized and like we are leading up to a big finale that lets you down. I didn't like his accent either. I listen to all audiobooks at 2x speed and with his accent, it's hard to understand at times. 5/10. Not bad, not great.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Addie
- 06-02-21
Fascinating and funny!
Great for starting discussions and getting you to think outside the box. My boyfriend and I loved it.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Kenny Kandola
- 01-08-22
Brilliant!
Great audible, the best so far I listened to. Rory makes it fun and conversational and provides great examples to support arguments about how imaginative yet ‘illogical’ ideas are the ones humanity should be pursuing/testing more of.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Chris Schilder
- 06-19-23
Master thinker speaks his treatise entertainingly
One of the most l enjoyable way to learn about behavioral economics and how it applies to so many things in life.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Cody meixner
- 06-26-23
Awesome presentation of Alchemy
This book does a great job painting a picture of how to create magic in your business. Fantastic read.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Kindle Customer
- 11-07-19
Modern Business Magic
Love Sutherland's voice and enthusiasm, which comes through strongly in this book. He also combines the latest in behavioral science with what he knows as a practitioner through 30+ years in advertising.
Sutherland challenges the over-rational mindset in a compelling way while backing his claims with strong science.
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1 person found this helpful