Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life


“Real excellence can come in odd packaging. Nassim Nicholas Taleb applies this rule to choosing a doctor: you don’t want the smooth, silver-haired patrician who looks straight out of central casting–you want his slightly overweight, less patrician but equally senior colleague in the ill-fitting suit. The former has become successful partly as a result of his appearance, the latter despite it.”

— Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life door Rory Sutherland


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