Rory Sutherland, a legend at Ogilvy and a 'guru of modern advertising' according to The Times, seeks to find 'invisible opportunities' to influence human behavior: small changes in context that can fundamentally transform our thoughts and actions and influence our choices. In this book, he combines cutting-edge behavioral science, compelling stories, and the magic of branding, aiming to turn us all into powerful alchemists. Every problem we face daily, both privately and publicly, can be solved by setting logic aside and embracing the irrational side of the issue.

'This book is a real breakthrough! Mother Reality has its own wisdom. She reveals her secrets to practitioners, but almost never to armchair scientists, something that, by nature, despite all their beautiful phrases, psychologists, economists, and risk-averse people are unable to understand. And the book is damn funny: I smiled and laughed as I read every paragraph. Moreover, this is the first treatise of its kind written by a person who was grounded in reality and yet had what is called 'product responsibility.' Amazingly, it applies to all life situations. Buy two copies—in case one gets stolen.' (Nassim Nicholas Taleb)