10 Lessons From the marketing book Alchemy

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the human mind does not run on logic any more than a horse runs on petrol

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you are not thinking; you are merely being logical

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Irrational people are much more powerful than rational people, because their threats are so much more convincing.

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Not everything that makes sense works, and not everything that works makes sense.

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when you demand logic, you pay a hidden price: you destroy magic

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it is perfectly possible to be both rational and wrong.

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We don’t value things; we value their meaning. What they are is determined by the laws of physics, but what they mean is determined by the laws of psychology.

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For a business to be truly customer-focused, it needs to ignore what people say. Instead, it needs to concentrate on what people feel.

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