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Alchemy Notes (Part 2)

Part 1 - https://notepd.com/idea/alchemy-takeways-lqvwg


    1. Context Is Everything

    Our perception of the world relies is affected by context.

    You can get fired for being enological, you won't get fired for being unimaginative.

    Imagination is what leads to - red bull (A disgusting drink), Starbucks (Overpriced coffee), McDonalds (Limited selection of cheep food), smartwatch (a less powerful smartphone on a tiny screen) etc.

    Logic will get you to the same place as your competitors.

    Imagination is key if you want to stand out.

    2. Signalling

    Why pay extra for a coffee that comes in a Starbucks cup? A disgusting energy drink? weird fashion trends? A fancy restaurant? It's so we can signal that we have enough money to waste.

    Signaling raises our status.

    Evolution doesn't care about objectivity - It only cares about fitness

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

    Once our brains provide a logical answer, we quit looking for answers.

    Once we are honest about unconscious motivation we can broaden our possible solutions.

    3. Broken Binoculars

    the trouble with market research is that people don't think what they feel, they don't say what they think and they don't do what they say - David Ogilvy

    People like control, even if it's bad news. 'Your train is cancelled' sounds better than 'the train has been delayed, please be patcient' Knowing for sure, put's us at ease.

    if a problem is solved using a discipline other than that practiced by those who believe themselves the rightful guardians of the solution, you'll face an uphill struggle no matter how much evidence you can amass.

    It is dificult to get a man to understand something, when his salary depends on his not understanding it - Upton Sinclair

    We react instinctively, before hastily casting about for rationalisations.

    4. Psychological Moonshots

    It is easy to achieve massive improvements in perception at a fraction of the costs of equivalent improvements in reality.

    Just because there is a ration answer to something, it doesn't mean that there isn't a more interesting irrational answer to be found in the subconscious

    Being rational won't always change peoples behaviour. The subconscious acts first, look their if you want to affect change.

    5. Stopping at page 75/357

    Sti'll tons more goodness to get from this book. Highly recommend.

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