Alchemy Takeway's

1.The opposite of a good idea can also be a good idea

2. Don't design for average

3. It doesn't pay to be logical if everyone else is being logical

4. The nature of our attention affects the nature of our experience.

5. A flower is simply a weed with an advertising budget.

6. The problem with logic is that it kills off magic

7. A good guess which stands up to observation is still science. So is a lucky accident.

8. Test counterintuitive things only because no one else will

9. Solving problems using rationality is like playing golf with only one club

10. Dare to be trivial

11. If there were a logical answer we would have found it.

engineering doesn't allow for magic. Psychology does.

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

Most things in life aren't logical. There psycho-logical.

Illogical things can work, if it changes how we think/feel about something.

The trick to being an alchemist lies not in understanding universal laws, but in spotting the many instances where those laws do not apply.

There's more value in knowing how people will act in reality and not how they should logical behave.

More data leads to better decisions. Except when it doesn't.

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

If you're predictable people earn to hack you.

You don't need to know why something works, as long as it does.