In this book Rory Sutherland builds a case for magic and alchemy. In science, everything has one correct answer. Human behavior and choices are guided by context. Pain killers are more effective when they are effective. Savlon launched an antiseptic liquid that did not “burn” like their competitor Dettol. The consumer complained that Savlon was ineffective because there was no burning sensation. Read my review about Alchemy - a book I really enjoyed.