為什麼能量飲料Red Bull味道人人嫌，卻又暢銷全球人人喝？而又為什麼，人們會偏好買擠出來有不同顏色的牙膏？

　　簡而言之，我們都需要誠實地舉手承認，消費者買東西經常是沒什麼理性依據，可能是依物品外在條件（Red Bull那藍藍的包裝），可能是客觀條件（味道、價格、品質），又或是一些情感反射，反正沒有一定的道理！加上現在，消費者可接觸的資訊又這麼複雜、難以預測，針對行銷廣告工作者來說，已經不太可能擬出一套只要依循就可以成功達標的銷售公式。

　　但依靠Rory的神奇的黑魔法──看似唬人或著華而不實的廣告噱頭、只是稍作調整的產品設計──就可能瞬間讓東西由黑翻紅！這是如何做到的？！

　　奧美傳奇人物Rory，從實習生一路爬上集團董事的童話人生履歷，其實來自他深耕三十年，致力於研究人類行為模式。在融會貫通相關科學研究，最終集結其學術見解與實際工作案例之後（如美國運通及微軟行銷企劃），把畢生的廣告行銷所學，寫成這本劃時代巨著—Alchemy，解開消費者看來毫不理性的消費行為，背後隱藏的秘密。

　　Sutherland的洞察力讓他在為產品規劃行銷策略時，甚至會和諾貝爾獎得主丹尼爾‧康納曼Daniel Kahneman及理查‧賽勒Richard Thaler等交流想法，而他無止盡的好奇心成功帶領他發現人類做一項決定背後的秘密何在，這些秘密就藏在意想不到的地方：

　　為什麼我們可以從蜜蜂身上學到永續經營？
　　為什麼我們可以從廉價航空中學會為醫療保健行銷？
　　為什麼寧可只是好像對了，也不要完全是錯的？
　　為什麼我們可以從足球賽罰點球學到風險規避？

　　結合最新的科學研究，行銷人生涯中的奇聞趣事以及品牌行銷的小策略，讓我們每個人都能成為魔法師！如同《快思慢想》、《推力》、《誰說人是理性的》讓讀者一窺行為經濟學之謎，《Alchemy》不僅改變我們如何代看行銷的神奇，也以讓人欲罷不能的有趣案例與敘事，重新發現人性。（文/博客來編譯）

　　In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. He will change the way you think – not just about the magic of marketing, but how our choices are influenced every day by the smallest nudges, and how the big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

　　‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb

　　To be brilliant, you have to be irrational

　　Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?

　　We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.

　　But we aren’t, and we don’t.

　　In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.

　　Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. He will change the way you think – not just about the magic of marketing, but how our choices are influenced every day by the smallest nudges, and how the big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.
　　"Sutherland captivates in a narrative full of intellectual treats that explain much of the behaviours in the world around us. This illogically logical read is a must read for anyone who is in the people business!" (Dilip Soman, Canada Research Chair in Behavioural Science and Economics, University of Toronto)

　　────新創神話!?揭露3000億獨創醫療科技的超完美騙局────
　　她被譽為女版賈伯斯、《富比世》全球最年輕的創業女富豪，
　　如何用「一滴血」顛覆血液檢測、翻轉醫療產業？

　　一項即將改變你我健康的醫療檢測新科技，
　　而它的技術來自──謊言！
 
　　★ 即將改編成電影，由奧斯卡影后珍妮佛．勞倫斯（Jennifer Lawrence）主演
　　★ 榮登《紐約時報》、《出版人週刊》暢銷榜
　　★ 美國Amazon當月最佳書籍，超過800名讀者高度評價5顆星
　　★ 已售出多國版權，讀者熱烈期待（德、荷、意、日、英、韓等多國）
 
　　伊莉莎白．霍姆斯（Elizabeth Holmes），因為一場暑期實習（檢驗SARS病人檢體），
　　開啟了她對於疾病檢測新科技的想望，企圖打造「改變世界」的生技新創。
　　因此，19歲時她決定從史丹佛大學輟學，用一份26頁的文件開始了日後高達九十億美元的「創新」：
　　一滴血就能做二百多種檢測，從常見的血糖檢驗到癌症篩檢，費用還只要傳統檢測的十分之一！
 
　　短短十年，她成為矽谷第一個身價數十億美元的女性科技創業家，
　　《富比世》全美四百大富豪、《時代》（Time）雜誌更封她為全球最有影響力的百大人物之一。
 
　　◤美國前國務卿、國會議員、軍方高層、矽谷創投傳奇人物、甲骨文公司創辦人、
　　全美最大連鎖藥局及各大媒體，如何聯手將這隻「獨角獸」推向世界舞台？
 
　　所有成功故事的關鍵字都已備齊：史丹佛休學、改變世界、女版賈伯斯、
　　顛覆醫療產業、矽谷第一位從無到有的女性創業家……。
　　藉此吸引了──投資馬斯克（Elon Musk）SpaceX的德豐傑投資（DFJ）、
　　傳奇創投家唐納．盧卡斯（Donald L. Lucas）、甲骨文公司的共同創始人賴瑞．艾利森（Larry Ellison）、
　　美國前國務卿喬治．舒茲（George Shultz）及亨利．季辛吉（Henry Kissinger）、
　　柯林頓政府及川普政府的兩位國防部長威廉．裴瑞（William Perry）和詹姆士．馬提斯（James Mattis），
　　還有媒體大亨魯伯特．梅鐸（Rupert Murdoch，他同時是《華爾街日報》大老闆）……
　　黃金陣容的董事會成員，等於給Theranos 蓋上正字標記，吸引無數知名人物投資，
　　讓Theranos一舉成為矽谷最有價值的新創公司之一。
 
　　◤一個爆料、一封匿名檢舉信！如何讓兩度獲得普立茲獎的《華爾街日報》記者，
　　在六個月內使高達90億美元的生技獨角獸極速崩解？
 
　　這項劃時代的醫療技術，由一封內部匿名檢舉信開始瓦解。
　　而這個寄件人，正是董事會裡喬治．舒茲的孫子──泰勒．舒茲（Tyler Shultz）。
　　即使受到告訴要脅、不知名人士跟蹤，作者約翰．凱瑞魯仍是花了三年多時間，
　　深入訪談超過一百五十人（其中有六十幾位是Theranos前員工），極力促成報導上線、完成此書出版。
　　更讓《書單雜誌》（Booklist）書評盛讚：「他費盡心思投入於揭發霍姆斯的犯罪，確確實實有拯救生命的價值！」
 
　　而有如電影情節的Theranos真實故事，是改變世界還是走向毀滅？目前仍未結束……

　　本文取自商業週刊出版《惡血：矽谷獨角獸的醫療騙局！深藏血液裡的祕密、謊言與金錢》

　　Winner of FT and McKinsey Business Book of 2018
　　A National Besteller

　　"Chilling…Reads like a West Coast version of All the President’s Men." —The New York Times Book Review

　　The full inside story of the breathtaking rise and shocking collapse of Theranos, the multibillion-dollar biotech startup, by the prize-winning journalist who first broke the story and pursued it to the end, despite pressure from its charismatic CEO and threats by her lawyers.

　　In 2014, Theranos founder and CEO Elizabeth Holmes was widely seen as the female Steve Jobs: a brilliant Stanford dropout whose startup "unicorn" promised to revolutionize the medical industry with a machine that would make blood testing significantly faster and easier. Backed by investors such as Larry Ellison and Tim Draper, Theranos sold shares in a fundraising round that valued the company at more than ＄9 billion, putting Holmes’s worth at an estimated ＄4.7 billion. There was just one problem: The technology didn’t work.

　　A riveting story of the biggest corporate fraud since Enron, a tale of ambition and hubris set amid the bold promises of Silicon Valley.

Review

　　"You will not want to put this riveting, masterfully reported book down. No matter how bad you think the Theranos story was, you’ll learn that the reality was actually far worse."—Bethany McLean, bestselling coauthor of The Smartest Guys in the Room and All the Devils Are Here

　　"[A] chilling, third-person narrative of how Holmes came up with a fantastic idea that made her, for a while, the most successful woman entrepreneur in Silicon valley… Prizewinning Wall Street Journal reporter John Carreyrou tells [this story] virtually to perfection… [His] description of Holmes as a manic leader who turned coolly hostile when challenged is ripe material for a psychologist… His recounting of his efforts to track down sources—many of whom were being intimidated by Theranos’s bullying lawyer, David Boies—reads like a West Coast version of ’All the President’s Men.’"—Roger Lowenstein, The New York Times Book Review

　　"Carreyrou blends lucid descriptions of Theranos’s technology and its failures with a vivid portrait of its toxic culture and its supporters’ delusional boosterism. The result is a bracing cautionary tale about visionary entrepreneurship gone very wrong."—Publishers Weekly (Starred)

　　"Eye-opening... A vivid, cinematic portrayal of serpentine Silicon Valley corruption... A deep investigative report on the sensationalistic downfall of multibillion-dollar Silicon Valley biotech startup Theranos. Basing his findings on hundreds of interviews with people inside and outside the company, two-time Pulitzer Prize-winning Wall Street Journal reporter Carreyrou rigorously examines the seamy details behind the demise of Theranos and its creator, Elizabeth Holmes… [Carreyrou] brilliantly captures the interpersonal melodrama, hidden agendas, gross misrepresentations, nepotism, and a host of delusions and lies that further fractured the company’s reputation and halted its rise."—Kirkus

　　"A great and at times almost unbelievable story of scandalous fraud, surveillance, and legal intimidation at the highest levels of American corporate power. . . . The story of Theranos may be the biggest case of corporate fraud since Enron. But it’s also the story of how a lot of powerful men were fooled by a remarkably brazen liar."—Yashar Ali, New York Magazine

　　"In Bad Blood, acclaimed investigative journalist John Carreyrou, who broke the story in 2015, presents comprehensive evidence of the fraud perpetrated by Theranos chief executive Elizabeth Holmes... He unveils many dark secrets of Theranos that have not previously been laid bare…  The combination of these brave whistle-blowers, and a tenacious journalist who interviewed 150 people (including 60 former employees) makes for a veritable page-turner."—Eric Topol, Nature

　　"Engrossing… Bad Blood boasts movie-scene detail… Theranos, Carreyrou writes, was a revolving door, as Holmes and Balwani fired anyone who voiced even tentative doubts… What’s frightening is how easy it is to imagine a different outcome, one in which the company’s blood-testing devices continued to proliferate. That the story played out as it did is a testament to the many individuals who spoke up, at great personal risk."—Jennifer Couzin-Frankel, Science

　　"Crime thriller authors have nothing on Carreyrou’s exquisite sense of suspenseful pacing and multifaceted character development in this riveting, read-in-one-sitting tour de force.... Carreyrou’s commitment to unraveling Holmes’ crimes was literally of life-saving value."—Booklist (Starred Review)