Hi Reader,
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I used to think TikTok was just for dance crazes and, I’ll say it, mindless videos.

Until I actually gave it a chance.

Once the algorithm figured me out, my feed transformed into a stream of surprising insights, smart commentary, and bite-sized wisdom. Now, when I’ve got a few spare minutes, TikTok is often where I turn—not for entertainment, but for inspiration.

And that’s where I first stumbled across Rory Sutherland.

A British ad man with a knack for turning marketing assumptions on their head, Rory quickly became a viral presence on Tik Tok and on my feed.

The rhythm of his storytelling, the clarity of his ideas, and the way he uses real-world examples to make marketing make sense (often by showing how it doesn’t) is somewhat addictive!

I didn’t just watch a few videos and scroll on. I searched him out and then I bought every book he’s written.

So while this week’s book isn’t about TikTok specifically, I mention it here because it also proved something else to me: people do make the leap off TikTok and into your ecosystem if the content is good! (Creators take note!)

✍️ About the Author

Rory Sutherland is the Vice Chairman of Ogilvy UK and one of the most original voices in modern advertising.

A self-proclaimed champion of behavioral science in business, Sutherland has spent decades exploring why people make the choices they do—and how embracing irrationality can lead to better results.

He’s known for challenging conventional logic, poking holes in overly tidy spreadsheets, and reminding us that human behavior is rarely neat or linear.

📖 About the Book

Alchemy is a witty, irreverent exploration of why the best ideas often defy conventional logic.

Sutherland blends psychology, marketing, and behavioral economics to make the case that great outcomes are often driven by emotion, context, and—yes—nonsense.

From branding to pricing to product design, he shows how unexpected decisions (like making a product less efficient or more expensive) can sometimes produce better results than the supposedly rational alternative.

The central thesis? If you want to stand out, scale up, or spark change, logic alone won’t get you there.

💡 Why This Book Matters

If you enjoyed Predictably Irrational, then Alchemy is a natural next read. Both books live in that curious intersection where logic fails, and human behaviour takes a detour.

But where Predictably Irrational maps the patterns of our quirks, Alchemy invites us to use them. To lean into the unpredictable, illogical, emotion-driven decisions people actually make.

It reminded me that people don’t make choices based on spreadsheets. We’re emotional, inconsistent, and full of contradiction. And that’s exactly where the magic lies.

Just like in his viral video clips, Rory Sutherland’s storytelling in this book is sharp, entertaining, and illustrative. He doesn’t just say marketing should be more creative, he shows you how. Not by giving a formula, but by nudging you to reframe the problem.

He doesn’t preach. He prods.

He challenges you to reconsider the obvious, rethink the rational, and embrace creative leaps that don’t always make sense on paper, but work in practice.

If you’re trying to get attention, make a message stick, or break through the noise with your business or content, Alchemy is a masterclass in unexpected thinking.

💬 Join The Conversation

Digital Stage Network members — let’s dive deeper in the community, ask questions, and connect with others who are reading along. We’ll also be having our first Book Club meet-up next month (details to follow!).

Not a member yet? No worries. We’ve got something exciting in the works. Stay tuned — I know I’ve said that in the past few editions of this newsletter, but honestly… it’s coming. And it’ll be worth the wait.

In the meantime, I hope you enjoy this week’s read. And if it sparks something for you, feel free to hit reply and let me know what stood out.