Why Illogical Works (Often)
In his book on why ideas that don’t make any sense yet often work in real life, Alchemy , Rory Sutherland, marketing guru at Ogilvy & Mather, gives away the reason very early: “If you expose every one of the world’s problems to ostensibly logical solutions, those that can easily be solved by logic will rapidly disappear, and all that will be left are the ones that are logic-proof.” Most political and foreign policy problems are “logic-proof”! Half tongue-in-cheek, Sutherland goes on to add: “This isn’t the Middle Ages, which had too many alchemists and not enough scientists. Now it’s the other way around.” He clarifies his book isn’t an assault on “logic or reason”; rather, it is an “attack on a dangerous kind of logical overreach, which demands that every solution should have a convincing rationale”. Statistics is the butt of a lot of jokes, and rightly so. No, not because the field is flawed, but because it is all too easy to draw the wrong conclusions: “Bad maths can l...