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Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate Suclass Code_2BJ Gideon has a lead onHOW DOES MAGIC HAPPEN? The Ogilvy advertising legendone of the leading minds in the world of branding (NPR)explores the art and science of conjuring irresistible products and ideas. "Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the