Learn the surprising answers to some popular questions and how to empower your child for the future
To be brilliant you have to be irrational according to Rory Sutherland, Ogilvy advertising legend. His book, Alchemy – The Surprising Power of Ideas That Don’t Make Sense kicks off with interesting questions. ‘Why is Red Bull so popular – even though everyone hates the taste?’ ‘Why do we prefer stripy toothpaste?’ Sutherland believes people are drawn to the beautiful, the extravagant and the absurd, so if you want to influence people’s choices, bypass reason. The best ideas don’t make rational sense – they make you feel more than they make you think. This book is Sutherland’s mission to turn us all into idea alchemists using behavioural science, jaw-dropping stories and a touch of branding magic. WH Allen, R328.
Disruptive changes are characteristic of the 21st century which makes parenting – never a job for the faint-hearted – even more difficult, When it comes to thinking about the future our children will have to deal with, the scripts for success or failure are constantly being rewritten. Nikki Bush & Graeme Codrington have written a guide to show parents what their children need to be and what they might be able to do in Future Proof Your Child for the 2020s and Beyond. The book provides a framework and practical advice for what parents can do today to build solid foundations for their children to maximise their chances of success in the minefield of ever-changing and disappearing jobs. It will help parents create realistic, relevant parenting goals that will set their children up to thrive, no matter what awaits them in the future. Penguin, R240.