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Here, Sutherland uses "repack" to illustrate a common design failure: prioritizing initial appeal over long-term usability. This is a perfect example of his core philosophy—that marketers and product designers often focus so much on the rational, logical features of a product that they ignore the "alchemical" aspects, like the real-world user experience of trying to stuff a sleeping bag back into its impossibly small sack. alchemy rory sutherland pdf repack
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The person who downloads the free repack skims and forgets. The person who buys the alchemical artifact transforms their thinking.