Earlier this week #MuchCurious dropped in with a suggestion - Alchemy. Over the millennia the word itself is full to the brim with mysticism, mystery, magic, and disproportionate rewards. The last one is something every human secretly strives for. To be sure, The Alchemist made Paulo Coelho the legend in pop culture, with quotes from that book such as - “when you want something, all the universe conspires in helping you to achieve it” . Yes, it is that which gave Shah Rukh Khan one of the defining dialogues of his carrier (if you are a bollywood buff, you got the translation already; if you are not, it doesn’t matter really.) Now, this Alchemy is by Rory Sutherland. The legend from Ogilvy who has dissected human behavior and decision making in making the global brands what they are. The snippet read - "Imagine a world where a $100,000 watch is sold not because of its intricate mechanics, but because of the story of its craftsmanship. Where a bottle of perfume is prized not for i...