There’s this concept in psychological therapy called “The Field.”

The idea is that whenever the “Universe” (Or in my case, Jesus) wants you to know something... You start seeing that “something” in your life in different ways. A friend may mention it. You listen to a podcast and the guest says something about it. You watch TV and it’s in the show.

That’s the Field.

When that idea is in and all around you.

Secretly nudging you.

Well... I had my own “field” moment this week.

Here’s what happened…

Last week, CopyCreator Club Member Carl A. posted in our community asking if anyone had read Rory Sutherland’s book, Alchemy.

Rory is the VP of Ogilvy.

(Quite possibly the greatest advertising agency in the world — birthed from the Late Great David Ogilvy)

Well, I’ve read Alchemy.

But it’s been some years. I couldn’t hardly remember any of it.

So I popped over to my bookshelf, grabbed it and started flipping through it.

This is the first highlight I see…

Light on magic.

No room for miracles.

Daddy is getting tingles…

It couldn’t have been a couple hours later when I stumbled across a tweet on my timeline quoting none other than Rory Sutherland.

The irony is unbelievable.

I haven’t heard the dude’s name in 6 years and now I run into twice in ONE day?!

The quote was this…

Mama mia.

Sutherland woke up and chose violence today!

Dude sleepin' with a Louisville Slugger next to his bed???

Are you feeling this?

Cause that’s not where the story stops…

A few days after this, I am doing some research to write Chronicles 4 (my monthly newsletter inside of CopyCreator Club) and in my google searching…

The first freaking link is an article from Modern Wisdom interviewing Rory Sutherland.

You’re kidding me!?!?

I can’t get rid of this guy!!!

I, of course, open the article. Print it out and begin taking notes.

Here are just a few of the highlights I jotted down from him…

*To economists, price is a number, but to consumers, price is a feeling.

*Nearly all disproportionately successful businesses obtained their success because of, not despite, some seemingly irrational component in their offering. Red Bull tastes terrible. Dyson costs five times more. It's everywhere.

*If there were a logical answer, we would have found it — if you’re only willing to try things that make sense, you’re only competing in the territory that’s already exhausted.

*It is much easier to be fired for being illogical than it is for being unimaginative. The fatal issue is that logic always gets you to exactly the same place as your competitors.

*In physics, the opposite of a good idea is wrong, but in psychology, the opposite of a good idea might be another good idea.

*A flower is a weed with an advertising budget. Value is perception. Perception is constructed. Marketing is construction.

*Every spreadsheet is in some ways an act of pretense because it’s past information, which you pretend has wonderful predictive value as if it’s kind of Laplace’s demon, but it really doesn’t. Weird shit happens out of nowhere all the time.

If you have puzzled two and two together, here’s what I believe The Field is trying to tell me.

Stop measuring everything. Do some irrational, creative, out-of-box, anti-spreadsheet thinking.

Maybe... just maybe... burn Google Sheets to the ground. Stop prompting AI and do some Dayum thinking for yourself, ay?

Maybe this email is The Field nudging to remind you the same.

Hope this helps.

Your CopyCreator friend,

Alin “Heavy on Magic” Dragu

P.S. I wrote a book on Non-Measurable Marketing, check it out here.​