Rory's rules of alchemy -- Prologue: Challenging Coca-Cola -- Introduction: Cracking the (human) code -- On the uses and abuses of reason -- An alchemist's tale (or why magic really still exists) -- Signalling -- Subconcious hacking: signalling to ourselves -- Satisficing -- Psychophysics -- How to be and alchemist -- Conclustion: On being a little less logical.