Rory Sutherland Rory Sutherland

A monkey-brained case for Donald Trump

I’m not sure about my prefrontal cortex, but if I were American, my amygdala would vote for Donald

issue 04 June 2016

A few years ago I was asked to speak at a conference in New York. ‘Where would be the best place to stay?’ I asked my assistant.

‘Well, you’re booked into The Trump SoHo’, she said, careful to pronounce the capital H.

‘Are you completely deranged? Do I look like a man with a craving for gold taps and Swarovski-encrusted towelling robes?’

‘The conference organiser has booked it. They’ve got a special rate.’

So a few weeks later a Lincoln Town Car (which after a long flight, for some unfathomable reason, is the best car in the world) dropped me in front of The Donald’s hotel.

I have to say, it was nothing like my stereotype: in fact, it was bloody marvellous; simply and elegantly decorated (perhaps by the fragrant Ivanka) and with wonderful staff. A year later I revisited by choice.

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