Rory Sutherland Rory Sutherland

Are electric cars a Columbus’s egg?

iStock 
issue 08 January 2022

The explosion in remote and flexible working accelerated by the pandemic slightly supports my assertion that the most important limits to future innovation may be psychological and behavioural, not technological. I am among a number of people who believe that the newly widespread use of video-conferencing is of great economic significance. A few economists and commentators agree, but all of us suffer mild social embarrassment whenever we make our case: it feels faintly absurd to evangelise a technology which is more than 20 years old, rather than pontificating about the ‘metaverse’ or some other fashionable guff.

Yet history bears us out. Because, bizarre as it may seem in retrospect, most technologies — especially network technologies — are relatively old at the point when they fully realise their economic or social significance. Many new technologies require a surprisingly high degree of collective behaviour change before they are adopted at the scale required to deliver their value.

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