Rory Sutherland Rory Sutherland

Old habits make sense

issue 04 August 2012

‘Develop your eccentricities while you are young,’ said David Ogilvy. ‘That way, when you get old, people won’t think you’re going gaga.’

I am 46. And I am happily beginning to discover that a lot of habits I once thought ‘geriatric’ are in fact common sense. I haven’t yet started wearing beige or buying shoes that close with Velcro, but I’m tempted. And last week I gave in to one urge and went around the house compulsively labelling things.

I haven’t reached the point where my remote controls and radios have little torn shreds of sticky paper attached to them with hand-drawn arrows labelling buttons ‘video’, ‘Radio 4’ and ‘off’. But I have started labelling all our bloody chargers. As a family, we travel with about 14 of these, in different sizes, and they were beginning to drive me insane.

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