Rory Sutherland Rory Sutherland

The case for road rationing

[iStock] 
issue 03 October 2020

Here’s the quandary. How in future can we make the kind of rapid advances we have made during the Covid crisis without waiting for a lethal pandemic — or worse — to force our hand?

We have, after all, made exceptional non-medical discoveries in the past few months. By being forced to adapt simultaneously, we have discovered better forms of collective behaviour which might never have emerged independently. I was an early convert to video-conferencing, yet even I was astounded at the extent to which the world can function remotely. We may soon look back upon commuting and the endless slew of physical meetings in the same way we view the practice of dressing for dinner in the 19th century: a time-consuming and costly potlatch ritual undertaken in the bizarre belief that the world would end if people no longer performed it.

If Zoom had existed in 1962, Decca would have signed the Beatles

I now routinely attend ten meetings on five continents in the same week.

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