Rory Sutherland Rory Sutherland

The importance of selective inefficiency

You can judge a business by the things it does that aren't strictly necessary

The modern day baker's dozen: Five Guys' fries with a side of fries (Photo: L Twynam)

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Eliot Wilson

Russia’s rumoured ICBM launch is raising the stakes in Ukraine

A Russian attack on the city of Dnipro earlier today included the use of an intercontinental ballistic missile, according to the Ukrainian Air Force. The RS-26 Rubezh was reportedly launched from Astrakhan Oblast on the Caspian Sea, although some analysts remain sceptical. Russia has made no official comment, but it would be the first use of an ICBM

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