Rory Sutherland Rory Sutherland

The Wiki Man: Next bus

issue 05 November 2011

True or not, there is a persistent story about a former Duke of Devonshire who, seeing some silver napkin rings in Asprey’s, asked his companion what they were for.

‘Your grace, in some households they roll napkins inside these rings so that they can be used for a subsequent meal, rather than being laundered every time.’

‘Good heavens. I never knew such poverty existed in England.’

Later, when the duke decided to board a bus for the first time in his life, it is claimed he beckoned to the conductor: ‘27 Eaton Square, please.’

Not such a ridiculous request, in fact. In many countries you will find ‘jitney’ services halfway between buses and taxis. In Soweto you simply stand by the roadside and deploy one of a vast range of hand signals to indicate where you wish to go (so for Orange Farm, say, you hold up your hand as if picking fruit); soon a packed Toyota minivan headed that way will pull over and pick you up.

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