Rory Sutherland Rory Sutherland

We need to get better at using technology

issue 16 February 2019

I’d like to propose a new scientific institution: the IUT, or Institute of Underrated Technology. Rather than trying to invent yet more bloody things, it will instead be devoted to helping us derive greater value from things we can do already using technology which already exists.

Innovation is a two-stage process. First you discover something; then over time people discover how best to use it. Many ideas fall at the second hurdle: the Chinese invented gunpowder but used it only for fireworks; early Mesoamericans invented the wheel, but attached it only to children’s toys. In recent times, the internet seems to have delivered a lot more in entertainment value than in productivity. What we need is not more technology, but better uses for it.

Why do so few people buy electric cars, for instance? The IUT will ask whether this is a technological issue or a psychological one.

I suspect the latter.

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