Rory Sutherland

Rory Sutherland

The weird world of Silicon Valley

Which is more diverse: London or Devon? That’s not a trick question. London is much more diverse than Devon. But let’s tweak the question slightly. Which is more diverse: a pub in London or a pub in Devon? Here the answer is not so easy. Though low in ethnic diversity, a pub in Devon might

Back to the USSR

Is it me, or is business becoming a teeny-weeny bit Stalinist? Common features include 1) Paranoia about political ideology; 2) Snitching; 3) Fatuous targets and metrics; 4) Unquestioning faith in technology; 5) Huge, economically unproductive bureaucracies; 6) Overinvestment in education; 7) Preference for theory over experience; 8) An obsession with rockets. An acquaintance in the

What data does not tell us

In late 1973 the graduate admissions department at UC Berkeley discovered that for the forthcoming year it had awarded places to 44 per cent of male applicants and only 35 per cent of women. Concerned about possible lawsuits or bad publicity, they approached Peter Bickel, a professor of statistics, to analyse the data in more

Wealth vs freedom

H.L. Mencken once said that a rich man is anyone who earns more than his wife’s sister’s husband. The anthropologist David Graeber takes a slightly different view. When I interviewed him about his wonderful book Bullshit Jobs, he explained that, rather like the Laffer curve, there is an optimal amount of wealth for anyone to

We’re all Luddites at heart

When I saw my first jogger in Wales in the early 1970s, I assumed he was running away from the police. Presumably joggers were familiar in California by then, but not elsewhere. I can’t imagine any of the characters in Goodfellas going jogging, any more than I can imagine Rick in Casablanca going to a

The price of looking busy

The behavioural scientist Dan Ariely once found himself chatting to a locksmith with a curious problem. The better he became at replacing locks, the less he got paid. In the early days, he explained, he might wrestle for hours with a jammed lock, but because his inexperience made his job look difficult, his customers would

Gastropolitics give us food for thought

An Iranian friend of mine recently brought me some gaz from Isfahan. Commonly known as Persian nougat, gaz is perhaps the most delicious thing I have ever eaten. The only thing to avoid is learning how it is made. Pistachio nuts are mixed with ‘honeydew’ collected from the angebin plant of the Zagros mountains, a

Why most economic models are doomed from the outset

History records many well conceived and apparently logical grand plans for the betterment of mankind. Sadly such ideas almost always fail. Why is this? One possibility is that they fail precisely because they are logical. The dictates of logic require the existence of universally applicable laws. But humans, unlike atoms, are not consistent enough in

Netwór Krail has outdone himself yet again

In the shadow of the Shard, not far from Borough Market, is a £1 billion public artwork, an allegorical sculpture entitled ‘What is wrong with the world today’ by the reclusive wunderkind Netwór Krail. It was officially unveiled by the Duke of Cambridge earlier this month. The reason you may not have read about this

Keep your DNA to yourself

Nearly ten years ago, a lorry driver known only as ‘Michael Harry K’ adopted an extreme response to combating what he saw as declining standards on the autobahns: he started shooting at other vehicles. In a four-year spree he fired around 700 rounds at cars and trucks before his arrest in June 2013. What helped

We’re still waiting for the internet revolution

At the risk of sounding like Jean Baudrillard, I would like to suggest that the internet revolution has not yet taken place. So far, lots of very clever people have performed amazing feats of technical ingenuity. But for the most part our collective behaviour has so far failed to change enough to truly benefit us.

The long and the short of political advertising

Nine years ago, before Cambridge Analytica existed, I caught wind of a research project at Cambridge involving the online measurement of the ‘big five’ personality dimensions. These are usually listed by the acronym OCEAN or CANOE: Conscientiousness, Agreeableness, Neuroticism, Openness and Extraversion. I made a note to go to Cambridge to learn more but, being

You can no longer reduce wealth inequality by taxing income

This piece first appeared in The Spectator The maximum amount you can save in an ISA for the tax year 2017-2018 is now £20,000. The maximum annual pension contribution is £40,000. Counterintuitively, these huge allowances are actually a disincentive for ordinary people to save. With a £5,000 ISA maximum, a modest saver had an impetus

ISA limits discourage ordinary people from saving

The maximum amount you can save in an ISA for the tax year 2017-2018 is now £20,000. The maximum annual pension contribution is £40,000. Counterintuitively, these huge allowances are actually a disincentive for ordinary people to save. With a £5,000 ISA maximum, a modest saver had an impetus to save each year for fear of

Why I’m not on board with quiet carriages

Every now and then I try to invent a new scientific unit. I’ll never come up with anything as good as the millihelen — a unit of beauty sufficient to launch one ship — or the Sheppey, which is a distance of approximately seven-eighths of a mile defined as ‘the minimum distance at which sheep

Reducing activities to their core misses the point

There may be a very simple evolutionary reason why water does not really taste of anything, as I learned from the psychophysicist Mark Changizi. Pure water has no taste because our taste buds have been calibrated, very sensibly, not to notice it. For a few million years, the most important contribution taste buds made to

The Presidents Club was on to something

There exist in the annals of salesmanship certain ideas that are both highly immoral and wickedly clever. Before P. T. Barnum attached his name to circuses, he ran Barnum’s American Museum in Manhattan. From 1841 until its destruction by fire in 1865, this received more than 38 million visitors, each paying 25c. The entry fee